As Streaming Dethrones Broadcast, Advertisers Need a New Playbook to Capitalize on CTV

For the first time, streaming is pulling ahead of broadcast and cable TV viewing in the US, a change that signals a fundamental realignment in advertising strategy. The migration is clear from live sports on streaming-only platforms to the fading relevance of the traditional broadcast upfronts. In fact, streaming's share of television usage has climbed to 46%, while broadcast's individual share has fallen below 20%. In this new market, CTV is the new primetime, forcing brands to rethink how they reach consumers.

To understand the new reality of TV advertising, we spoke with Stefanie Beach, a programmatic advertising expert with a history of success on both sides of the ad-tech industry. As the CEO and Founder of The Marketeer Group and the host of The Digital Marketeer Podcast, she has spent her career at the intersection of media and technology. She believes that success in this new era depends on a fundamental change in how advertisers approach their audience.

According to Beach, success in CTV is driven by a people-first approach, where advertisers focus on purchasing specific audiences rather than traditional media placements. The ad spend reflects this new reality with global programmatic CTV ad spend reached an estimated $5.7 billion in the second quarter of 2025 alone, building on a 10% year-over-year growth trend from the first quarter. "We aren’t buying networks anymore. We are buying audiences and their behaviors. With CTV, we can target a specific show based on its audience, allowing for a curated strategy that broadcast simply can’t offer." she says.

• Advertising as entertainment: That audience-first approach unlocks a new creative playbook, including native integrations where advertisements can become part of the entertainment itself. "A great example was a promotion in The White Lotus for an alcohol brand. They incorporated the product not only into the show’s narrative with the characters but also into the commercial before the show started. It was native, natural, and so effective that it became an ad you actually wanted to watch. Thinking outside of the box like this is something you just can't get with broadcast."

• Adapt or appear archaic: Beach describes this as a "morphing" of the medium. She explains that as television changes its form, the main challenge for many brands is simply failing to adapt. In this new environment, clinging to outdated strategies leaves brands struggling to connect with audiences. "Brands that fail to adapt will be seen as archaic. They aren't moving with the new way the younger generation consumes media, and it will negatively affect their business," she predicts.

• Respect the viewer: Beach notes that this precision targeting requires a thoughtful approach to the viewer experience. An otherwise effective campaign can be undermined if it alienates viewers by prioritizing reach over relevance. "Understanding reach and frequency is critical because you can't over-saturate your audience. Viewers will notice if every single commercial break has the same exact ad. I don't mind seeing the same ad, but you have to spread it across different shows," she advises.

To provide a clear path forward, Beach outlines a practical framework for leaders planning their 2026 strategy. She notes that for those new to the space, expert partners can be invaluable for navigating a market where ad fraud rates can remain as high as 18%. Her advice centers on connecting a clear initial strategy with final measurement. "Don’t just do CTV to do it. Start with your 'why.' Then, build creative specifically for the medium, because repurposing old video assets won't work. Finally, make sure that what you are implementing and measuring ties directly back to that 'why.'"