As streaming TV nears its twentieth anniversary, the medium is no longer a fringe experiment—it’s a dominant force in the advertising ecosystem. According to MediaRadar’s 2025 Streaming TV Report, streaming now commands 43.8% of all TV viewing in the U.S., easily outpacing cable at 24.0% and broadcast at 20.5%. With platforms like Netflix, Amazon Prime Video, and Disney+ adopting ad-supported tiers in just the last few years, and major sports rights shifting online, streaming has fully arrived as an essential advertising channel.
The transformation is striking. Ad-supported streaming grew from reaching just 17% of U.S. households in 2022 to 63% by spring 2024. This shift triggered a surge in advertiser interest, with streaming ad spend climbing 17% year-over-year from \$10.6 billion in 2023 to \$12.9 billion in 2024. The number of advertisers jumped 29%, with 293 brands spending over \$10 million and 29 exceeding \$50 million. Of those, nearly two-thirds were new entrants to the channel, adding almost \$1 billion in fresh investment.
Advertisers aren’t just reallocating funds from other digital channels—they’re fleeing them. Amid economic instability, inflation, and looming trade tensions, 60% of advertisers anticipate cutting media budgets by 6–10% this year. But only 12% plan to reduce streaming TV spend, far fewer than the 41% looking to slash social media budgets and 24% cutting linear TV. As MediaRadar CEO Matt Krepsik puts it, "today’s turbulence may be doing for streaming TV what the 2008 recession did for digital media: accelerating its dominance."
The appeal lies in streaming's hybrid advantage. It combines the broad reach of TV with the targeting and measurement of digital. Advertisers ranging from small newcomers to industry stalwarts are responding. Progressive quadrupled its streaming spend in 2024, while Bank of America and the U.S. Army grew theirs nearly sixfold. Big pharma, auto, and insurance companies are also on board. Allstate, Amgen, Domino’s, and others doubled their streaming allocations compared to 2023.
Finance and insurance led all industries with \$1.66 billion in streaming spend in 2024, followed by retail at \$1.22 billion and pharmaceuticals at \$1.14 billion. Non-prescription remedy brands were the fastest-growing sector, with a 48% year-over-year increase. Nutrafol, for instance, boosted its investment by 34% to \$29 million, and New Chapter Vitamins surged from \$1.3 million in 2023 to over \$17 million in 2024. Automotive spending rose more modestly—just 8%—but included six brands topping \$50 million each.
Hulu maintained its dominance with \$4.5 billion in ad revenue, a 15% increase year-over-year, capturing 35% of total streaming ad spend. Yet other platforms are growing faster. Paramount+ saw a 31% rise in ad revenue, Tubi climbed 27%, Max 20%, and Peacock 19%. While Netflix and Disney+ entered the ad game later, they are scaling rapidly, each posting 20% growth in the second half of 2024. Platforms not yet monitored, like Amazon Prime Video, are expected to drive additional gains.
Strategically, advertisers are diversifying. Although fewer than 4% of brands advertised on seven or more platforms in 2024, they accounted for 59% of total spend. The average budget nearly doubled with each additional platform added. This multi-platform strategy ensures broader reach and reflects advertisers’ growing confidence in streaming.
Platform-specific appeal varies widely. Hulu is a favorite for pharma, pet, and government campaigns, with Pfizer and the U.S. Army leading their categories. Peacock attracts telecom and auto brands, with T-Mobile, Verizon, and Lexus as top spenders. Paramount+ draws household supplies and media advertisers, notably Procter & Gamble’s Bounty and CBS. Pluto TV appeals to cleaners and professional services, led by Charmin, Bounty, and Safelite.
On newer platforms, Disney+ and Netflix are drawing interest from tech, travel, and fashion brands. Meta leads tech spending on both, while Royal Caribbean and Airbnb are expanding in travel. Apparel brands like Pandora and Adidas have gone all-in, with Adidas increasing its Netflix budget by 1,200%. Max has attracted travel and gaming brands, with Expedia upping its budget 400% and Best Western jumping by 1,400%.
Even Tubi and Discovery+—though smaller players—have found niches. Tubi saw education and gaming brands flourish, while Discovery+ maintained a loyal base among non-RX remedy and household appliance advertisers, including major moves by Advil, Vicks, and Ninja.
The MediaRadar report makes it clear: streaming TV is no longer emerging—it has arrived. As advertisers brace for economic headwinds, they are prioritizing platforms that combine scale, precision, and adaptability. For streaming, this moment isn't just a coming-of-age—it's a definitive leap into maturity.
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