13 May The TV Ad Market Is Being Taken Over by Streaming Platforms [Wall Street Journal]
By Suzanne Vranica and Nate Rattner
May 13, 2026| The hottest destination for television advertising these days isn’t traditional national TV. Rather, streaming platforms are gobbling up a growing share of ad dollars as their audiences expand.
After increasing rapidly in recent years, streaming ad spending is projected to approach $20 billion by 2029, not far off linear TV ad spending, according to estimates from ad consulting firm Madison and Wall.
The shift is expected to be a major theme at this week’s celebrity-studded upfront ad-selling event, when media and tech giants will be making a full-court press to convince brands to commit billions to their TV networks and streaming platforms.
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