As the TV ecosystem continues to evolve, what are the biggest opportunities for the ad industry? We asked a range of industry experts for their thoughts. 

The TV landscape has seen tremendous change over the past decade, with streaming transforming the public’s content consumption habits. Where the traditional broadcasters were once kings, streaming giants now run the show, having elbowed their way to the top by capitalising on consumers’ pursuit for convenience. 

The ecosystem becomes increasingly fragmented, creating more challenges for advertisers as consumers split their TV consumption between linear channels, streaming platforms such as Netflix or Amazon Prime, and even YouTube, once the dark horse of the TV space. 

Ofcom recently revealed that, in 2024, one in five UK children aged four to 15 chose YouTube as their first TV destination. YouTube is seeing a definite shift, with more and more viewers opting to watch the platform’s content from TV screens instead of on smaller devices. A wider look at the population reveals that the platform is now the UK’s second most-watched media service, beaten only by the BBC. 

We’ve also been seeing some major moves from UK broadcasters, as they scramble to avoid being left behind. In June, Sky, Channel 4, and ITV announced plans to create a self-serve TV advertising platform in 2026. The marketplace, which will be launched in partnership with Comcast Advertising, will allow advertisers to run single campaigns across the broadcasters’ combined addressable inventory, covering both premium on-demand and streaming content.

As advertisers navigate the choppy waters, what are the biggest opportunities they can take advantage of? We asked a range of industry experts for their thoughts and advice. 

The winners will be the ones who know how to programme for platforms

The biggest opportunity in TV right now is understanding that “TV” no longer means a flat screen in your living room. The behavioural shift we’re seeing, especially amongst Gen Z and younger millennials, is driven by the rise of long-form content on platforms like YouTube, where audiences actively choose what to watch and when, rather than passively consuming what's scheduled.

That doesn’t mean audiences don’t still want live or scheduled content. Shows like The Traitors or Strictly prove there’s still demand. But with more platforms than ever, it’s essential to think strategically about which content sits where, and how each platform plays a distinct role in the wider ecosystem.

YouTube isn’t just a discovery tool or archive anymore. It’s the destination. Traditional TV audiences are shifting there for the same lean-back experience, but with personalisation, creator connection, and full flexibility. Creators are now building programming slates and cross-platform franchises.

Short-form content like YouTube Shorts acts as a trailer mechanism that fuels algorithms and drives viewers into long-form. It’s audience development in real time.

For broadcasters and brands, the opportunity lies in seeing this shift not as a threat, but as the next chapter of TV. The winners will be the ones who know how to programme for platforms, not just schedules.

Lizzy Morgan, Director of Client Services and Operations, Be A Bear

Redefining where and how audiences engage

The biggest opportunity in TV today lies in redefining where and how audiences engage. As viewing continues to fragment across screens, CTV and CTV Out-of-Home (CTVOOH) offer unprecedented reach – extending the definition of “TV” beyond the living room. We’re now in an era where a political ad in a gas station, a sports highlight in a bar, or a brand story in a hotel lobby all count as part of the viewing ecosystem. These environments aren’t distractions – they’re context-rich, high-attention moments. The key is treating them with the same strategic rigor as traditional TV buys: using data, creative versioning, and measurement to maximise impact. 

For industry players, the path forward is to stop chasing format and start chasing attention – wherever it lives. Whether it's a big screen at home or a screen on the go, the opportunity is the same: high-quality, video-first storytelling that meets the viewer exactly where they are.

Brian Cullinane, Chief Commercial Officer, VideoElephant

The smart money is on formats that see social as an extension of the narrative, not an afterthought

Netflix’s drama Adolescence is proof that the current, and future waves of hit TV are designed as much for the feed as for the screen. With 96 million views in three weeks, Adolescence was a show that lived beyond the episode. Every (intense) stare, introspective line and visual beat was precision-made to be clipped, shared and re-shared on dark social (messaging apps).

This is where TV’s biggest opportunity lies: engineering moments with cultural “carry”. Not just plot twists for shock value, but substance that naturally generates memes, reaction videos and creator commentary. The conversation is no longer a by-product of a hit, it’s part of emerging formats’ DNA (think: Traitors).

Why? Because social is now the real-time reaction engine that keeps viewers locked in and pulls new audiences into the fold. When your show trends on the second screen, you’re winning ratings, yes, but you’re also building a living, breathing cultural franchise. That is extremely valuable for broadcasters and streamers.

The smart money is on formats that see social as an extension of the narrative, not an afterthought. In 2025, the 9pm slot and critical reviews aren’t enough, it’s the feed that decides if you get another episode (or series).

Jake Thompson, creative director, Spin

As fragmentation grows, so too does the importance of data

One of the biggest opportunities in the TV space right now lies in the continued convergence of linear, digital and CTV – and the ability to plan, buy and measure across those channels with increasing precision. As fragmentation grows, so too does the importance of data: especially opted-in, real-time signals like ACR data, which can help inform smarter audience strategies, eliminate duplication and improve outcomes across screens.

For advertisers, that means less guesswork and more accountability. For media owners, it opens the door to more valuable inventory packaging and better yield. The key here is connecting insights, tech and teams to reflect how viewers actually consume TV today.

Lisa Kalyuzhny, Vice President, Sales, EMEA, Nexxen

The growth of YouTube is undeniable 

The industry is currently awash with debate around the scale, quality and relevance of YouTube. What is undeniable is the growth of YouTube on our TV screens with half of its natural viewing now happening via a connected TV set. While YouTube is not TV in terms of regulation and quality of production, there is a huge amount of TV like content on YouTube. 

It is clear from the great work that Barb are doing that weekly audiences are relatively small scale in isolation at a channel level. The rhetoric around CTV meaning we can bring 'digital targeting to TV' has always been something that has concerned me, given the huge amount of misalignment and inferred data that is still applied. But not only do we now have the technology to isolate the quality and brand safe content that exists, and put it all together to deliver advertising against this at scale, we can also understand what contextual signals are at play and effectively deliver relevant advertising messaging on TV like never before before. And that is something which is incredibly exciting. 

Alexander Debenham-Burton, Sales Director, UK, Silverpush 

Social media as an essential extension of the TV viewing experience

Social media is now an integral extension of the TV viewing experience, especially among younger audiences who are often dual-screening to follow live commentary in real time. Shows like Love Island and The Traitors are great examples, where audiences treat cast members like characters and the online conversation becomes part of the entertainment.

This presents a real opportunity for brands and broadcasters to embrace a cross-platform storytelling model – one that doesn’t just end when the show does. Increasingly, Gen Z and Millennials are consuming TV content through social clips, memes, and viral moments, often engaging with a show without ever watching it in full. Personally, I’ve followed the cultural conversation around certain shows so closely that I feel like I’ve seen them, just through TikTok and Instagram.

This shift opens the door for smarter, more socially driven strategies that go beyond traditional sponsorships or ad spots. The industry now has a chance to tap into these cultural moments and stay relevant in spaces that were once hard to access. It's always been about meeting audiences where they are, and that’s increasingly online, in the thick of the conversation. 

Hannah Cooke, Head of Strategy, Charlie Oscar

Brands and viewers both want better TV experiences

I think TV is changing fast. People are tired of too many apps and subscriptions. They want something easier. So in my opinion it is a big chance for ad-supported TV to grow. First of all it gives good content for free, and people like that.

As a team who works with different ad-formats, at Aceex we see that brands and viewers both want better TV experiences. With the right data ads can be smarter and more useful. It might help brands and also give value to the viewer.

There is also a big opportunity in local content. People want to see stories that feel close to them. Because let’s be upfront: not everything needs to be global. 

Also, live content like sports, events, and news keeps people watching longer. This is good for advertisers too.

The line between watching and shopping is getting closer. You watch something, and maybe you can buy it right there. It’s simple and natural.

Emin Alpan, CEO, Aceex 

Success in this environment depends on delivering a holistic, multichannel experience  

CTV is having a huge moment, fuelled by its success tapping into live sports and major cultural events. Recent UK viewing figures show huge audiences for events like the UEFA Women’s Euros final, which attracted a peak live audience of 12.2 million. And with other major sporting occasions such as the Women’s Rugby World Cup and Premier League just around the corner there’s a significant opportunity for advertisers to integrate CTV into their media mix and capture highly engaged audiences. 

At the same time, the latest AA/WARC Expenditure Report highlights strong growth across UK ad spend in 2025, with Video-On-Demand expected to grow over 10%. This reflects advertisers’ increasing appetite for channels that deliver both scale and engagement.

Success in this environment depends on delivering a holistic, multichannel experience connecting CTV campaigns with other digital touchpoints like DOOH and online display to create cohesive, engaging brand journeys that resonate well beyond the screen and drive business outcomes. 

Ed Mullins, Senior Director of Inventory and Partnerships, StackAdapt

Advertisers are still having analysis paralysis

The opportunity for advertisers today lies in being brave and taking advantage of the new streaming landscape. With a plethora of content available that is easily accessible (for every fandom, interest, and preference), advertisers are still having analysis paralysis, bogged down by the restricted thinking and capabilities of ten years ago. 

We have seen this story play out before with streamers: follow viewers and what they watch. But now, advertisers need to play catch up and follow suit – and partnering with premium content owners that distribute across platforms and screens can help them do so. Planning by content type and source transcends fragmentation, whilst protecting the quality of their plan. When advertisers lean into the realities of viewing behavior, that’s when they will optimise their investments, mitigating declining reach and rising costs by maximising audiences and leveraging the new world of TV and video consumption.

James Cornish, Senior Vice President, International Sales & Partnerships, Vevo 

Media buying is more diverse than ever

One of the biggest opportunities in TV and CTV today is precision targeting, which combines audience and contextual signals to reach users based on real-time intent. As consumers shift to digital viewing, advertisers can now leverage data-driven targeting to deliver relevant messages at the right moments, improving both engagement and outcomes.

Additionally, media buying is more diverse than ever. Brands can access inventory through both programmatic channels and direct partnerships with publishers (Roku, Netflix, etc) and OEMs (TCL, LG, Xiaomi, etc). This unlocks new ways to diversify media strategies and scale campaigns seamlessly across multiple environments.

Another major opportunity lies in creative innovation. With interactive and shoppable formats, storytelling becomes more immersive and performance-driven. Industry players should embrace agile tech stacks that unify targeting, media buying, and creative strategy, blurring the lines between brand and performance. TV is becoming a dynamic, data-rich channel primed for smart, responsive advertising.

Yaron Tomchin, CEO, Mobupps

The measurement of TV viewing and the value of an ad impression are key

What we will see in the future is an “umbrella”, overarching all video channels and enabling smart and efficient data-based campaign mechanisms including LTV, ATV, CTV and digital video out of “one hand”. 

Therefore broadcasters should define digitised broadcast TV within their boundaries and build convergence on top of it, allowing them to create omnichannel inventory coming from one powerhouse. Thus they will not only maximise their reach and enlarge their advertiser base through new ad products (ad formats, targeting, cross-channel) and new ways of ad buying in an increasingly global market, but also maximise efficiency by orchestrating and optimising their ad inventory best across all channels.

From an industry perspective, the biggest opportunity is managing this transformation properly. Other markets have shown that the measurement of TV viewing and the value of an ad impression are key to justifying and securing budgets. 

Marius Junkes, Senior Manager International Business, Virtual Minds

More viewers are opting for ad-supported tiers

Teads UK's survey shows that the growing number of viewers in the UK (+7% YoY) are choosing ad-supported tiers when watching content, opening up more opportunities for traditional InStream ads on CTV. This is followed by broadcaster video on demand app viewership, which grew by 6% in 2025 compared to 2024 as well as traditional subscription-based video on demand.

Ad placements in BVOD and SVOD environments are often not available (or almost not available) to bid on for the vast majority of advertisers. As a result, the most effective way to reach those audiences is via CTV HomeScreen, which captures viewers when their content discovery begins. At the same time, consumers’ preference for ad-supported platforms, combined with the ability to engage younger audiences, creates new opportunities for advertisers to build brands across screens.

Dan Black, UK Head of CTV, Teads