Brief
Ad spending shifts from TV to streaming as marketers chase distracted consumers
Broadcast TV ad outlays dropped 5.3% year‑over‑year, cable fell 7.7%, and streaming ad commitments jumped 30% as marketers adapt to fragmented attention.
By Felo News Desk · Published
Variety reports that U.S. advertisers are reallocating budgets away from traditional television toward streaming platforms as consumer attention fragments across alerts, texts, posts and emails.
Data from consulting firm Media Dynamics shows that in the most recent upfront market, ad spending on broadcast TV declined by roughly 5.3% compared with 2025, while cable TV outlays fell 7.7%. In contrast, the volume of ad commitments directed to streaming services rose about 30% over the same period.
The article cites recent experiments by major brands: Netflix allowed a marketing partner to place its signature ad character in a series cameo, and Zoom partnered with a news influencer for a sponsored video series aimed at “solopreneurs.” Both moves illustrate a willingness to blend traditional ad formats with digital‑native content.
Variety also highlights the growing importance of influencers and creators. It notes that younger consumers tend to view authenticity in digital creators more favorably than in traditional TV celebrities, though it warns that missteps—such as a controversy involving the YouTube channel Good Good Golf—can quickly damage brand relationships.
Looking ahead, Variety says the shift will be a central theme at the Variety Experience and Culture Summit on Oct. 7 in New York, where industry leaders will discuss the challenges and opportunities of this new advertising landscape.
Key facts
- Broadcast TV ad spending fell about 5.3% year‑over‑year. (variety.com)
- Cable TV ad spending declined 7.7% in the same period. (variety.com)
- Streaming ad commitments increased roughly 30%. (variety.com)
- Netflix permitted a marketing partner to feature its ad character in a series cameo. (variety.com)
- Zoom launched a sponsored video series with a news influencer targeting solopreneurs. (variety.com)
Sources
- [1] variety.com — originally reported as “Madison Avenue Makeover: Marketers Face Big Challenges in Bid to Reach Elusive Consumers”
