The TV advertising landscape has split into two worlds: linear broadcast television and ad-supported streaming platforms. Both reach massive audiences, but they work differently, cost differently, and measure differently. Here's how to allocate your video advertising budget in 2026.
Linear TV: Still the Reach King
Linear TV reaches 95% of adults weekly and remains unmatched for simultaneous mass reach. Major events — Bundesliga finals, Tatort premieres, news breaking moments — still draw audiences that no streaming platform can match in a single moment. For brand launches and mass awareness campaigns, linear TV delivers density that nothing else can.
Streaming: Precision + Premium
Netflix, DAZN, RTL+, Amazon Prime Video, and Joyn now offer ad-supported tiers that combine TV's premium environment with digital targeting. You can reach specific demographics, interests, and behaviors — something linear TV does with a sledgehammer, streaming does with a scalpel. Completion rates average 95% because ads are unskippable in premium content.
"The question isn't linear OR streaming — it's the right ratio. For most brands in 2026, we recommend 60% streaming / 40% linear for audiences under 45, and the inverse for 45+. Follow the audience, not the tradition."
Cost Comparison
- Linear TV CPM: €15-30 (broad targeting, mass reach)
- Netflix Ads CPM: €30-50 (premium environment, precise targeting)
- DAZN CPM: €20-40 (live sports, engaged male audience)
- RTL+ CPM: €15-25 (German content, broad demographics)
- Amazon Prime CPM: €20-35 (purchase-intent audience)
The Hybrid Strategy
The smartest advertisers run hybrid campaigns: linear TV for mass reach events and cultural moments, streaming for always-on frequency and precise targeting. The same creative runs across both — but format-optimized. 30-second hero cuts for linear, 15-second versions for streaming, and 6-second bumpers for digital retargeting.
Measurement: The Streaming Advantage
Streaming platforms deliver what linear TV never could: deterministic measurement. You know exactly who saw your ad, how many times, and what they did next. Cross-device tracking, household-level targeting, and attribution to website visits and purchases make streaming the most measurable video advertising channel available.
Navigate the TV/streaming landscape with our streaming advertising and TV advertising expertise.