Changing TV-watching mindset | Deloitte Insights

As ads become more common in the streaming video experience, streaming can look more like traditional TV, monetizing eyes with ads. Two distinct business models—TV and SVOD—appear to be steadily converging into one. However, unlike cable or broadcast TV, AVOD is often being chosen (or tolerated) by consumers as part of a broader mix of services, bundles, and household budget strategies. With minimal friction for canceling subscriptions, streamers are challenged to gather large enough audiences to draw premium ad spending from brands. Streamers may lack the customer data and advanced technologies of social platforms, and connected TVs still lack the interactivity of smartphones and the web. For example, early experiments with shoppable media on connected TVs have relied on on-screen QR codes that can be captured by a viewer’s smartphone, handing off the purchase to that device. 6 As Deloitte has shown in our 2025 Media and Entertainment Outlook, ad spending is growing more on larger open video platforms, with advanced data and AI, trusted creators, and massive global audiences. 7  On social video platforms, ads are targeted, clickable, and often skippable, and can be seen as more personalized, creator-led, and “native.” Streaming ads can still feel interruptive to the
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