Streaming: How TV Adapted and Thrived

Streaming was supposed to be a game-changer, offering viewers the freedom to watch what they wanted, when they wanted, without the hassle of contracts or commercials. Netflix started it all, shaking up the industry and pushing traditional media companies to adapt. But now, as we take a closer look at the media landscape, it’s apparent that streaming didn’t kill TV—it transformed it.

Believe it or not, even Netflix now offers an ad-supported option. In the first quarter of 2024, 22% of Netflix users in the U.S. watched ads—a significant 65% increase in just three months. And by 2027, it’s estimated that 60% of Netflix viewers will be seeing commercials again. It’s a full circle moment. Platforms that once championed ad-free, uninterrupted viewing are slowly reintroducing commercials.

And it’s not just Netflix making changes. Disney+ has also introduced ads, veering away from its promise of premium, ad-free content. Formerly known as HBO Max, ‘Max’ has shifted its focus towards attracting a broader audience, leaving behind its prestigious, ad-free image. Other streaming services like Peacock, Paramount+, and Discovery+ may go by different names, but at the end of the day, they’re essentially cable networks in digital form—same content, different paywalls.

Audiences aren’t exactly thrilled about ads, but they’re putting up with them. As subscription costs rise, some viewers are opting for ad-supported plans out of necessity rather than choice. The average household now subscribes to 4-5 streaming services, often costing more than traditional cable. As a result, ad loads may increase, bringing longer interruptions and a return to the intrusive advertising experience we thought we’d left behind.

Beyond ads, the shift is about control. Algorithms now dictate what content we see, replacing traditional gatekeepers. Platforms like Netflix, Disney+, and YouTube decide what we watch based on data-driven recommendations, not necessarily our personal preferences. Even independent creators, once free from traditional media constraints, now face challenges navigating shifting platform priorities and revenue structures.

For marketers, the key takeaway is clear: you don’t own your audience, you rent access. Whether it’s NBC, Netflix, TikTok, or Substack, platforms can change the rules overnight. Understanding these media shifts isn’t just about keeping up with entertainment trends, but also about adapting communication strategies to meet evolving audience preferences.

Short-form content grabs attention, as seen on TikTok, while long-form builds loyalty through platforms like YouTube and podcasts. People may tolerate ads, but they expect relevance and value—a shift away from traditional, polished ad formats towards authentic, personal content. The media landscape is changing, and marketers who fail to evolve risk getting left behind.

In conclusion, streaming didn’t kill TV—it simply reinvented it under new management. By paying attention to these shifts, there’s a wealth of insights to be gained about the future of brand communication.