On-demand is becoming the first choice
TV usage is increasingly shifting towards offerings that can be accessed flexibly in terms of time, including streaming services, media libraries and on-demand formats. According to TGI Global Quick View 2026 by Kantar Media, 49% of respondents said that they predominantly access such non-linear offerings, compared to 27% in 2021. Traditional television is thus continuing to lose importance and is used less frequently as the first point of access to moving images. Streaming and on-demand platforms now play a key role in determining how videos are consumed and how flexibly consumers plan their everyday media lives.
What makes streaming services compelling
When deciding in favour of a streaming or on-demand service, there are several factors that together determine the user experience. Exclusive content plays a role for 37%, picture and sound are important for 40%, the type of content for 41% and the number of available titles for 42%. However, price has the strongest impact, with 49% citing it as a decisive factor. This weighting explains why attractively priced models are receiving an additional tailwind.
In the European market, the report shows a correspondingly high level of openness to ad-financed variants. The willingness to accept advertising if it makes the subscription cheaper is 58% in Europe. Many users see the price advantage as a fair trade-off, creating an environment in which advertising messages meet an open-minded audience that uses digital video content intensively and regularly. For retailers and brands, this means predictable reach in attention-grabbing contexts and additional leverage in the communication of offers.
Streaming advertising activates noticeably
Advertising in streaming measurably leads to direct action. According to the latest report, 56% state that they search for products online while streaming that they have previously seen in adverts. This figure emphasises the high level of activation and shows streaming as an environment in which advertising messages directly translate into concrete actions. It is therefore a setting in which moving images not only generate reach, but also reliably support the transition to the next stage of interaction.
Would you like to know how you can make optimum use of these environments for your advertising and where streaming can be most effectively integrated into your media mix? We will be happy to advise you.