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Hub’s 2025 “TV Advertising: Fact vs. Fiction” survey shows over 50% of viewers willing to prioritize streaming subscriptions over other leisure spending despite widespread concern about rising costs and recession risks.

On traditional broadcast and cable TV, ad breaks are typically placed during the rising action of a program. By contrast, tech-led and free streaming platforms take a different path: both tend to reduce the number of ads as an episode progresses.

For the first time, small to medium-sized businesses will be able to run a single campaign across Sky, Channel 4, and ITV. The new self-service TV ad buying marketplace aims to encourage new brands to TV.

88% expect higher acquisition costs in 2025, 80% are cutting at least one digital channel, and 90% are adopting bundling—seen as delivering higher-quality subscribers and better ROI.

TV advertising is projected to rise 1.2% to €3.74 billion, while streaming and VOD will see a 6.9% increase to €1.7 billion. Digital audio leads audio growth at 4.4%, reflecting shifting advertiser priorities.