Streaming Beats TV: Game-Changer for E-commerce & Marketing

One of the key factors in the growth of streaming platforms is sports content.  For example, an exclusive NFL game on Peacock attracted 3 million new subscribers, with 71% of them retaining the service even after several weeks.  Such cases prove that streaming isn’t just about movies and series – it’s becoming a major player in live broadcasting.  In the CCE region, Voyo’s growth is a good example.  It holds a significant position in this region, especially thanks to its sports offerings.

Consumers Accept Higher Prices for Streaming Services 

Price increases for streaming services haven’t deterred viewers.  Netflix, Disney+ and Hulu have raised prices and restricted password sharing, but customers remain loyal.  YouTube TV is expected to become the largest paid TV provider in the US by 2026.

For brands and marketers, this means more opportunities to reach more affluent customers. As viewers spend more time on streaming platforms, advertising on these services can be more effective and more precisely targeted.

Hybrid Model: Advertising Takes a Larger Share of Revenue 

While subscriptions still form the dominant part of streaming platform revenues, the advertising segment is growing faster.  According to eMarketer’s forecast, by 2027 advertising’s share of total revenue will increase by 4 percentage points.  Connected TV (CTV) advertising spending is growing by nearly 16% year-over-year, outpacing revenue from subscriptions themselves.

E-commerce brands in Europe should see CTV advertising growth as an opportunity but also adapt their strategies to local conditions.  While programmatic advertising and precise targeting based on user data dominate in the US, the market in Europe is more fragmented, and regulations like GDPR limit personalisation.

Combining CTV advertising with contextual targeting and utilizing local streaming platforms that are gradually introducing interactive formats and advertising models can be effective.

Additionally, new advertising formats are emerging on platforms.  For example, Pause Ads are gaining popularity because they don’t interrupt content but utilise natural pauses in viewing.  These ads appear as static or slightly animated visuals, often with a QR code or clear CTA. They effectively interact with viewers when they truly have time and space.  Although they are less widespread in our region so far, they may become sought-after advertising space in the future, especially with the growth of hybrid subscription models.

Globalization of Streaming and Its Impact on Marketing 

Streaming services are expanding beyond the US – Netflix already generates almost 60% of revenue outside North America.  Although penetration rates in countries like Canada, the United Kingdom, and China exceed 67%, price sensitivity in regions like Latin America and Asia is leading to growth in ad-supported models.

In the Central and Eastern European (CEE) market, streaming faces specific challenges.  Telecommunications operators often offer streaming as part of packages, which can affect the growth of standalone SVOD services.  For e-commerce and marketing brands, this means the need to adapt strategies – from localised content to advertising formats tailored to local audiences.

Streaming as the New Standard for Digital Advertising 

Streaming platforms are fundamentally changing how brands reach customers.  For e-commerce, the change means new opportunities but also the necessity to adapt to the changing environment:

• Advertising where viewers are – growing viewership of streaming services makes CTV advertising an essential part of marketing strategies.
• Live broadcasts as audience magnets – exclusive content, especially sports broadcasts, attracts engaged viewers, creating ideal conditions for advertising and sponsorship.
• The hybrid model is the future – the combination of subscription and advertising is becoming standard, opening space for new formats and more dynamic campaigns.
• Global growth requires a localised approach – success in foreign markets depends on adapting both content and advertising strategies to local customs and regulations.

Streaming is the new standard for media consumption and marketing. Brands that can adapt will gain a strategic advantage in this environment.