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The UK streaming advertising market has achieved a significant milestone, surpassing £1 billion merely two years after Netflix’s strategic introduction of commercials. This transformative shift has intensified competition for traditional television advertising budgets.
The landscape has dramatically evolved from the early days of streaming, when Netflix steadfastly maintained that commercial-free viewing was the future. The cost-of-living crisis has prompted consumers to embrace ad-supported options, while streaming platforms seek additional revenue streams beyond subscription growth.
By late 2024, the streaming advertising sector expanded to £1.1 billion, representing 30% of the traditional TV advertising market, which contracted to £3.58 billion. Market analysis from Ampere indicates this remarkable growth trajectory, with Netflix’s ad-supported tier attracting 70 million monthly viewers globally.
British broadcasters maintain a commanding position in the streaming advertising sphere. ITVX has demonstrated impressive growth with streaming hours increasing by 14% to 1.24 billion, while Channel 4’s streaming minutes rose by nearly 25% to 56 billion. These organisations are actively pivoting towards digital-first strategies, with Channel 4 projecting digital revenues to exceed £300 million in 2024.
The competitive dynamics have shifted significantly, with Netflix effectively anchoring the low-cost end of the market through its £4.99 monthly ad-supported tier. Smaller streaming services face mounting pressure to maintain profitability while matching content investments of larger rivals.
Industry experts predict US streaming giants will refine their advertising models, potentially challenging traditional broadcasters’ market dominance. The sector’s evolution suggests a future where streaming platforms could command a substantially larger share of advertising revenue, reshaping the television industry’s commercial landscape.
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