The conversation has moved beyond streaming
A few years ago, success in broadcasting was largely measured by the launch of a streaming service. Today, the conversation has moved on.
Broadcasters are no longer asking how to build another streaming app. They are asking how to build digital businesses that connect content, audiences and advertising.
Recent announcements from broadcasters around the world point in the same direction. Investments are no longer limited to streaming platforms. Companies are bringing together first-party data, advertising technology, AI and measurement to simplify operations and create new revenue opportunities.
Streaming has changed the economics of television
Viewer behaviour continues to evolve, and advertising is following.
In Europe, 64% of weekly viewing time now takes place on streaming platforms rather than linear television (BCG / Native Research, 2025). At the same time, Connected TV also represents 22% of traditional TV advertising spend (PwC Global Entertainment & Media Outlook, 2025).
These figures highlight two related trends: audiences are spending more time on streaming services, and advertisers are shifting budgets accordingly.
For broadcasters, this means that adding streaming alongside linear television is no longer enough. The commercial and operational models also need to evolve.
Broadcasters are building platforms, not products
The industry’s leading broadcasters are investing well beyond content distribution.
Across the market, we see similar priorities emerging:
- Streaming and linear services
- First-party audience data
- Advertising technology
- Measurement
- AI-driven personalisation
- Unified sales operations
Several recent examples illustrate this shift:
ITVX delivered 2.7 billion streams in 2024, while BBC iPlayer recorded 4.5 billion viewing hours. ITV has also built a first-party audience base of more than 40 million registered users, creating valuable opportunities for audience targeting.
On the commercial side, Planet V has processed more than £1 billion in bookings and now handles over 99% of ITV’s digital advertising sales, becoming the commercial platform behind ITVX (Advanced Television / ITV, 2024).
Elsewhere, TF1+ has evolved into a full-funnel marketing platform (Bouygues / TF1 Group, 2024). NBCUniversal’s One Platform enables advertisers to buy audiences across both linear TV and Peacock, while Globo is extending dynamic ad insertion into live television.
Although the approaches differ, the underlying objective is similar: create a unified advertising business across every screen.
Partnerships are becoming part of the strategy
The relationship between broadcasters and global streaming platforms is also evolving.
Rather than viewing every platform as a competitor, broadcasters are becoming more selective about where partnerships can strengthen their own businesses.
TF1’s agreement with Netflix is a good example. Similar thinking can be seen in France Télévisions’ partnership with YouTube and Australia’s VOZ Streaming, which enables multiple broadcasters to trade Total TV using a shared advertising currency.
These partnerships are less about replacing existing distribution models than extending reach while supporting advertising growth.
The next challenge is operational simplicity
As broadcasters expand across more services, devices and advertising channels, operational complexity also becomes more complex.
Running separate systems for broadcast, streaming, audience management and campaign execution often results in duplicated workflows, fragmented reporting and unnecessary operational overhead.
The next phase is not simply about launching another digital service. It is about bringing these capabilities together into a single operating model that improves the viewer experience while making it easier for advertisers to buy and measure campaigns.
The broadcasters making these investments today are solving a practical business challenge: reducing complexity while creating a more unified advertising business. Those that do it successfully will be better placed to adapt as viewing habits and advertising continue to evolve.
About the Authors
Pauline Rabette:
Pauline Rabette is a Senior Marketing and Growth Leader with over 15 years of experience across streaming, Pay TV, and AdTech. She has worked with leading media and technology companies, including Canal+, Freewheel (Comcast), and Synamedia, driving go-to-market strategy, lifecycle marketing, and revenue growth through data-led decision-making. Her expertise sits at the intersection of product, audience growth, and monetisation, with a strong focus on building scalable strategies across B2C and B2B2C models.
Girish Mamtani:
Girish Mamtani is a Competitive & Market Intelligence Specialist with deep expertise in analysing market dynamics, competitor activity, and industry trends to support strategic decision-making. He brings a strong commercial lens to intelligence work, helping organisations identify opportunities, anticipate shifts, and sharpen positioning in fast-moving markets.
