Your Streaming TV budget is growing. But is your ROI keeping pace?
68% of marketers are increasing their Streaming TV budgets this year. Streaming now captures nearly 45% of all TV usage, surpassing cable and broadcast combined. The audience migration is clear. The question is whether your investment strategy is keeping up.
The hidden cost of rapid scaling
Streaming TV comes with a premium price tag. Our analysis shows it must work 4x harder than Linear TV to match ROI potential. Without proper governance, that premium becomes a problem.
Across £1bn in campaign spend, we’ve identified three costly pitfalls eroding advertiser returns:
The result? Marketers pay Streaming TV rates for outcomes that don’t match Streaming TV potential.
What governance looks like in practice
When a leading automotive brand shifted £87M from Linear to Streaming TV, they partnered with Ebiquity to ensure the investment would deliver Linear-like effectiveness.
As a result, we identified £79M in misaligned spend and delivered a 25% optimisation improvement through strategic governance.
Inside this whitepaper
Linear TV historically delivered an ROI of 5.94 and contributed 46.6% of total profit volume. As budgets shift, Streaming TV must fill that gap.
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