A new report commissioned by Comcast Advertising reveals a significant shift in media investment strategies among UK marketers, with streaming TV set to see substantial budget increases in 2026. According to the research, 77% of marketing decision-makers across the UK plan to boost their streaming TV ad budgets next year, with 68% of them reallocating funds from other media channels such as linear TV, digital, social media, and print.
The study, conducted in partnership with research consultancy Happydemics, surveyed over 250 marketing executives from UK brands, media agencies, and advertising firms. The findings signal a marked change in how advertisers are aligning with evolving viewer behaviors and the growth of connected TV platforms.
Comcast Advertising, which includes Sky Media and NBCUniversal, underscores that 76% of marketers believe streaming TV advertising is essential for reaching key audiences in the UK, particularly as consumer habits continue to shift away from traditional viewing formats. Streaming TV is now considered a critical pillar in campaign planning, with 64% of respondents saying it is now a "must buy" medium, while 67% say they are already investing more in streaming TV advertising this year than they did in 2024.
"Streaming TV has become a key part of the media mix, especially in a landscape where advertisers are seeking both scale and precision targeting," said Josh Sharma, Managing Director at FreeWheel, Comcast Advertising’s technology platform. “This research highlights not just the rise of streaming, but its strategic importance in future-facing marketing plans.”
The research also highlighted a more confident understanding of streaming TV’s effectiveness, with 72% of marketers citing better ROI and measurement capabilities compared to other platforms. A growing emphasis on data-driven advertising and attribution models is fueling greater confidence in connected TV as a performance channel, rather than solely a branding tool.
While 57% of those surveyed say their clients have yet to fully realize the potential of streaming TV, 79% expect their investments in the medium to grow steadily over the next three years. Marketers also cited greater access to premium content, expanding addressable inventory, and improved ad tech infrastructure as critical enablers of this upward trend.
The report paints a clear picture of a UK ad market that is rapidly evolving, with streaming TV poised to take a more central role in campaign planning across industries. Comcast Advertising’s data echoes broader market trends in Europe and globally, where connected TV continues to outperform in terms of audience engagement, targeting, and measurement capabilities.
As the line between digital and traditional television continues to blur, UK marketers appear ready to embrace streaming TV not only as an emerging channel, but as a dominant force in the future of media investment.
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