Primetime has shifted. Instead of sitting in front of linear TV at 8:15 PM, audiences are on the couch with Netflix, scrolling through YouTube, or listening to Spotify. Streaming advertising is the fastest-growing ad market -- and brands that get in now secure an advantage.
The Streaming Market in Numbers
Over 80 percent of 18-to-49-year-olds use at least one streaming service. Average usage exceeds two hours daily. For advertisers, this means: reach is migrating to where the content is.
Netflix with Ads: The Game-Changer
When Netflix introduced its ad-supported tier in 2022, the market changed fundamentally. Netflix advertising offers what linear TV cannot: precise targeting by interests, demographics, and even viewing habits. CPM ranges from 35-50 euros -- more expensive than YouTube, but in an environment that forces attention (no skip option).
YouTube: The World's Largest Video Platform
YouTube is the second largest search engine after Google. For brands, YouTube offers pre-roll ads (skippable after 5 seconds), bumper ads (6 seconds, non-skippable), and mid-roll ads. YouTube advertising with an average CPM of 10-20 euros is significantly cheaper than TV.
Spotify: Audio Advertising for the Ears
Audio advertising is experiencing a renaissance. Spotify reaches over 600 million users worldwide. Audio ads have a crucial advantage: no banner blindness. Spotify offers podcast ads, music interruptions, and sponsored playlists. Especially interesting: mood targeting.
Twitch: Reaching the Gaming Generation
Twitch is the leading live streaming platform with over 30 million daily users. For brands outside the gaming industry, Twitch is still largely untapped -- and that is precisely the opportunity.
Connected TV (CTV): The Star Among Formats
CTV -- advertising on smart TVs via apps -- is according to IAB the fastest-growing ad format worldwide. It combines the impact of TV (big screen, lean-back experience) with the precision of digital (targeting, measurability). CTV advertising has a completion rate above 90 percent.
Product Placement: The Elegant Alternative
Product placement in streaming series is subtler and more effective than traditional advertising. "Emily in Paris" generated millions for brands like Vespa, Dior, and Rimowa -- without a single commercial. According to The Trade Desk, viewers remember product placements in streaming series three times better than traditional TV advertising.
Conclusion: Streaming Is the New Normal
The question is no longer whether streaming advertising is relevant -- but how quickly brands make the switch. The future of advertising is on-demand, personalized, and measurable. The new primetime is anytime.