From fixed inventory to addressable TV, streaming now offers advertisers precision, flexibility, and access to tentpole events at a fraction of the cost.
Streaming has changed. The way advertisers buy inventory is shifting. For years, streaming was all about audience targeting, finding the right viewer, no matter the network. That approach still works, but advertisers want more. They want control. They want contextual placement. They want fixed inventory.
Fixed inventory became a game-changer in 2024. If an advertiser wanted to buy a spot during “Real Housewives” on Bravo, they could. Not a general audience-based buy, but an actual, locked-in placement. That’s the first time streaming in this space. It drove 25% growth in budgets last year.
And 2025? It’s proving to be bigger.
Last year, brands had access to 2 million impressions during the Super Bowl. This year? Try 11 million, and not just for football.
With more partners and supply than ever, streaming is opening the gates to live sports’ biggest stages, including the Ryder Cup. That means advertisers who once thought they couldn’t afford to show up during iconic moments like March Madness, the NFL Playoffs, the NBA Finals, or the Ryder Cup can now activate at a fraction of the cost.
A national TV spot might run $500,000, but with streaming, brands can enter for as little as $50,000 and still show up in tentpole events, with precision and flexibility.
Big moments no longer require big budgets. They just require a smarter approach.
Amazon saw the value in this approach. They partnered with a major provider, which gave access to full New York DMA inventory for Prime Video. That’s a huge shift. Before, Prime Video was mostly accessible through national programmatic buys. Now, a traditional TV buyer can call and get Amazon inventory just like they would buy any other premium TV spot.
And this is just the start. Expansion is underway. Disney+ is next. At this point, as we head into 2H, all Disney-owned inventory: ESPN, FX, National Geographic, and more, will be integrated into fixed streaming offerings. The goal? To create a seamless, one-stop shop for buyers. Whether it’s linear or streaming, broadcast or cable, the process is being simplified while expanding reach.
Addressability is another major shift. Advertisers aren’t just targeting networks anymore; they’re targeting households. With addressable TV, particular audiences, such as left-handed people who want blue chandeliers, can be identified and reached across both linear and streaming. That level of precision is powerful. And in 2025, every major MVPD in the New York market, including Comcast, Fios, Altice, and Spectrum, will be live with this capability for the first time.
The political world is already leveraging these tools. Traditional political ad buys focused on placing spots on networks aligned with party affiliations. Now, campaigns are layering those traditional buys with addressable advertising, ensuring they reinforce messaging directly to key voter segments. It’s a two-layer approach that’s proving highly effective.
The future of TV advertising isn’t just about reach. It’s about precision. It’s about flexibility. It’s about allowing advertisers to buy how they want, whether fixed inventory, audience-based targeting, or a combination.
TV advertising is not just keeping up with consumers. It’s leading the charge regarding improved experiences for advertisers and viewers alike.
