Streaming platforms are absorbing an increasing share of television advertising expenditure, with advertiser spending on streaming projected to reach nearly $20 billion by 2029. This trend, driven by expanding streaming audiences and the popularity of ad-supported streaming models, is expected to be a major focus at upcoming upfront ad-selling events. Advertiser spending on streaming is nearing parity with traditional linear TV ad spending.
Streaming advertising is now close enough to linear TV that it matters in the same budget conversations, not as a niche line item. That changes the economics of upfront selling for media and tech companies, which are using this week’s celebrity-heavy event to court brands across TV networks and streaming platforms. Madison and Wall’s projection that streaming spend reaches nearly $20 billion by 2029 is the clearest marker to watch, along with whether the gap to traditional TV continues to narrow in the firm’s yearly estimates.
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