TV+: Where Digital Meets Premium

One of the clearest stories to emerge from the HY 2025 Adspend Report is the rise of TV+. In the first half of 2025, more than a third of all digital video spend went into TV+, making it one of the fastest-growing parts of the market and a central pillar of advertiser strategies. 

Why? Because TV+ brings together the best of two worlds. On the one hand, it offers the premium, brand-safe environments that advertisers have long valued in broadcast. On the other, it delivers the flexibility, targeting and measurement that define digital. For brands, that combination is powerful, giving them both scale and accountability in the same space. 

It’s also being driven by shifts in consumer behaviour. Audiences are spending more time with streaming platforms, and services like Netflix, Disney+ and Amazon Prime are now offering ad-supported tiers. This has expanded the opportunity for advertisers to reach highly engaged viewers in new contexts, backed by data and insights that simply weren’t available in traditional TV. 

For agencies and brands, the challenge is to ensure TV+ isn’t treated as just another silo, but as an integral part of the broader media mix. Used well, it can complement other channels, from search and social through to retail media, creating campaigns that are not only impactful but measurable across the funnel. 

As digital ad spend heads towards £45bn by 2026, the growing role of TV+ is impossible to ignore. It’s where digital meets premium, and where advertisers can achieve the best of both brand and performance. The question is not whether TV+ should be part of the plan, but how soon it becomes central to it. 

Read the full HY 2025 Adspend Report here.