Streaming TV Advertising Growth Is Outpacing Expectations—Is Your Brand Ready?

Writer: Luis Reyes
Date: August 7, 2025

What’s on your watchlist right now? Maybe it’s the latest twist in Severance, a beloved series binge in the background, or comfort rewatches like Friends playing after a long day. Whether it’s you, your family or your friends on the remote, one thing’s certain—streaming is no longer just an option. It’s the norm.

According to Nielsen’s June 2025 report Streaming Reaches Historic TV Milestone, viewership continues to outpace previous years—reaching new highs across households and devices. For media buyers, this isn’t just another stat – it’s a signal. Traditional TV buys alone cannot deliver the reach you need for market coverage, as over 70% of viewing on ad supported channels is now on streaming according to the Simpli.fi Reporting Dashboard.

Without streaming TV, you’re missing entire portions of your audience. This is a clear signal that your brand’s streaming advertising strategy can no longer be treated as an experiment.

So how exactly is streaming shaping brand performance in 2025—and what can you do to make sure your strategy doesn’t just keep up, but exceeds expectations? Let’s dive into the data, examine key trends from the 2025 Simpli.fi Streaming TV Success Guide, and most importantly, review the solutions that put your media plans ahead of the curve.

MARKETERS ARE LEANING INTO CTV

Today’s media strategies are built in boardrooms where every dollar must prove its value. Yes, linear still earns a seat—but CTV is quickly becoming the first invite to the table.

Why? Because that’s where the audience is—and where their attention stays.

Think of a retail brand planning a Gen Z-focused back-to-school push. Traditional TV? Barely registers. Or a healthcare advertiser seeking to build trust in local communities—streaming delivers that message with precision, personalization, and minimal disruption.

The momentum is only accelerating. From 2023 to 2024, Simpli.fi saw a significant increase in CTV campaigns—and the trend isn’t slowing. As we move from 2024 into 2025, advertisers are directing an even greater share of their media campaigns toward CTV solutions. It’s clear that streaming is no longer a supplemental channel—it’s becoming the strategic centerpiece. With every planning session and media mix discussion, streaming TV continues to claim a larger, more permanent part of the pie.

REACH IS STILL KEY

Targeting is smart. Creative is crucial. Optimization is expected. But none of it moves the needle unless you’re reaching the right audience at the right time.

Reach remains the cornerstone of every successful campaign, and in 2025, it’s more critical than ever. With media consumption spread across screens, platforms, and devices, marketers are facing a complex challenge: how to ensure their message lands with enough audience reach to move the needle and meet business goals.

That’s where the power of connected TV comes in. Through CTV-based targeting alone, Simpli.fi enabled advertisers to reach almost 200 million unique users in 2024 alone.

Whether you’re a national brand launching a product or a regional player boosting local awareness, connected TV gives you reach that works. It’s no longer just about being seen—it’s about being seen by the people who matter most to your brand.

CTV CPMS ARE DROPPING – HOW CAN YOU CAPITALIZE?

When CTV first hit the scene, its price tag kept some advertisers at bay. Premium inventory, limited supply, and high CPMs made it feel out of reach for budget-conscious brands.

That’s changed.

With inventory expanding and streaming leaders making more and more inventory available, entry points are dropping. Average CPMs have steadily declined over the past two years, opening the door for more brands to leverage the strength of CTV for high-impact, brand-building campaigns.

Simpli.fi’s ZTV solution provides the entry point you’ve been looking for. Simpli.fi’s ZTV solutions make it easier for brands and advertisers to access and plan streaming TV with more control than traditional zoned cable. With competitive pricing, smart ZIP code targeting, digital tracking, and privacy-safe tools like PMPs and allowlists, it’s a simpler, smarter way to reach the right audience.. With streamlined planning and precision targeting, brands can scale reach and improve performance across streaming TV campaigns.

BRANDS ARE FINDING SUCCESS WITH SIMPLI.FI’S CTV SOLUTION

In today’s market more brands are turning to streaming TV to boost reach and maximize efficiency. While linear TV still holds value in many media plans, challenges like limited attribution and shrinking inventory are pushing advertisers to seek smarter, more targeted alternatives that deliver measurable performance.

Choctaw Casinos utilized CTV to drive down impression costs with TRG and Simpli.fi. Leveraging the efficiency of streaming TV to stretch their dollars with precision, Choctaw Casinos extended reach via low CPMs ensuring coverage of their full slate of potential customers. Drive up your reach and frequency with Simpli.fi’s ZIP code targeted streaming TV like we did for Choctaw Casinos.

If streaming TV is already part of your strategy, further refinement is needed as CPMs can still be competitive. Partnering with a company like Simpli.fi that offers some of the top relationships with premium partners in the market provides proprietary access. Plus, our ZIP code targeted solution provides increased impressions at half the price of typical streaming TV partners.

THE TIME FOR STREAMING TV IS NOW

As streaming continues to redefine how audiences consume content, advertisers are no longer asking if they should invest in CTV—but how much more of their campaign dollars they should shift toward it. From growing usage rates to regional trends and record-breaking reach, the data is clear: CTV is not just a rising star in your media mix—it’s becoming the centerpiece.

Marketers today are tasked with more than just delivering impressions—they’re expected to deliver results, relevance, and efficiency. CTV empowers them to do just that, offering the precision of digital with the scale of television. And as we look ahead, the most successful brands won’t be the ones treating streaming as an experiment—they’ll be the ones building their strategies around it.

Whether you’re rebalancing your budget, expanding into new markets, or simply trying to connect with your audience where they are, the opportunity is right in front of you.

 
This isn’t a preview. Streaming TV is live now. The only question is, are you ready? Download the 2025 Simpli.fi Streaming TV Success Guide to stay ahead of the curve—and when you’re ready to accelerate your next campaign, reach out to your Simpli.fi rep or contact hi@simpli.fi.

Luis Reyes Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape.