When I think back to how advertising worked just a decade ago, it’s almost funny. Brands threw money at TV spots during primetime and hoped for the best. Audiences were captive, sitting through ad breaks because there was no other option. Fast forward to 2025, and the entire landscape looks nothing like that world.
As a consumer and someone who works around media, I’ve watched the rise of streaming platforms completely transform the relationship between viewers, creators, and advertisers. The shift from broadcast to OTT wasn’t just about convenience for the audience. It forced advertisers to reinvent themselves, too.
The rise of ad-supported tiers
Not long ago, everyone thought streaming would be about pure subscription revenue. Pay one monthly fee, enjoy endless content, no interruptions. But that model hit a ceiling. Now we’re seeing Hulu, Peacock, Netflix, Disney+ all experimenting with ad-supported tiers. And honestly, it makes sense. Viewers are willing to trade some of their time for a lower price, and advertisers are eager to get back in front of eyeballs.
For brands, these ad-supported tiers are gold mines. They bring TV-like reach with the precision of digital targeting.
TV ads vs. streaming ads
Traditional TV advertising was powerful, but blunt. Everyone watching a show saw the same message, whether they were a perfect fit for the product or not. Streaming, on the other hand, allows brands to be sharper. Want to reach a 28-year-old gamer who also streams horror films? You can. Want to target families who binge kids’ shows on Saturday mornings? That’s possible, too.
Streaming ads feel less like shouting into a crowd and more like having a one-on-one conversation with someone who actually cares.Now with connected tv advertising, the world is changing.
Why VOD advertising matters
One of the most exciting tools in this space is VOD advertising. Unlike linear TV, where you’re locked into a schedule, VOD gives advertisers the ability to reach audiences who watch on their own terms. People aren’t gathering around the living room at 8 p.m. anymore; they’re catching up on episodes during lunch breaks, on commutes, or late at night.
That flexibility means campaigns can connect with highly engaged viewers at the exact moment they’re paying attention. For niche products or brands trying to hit very specific demographics, it’s a game-changer.
Brands already winning with streaming campaigns
We’ve already seen some standout examples. I think about how fast-food brands have leaned into VOD ads that trigger cravings at just the right moment. Or how smaller tech startups have gained national recognition by strategically placing their message in front of binge-watchers of certain genres.
What impresses me most is how streaming platforms are offering tools to measure results in real time. Advertisers aren’t flying blind. They know what’s working, what’s not, and how to pivot.
The challenge of ad fatigue
Of course, it’s not all sunshine. As more platforms lean on ads, there’s a real danger of overwhelming viewers. We’ve all had that experience where the same ad plays three times in a single show. It’s annoying, and it hurts the brand more than it helps.
Ad fatigue is a serious problem, and advertisers who don’t pay attention to frequency and creative variety risk turning off the very audience they’re trying to win.
Making VOD ads actually work
So how do you avoid becoming background noise? From what I’ve seen, it comes down to three things:
- Creative: Ads need to be short, entertaining, and tailored to the platform’s vibe. A generic 30-second TV spot dropped into a streaming service won’t cut it.
- Targeting: The beauty of streaming is precision. Use it. Speak directly to your ideal customer.
- Frequency: Show up enough to be remembered, but not so often that people groan when they see your ad.
What’s next: the future of streaming ads
We’re just scratching the surface of what’s possible. Interactive ads are already testing waters. Imagine choosing the outcome of an ad like you would a “choose your own adventure” story. Shoppable video is another big one; soon, you’ll be able to click straight from an ad during your favorite show to purchase the product without ever leaving the app.
And then there’s addressable advertising, where each viewer gets a completely different ad experience tailored to their profile. That level of personalization is closer than people think.
Final thoughts
For advertisers, streaming isn’t just another channel. It’s the future. The platforms that figure out how to balance viewer experience with brand integration will dominate, and the advertisers who embrace tools like VOD advertising will have the edge.
As someone who’s been following this space for years, I can say confidently: the days of one-size-fits-all advertising are gone. The future belongs to those who know their audience, respect their time, and meet them where they are, on demand.
Sandra Larson is a writer with the personal blog at ElizabethanAuthor and an academic coach for students. Her main sphere of professional interest is the connection between AI and modern study techniques. Sandra believes that digital tools are a way to a better future in the education system.
