Streaming services revive TV advertising with ad-supported tiers

In 2022, Netflix and Disney launched pricing tiers that include advertisements, with Amazon Prime Video following suit in 2024, revitalizing the TV advertising landscape. By 2030, Netflix is expected to surpass $8 billion in ad revenue, and WARC predicts that this figure will reach $3 billion by 2026, doubling in just a few years. While the traditional TV advertising sector faces challenges due to the decline of linear TV, revenues from internet-connected TV services like Netflix increased by 13% year-on-year in Q4 2025. Thinkbox CEO Lindsey Clay points out that TV advertising still represents 85% of all video ads viewed. Rory Sutherland from Ogilvy notes a revival in creative TV advertising, while Netflix co-CEO Greg Peters emphasizes the potential of customer data for tailored content. Andrew Georgiou from Warner Bros Discovery UK and Ireland advocates for weekly HBO episode releases to enhance audience interaction. James Denton Clark of Stagwell Europe highlights that longer-form ads on streaming platforms merge the precision of digital with the emotional resonance of television.