Advertising dollars are increasingly flowing to streaming TV services—and given the growth of the global streaming market, which is expected to hit $223.98 billion by 2028, it’s easy to see why.1
In fact, Americans spend more time engaged with streaming video than cable (28.3% of TV share) broadcast TV (22.5% of TV share) and other options like video games and DVDs (10.7%).2 Young adults in particular gravitate to the category, with 60% choosing online streaming as their preferred choice for TV viewing.3
“Streaming TV meets consumer demand for instant gratification with on-demand access to their favorite shows whenever they want, on any device,” said Megan Kaleshian, VP, director of digital marketing for The Food Group. “And streaming platforms can enhance the user experience with personalized recommendations based on viewing history and preferences. All of this makes these very attractive platforms for advertisers.”
Last year, streaming ads outperformed their linear TV counterparts for a rising tide of quick-service restaurant brands, including McDonald’s (+66%), Starbucks (+47%), Chick-fil-A (+32%), Carl’s Jr. (+29%) and Zaxby’s Restaurant (+28%).5
Just as consumers gravitate to streaming services for flexibility, advertisers feast on the versatility of the advertising platform, including running ads in-stream, before, during or after the main video content, or outstream, alongside other content like articles.
“Because streaming ads run within TV content watched through an internet-connected device, they have a lot more flexibility than traditional TV ads,” said Nicole Bland, digital strategist at The Food Group. “They’re much more measurable, with real-time analytics, and tailored to reach specific audiences based on demographics, geographic location, behaviors and preferences."
Bland cites KitKat as an example of a major brand leveraging streaming TV advertising. In partnership with Amazon Ads, KitKat used gaming platform Twitch to reach a hyperengaged gaming community, with Twitch premium video ads incorporated into live broadcasts across devices.7
Streaming shoppable ads are another innovation that seamlessly integrates product offers into streamed content by allowing viewers to purchase directly from their TV screen or mobile device. Kroger’s “Shop the Scene” holiday experience on Hulu enables customers in select geographies to scan an on-screen QR code to shop recipes inspired by “National Lampoon’s Christmas Vacation.”
While a more understated method of advertising, in-stream product placements where food and beverage brands are subtly integrated into streamed content like props are also popular. This approach enables advertisers to gain a presence within streamed storylines, without overtly selling—an especially effective gambit for ad-free streaming options.
“The streaming TV landscape continues to evolve, especially as AI opens up new possibilities for immersive ads and optimizing messaging and visuals for the greatest engagement,” said Keleshian. “One thing is for sure: The time for feeding your business with streaming TV advertising is now.”
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1 Pangarkar, Tajammul, “Streaming Services Statistics and Facts (2025),” Market.us Scoop, January 14, 2025
2 Start.io, “For the First Time, Advertisers Will Spend More on CTV Ads Than Traditional TV, Report Says,” May 7, 2024
3 Tinuiti, “100 Streaming Statistics & Trends for Advertisers,” April 26, 2024
4 Benes, Ross, “Streaming Services Now Receive More Subscription Revenues Than Traditional TV,” eMarketer, January 27, 2025
5 Business Wire, Chick-fil-A, McDonald’s, and Starbucks’ Streaming Ads Outperformed Linear in Q1 2024, per QSR Convergent TV Outcomes Report, April 25, 2024
6 Sauce, “Connected TV Advertising for Restaurants: Targeted Marketing That Delivers,” March 20, 2023
7 Amazon Ads, “How KITKAT Used Twitch Ads to Reach Audiences,” 2022