{"id":46259,"date":"2025-10-20T15:27:59","date_gmt":"2025-10-20T19:27:59","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=46259"},"modified":"2025-10-16T15:49:06","modified_gmt":"2025-10-16T19:49:06","slug":"the-streaming-shift-in-media-strategy","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2025\/10\/20\/the-streaming-shift-in-media-strategy\/","title":{"rendered":"The streaming shift in media strategy"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F&text=The%20streaming%20shift%20in%20media%20strategy&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=The%20streaming%20shift%20in%20media%20strategy https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>The video market is fragmenting \u2014 but the prize is bigger than ever. According to MediaRadar analysis, U.S. ad spend will surpass $500 billion by 2028, with video alone accounting for $220 billion.&nbsp; The question for media leaders isn\u2019t if those dollars will flow, but who will capture them.<\/p>\n\n\n\n<p>Sports, social video, and AI-driven targeting are rewriting the rules of engagement. For executives, the opportunity is clear: act now to secure share, or risk losing ground to platforms and competitors who move faster.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sports-and-streaming-a-new-business-lever\">Sports and streaming: a new business lever<\/h2>\n\n\n\n<p>Live sports remain the most valuable premium video inventory, commanding CPMs north of $14, according to MediaRadar 1H 2025 estimates. Yet the structure of rights is rapidly shifting. In the 2025\u201326 NFL season, MediaRadar projects:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>46% of games will be simulcast across linear and streaming<\/li>\n\n\n\n<li>46% will be linear-only.<\/li>\n\n\n\n<li>8% of games (20 total) will stream exclusively.<\/li>\n<\/ul>\n\n\n\n<p>This fragmentation isn\u2019t chaos. It\u2019s leverage. Publishers are using it to their advantage by bundling across platforms and segmenting audiences more precisely, tapping into the 11% year-over-year growth in digital channels and the projected $220 billion in video ad spend by 2028, according to MediaRadar analysis.&nbsp; With Amazon, YouTube, and Netflix expanding coverage, publishers positioned across both linear and streaming can bundle inventory, maximize yield, and deliver addressable audiences at scale.<\/p>\n\n\n\n<p>Case in Point: In 2024, live sports streaming alone neared $6 billion in ad spend according to MediaRadar analysis. Platforms like Amazon and Peacock benefited most. However, publishers who can sell across channels stand to capture premium demand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-social-and-user-generated-video-the-budget-shift\">Social and user-generated video: the budget shift<\/h2>\n\n\n\n<p>Scripted content once accounted for 70% of U.S. viewing; today, it\u2019s closer to 30%. User-generated content (UGC) now represents nearly half of all viewing<sup> <\/sup>according to MediaRadar 1H 2025 estimates. While CPMs average just $4, the scale is undeniable &#8211; and advertisers and media executives alike are chasing it.<\/p>\n\n\n\n<p>Automotive, finance, and CPG brands are redirecting budgets from scripted into YouTube, Instagram, and TikTok. For publishers, the strategic question is no longer <em>whether<\/em> to invest in these ecosystems, but <em>how<\/em> &#8211; via influencer collaborations, branded content, and social partnerships that extend reach and diversify revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-from-wild-card-to-margin-engine\">AI: from wild card to margin engine<\/h2>\n\n\n\n<p>AI is often positioned as experimental, but for publishers it\u2019s becoming a margin mandate. According to MediaRadar\u2019s analysis, AI is reshaping three critical areas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search &amp; discovery:<\/strong> AI helps audiences cut through fragmentation to find premium content \u2014 and helps publishers surface it more efficiently, compressing the cost of audience acquisition while expanding the yield from discovery.<\/li>\n\n\n\n<li><strong>Information management:<\/strong> By automating insights and replacing armies of analysts with real-time optimization, AI dramatically compresses operational costs and expands yield through faster, smarter decisioning.<\/li>\n\n\n\n<li><strong>Content generation:<\/strong> In creative and bidding workflows, AI streamlines production and media planning, compressing content development costs and expanding yield by scaling personalization and campaign throughput.<\/li>\n<\/ul>\n\n\n\n<p>For media executives, the implication is simple: AI compresses cost and expands yield. Integrating AI into targeting and personalization is no longer optional; it\u2019s the difference between competing on price versus competing on value.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-publishers-need-to-do-now\">What publishers need to do now<\/h2>\n\n\n\n<p>The next 24 months will determine market leaders. Here\u2019s how to protect and grow share:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Align with sports:<\/strong> Premium live events still command the highest CPMs. NFL streaming rights on Amazon, YouTube, and Netflix open fresh monetization channels.<\/li>\n\n\n\n<li><strong>Leverage social and UGC:<\/strong> Nearly half of viewing happens here. Automotive and finance brands are already investing heavily in YouTube and Instagram. Publishers need to meet them where spend is flowing.<\/li>\n\n\n\n<li><strong>Invest in AI-driven targeting:<\/strong> Precision targeting turns fragmented inventory into measurable, ROI-driven campaigns. Dynamic ad personalization increases yield.<\/li>\n\n\n\n<li><strong>Double down on data:<\/strong> First-party insights are pricing power. Even in a soft ad market, MediaRadar analysis found digital channels grew 11% YoY in H1 2025.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-looking-ahead\">Looking ahead<\/h2>\n\n\n\n<p>The path forward is clear: streaming, sports, and AI will define the next era of video advertising. Together, they represent the pillars of a new video economy\u2014one where reach, relevance, and rights management will determine who thrives and who fades.&nbsp;&nbsp;<\/p>\n\n\n\n<p>As we said in our <a href=\"https:\/\/www.mediaradar.com\/on-demand-webinar-the-future-of-video-advertising\/?utm_source=dcn&amp;utm_medium=article&amp;utm_campaign=partnership\">recent webinar<\/a> from the <a href=\"https:\/\/www.mediaradar.com\/state-of-the-industry-webinar-series\/?utm_source=dcn&amp;utm_medium=article&amp;utm_campaign=partnership\">State of the Industry Series: <\/a><em>\u201cIn times of change, data is your greatest advantage.\u201d<\/em> Executives who act now\u2014before platforms consolidate power again\u2014will set the pace for the industry.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-about-the-author\">About the Author<\/h4>\n\n\n\n<p>Matt Krepsik, CEO of <a href=\"https:\/\/www.mediaradar.com\/\">MediaRadar<\/a>, is an experienced media executive with a demonstrated history of working across the media and information technology industries. Skilled in big data, artificial intelligence, technology, marketing, and market research, he is a seasoned business development professional with global leadership experience.<\/p>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F&text=The%20streaming%20shift%20in%20media%20strategy&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=The%20streaming%20shift%20in%20media%20strategy https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F10%2F20%2Fthe-streaming-shift-in-media-strategy%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>The video market is fragmenting \u2014 but the prize is bigger than ever. According to MediaRadar analysis, U.S. ad spend will surpass $500 billion by 2028, with video alone accounting&#8230;<\/p>\n","protected":false},"author":4486,"featured_media":46262,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4399,4301,4845],"tags":[164,1220,2746],"coauthors":[5003],"class_list":["post-46259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-supporter-spotlight","category-video","tag-digital-advertising","tag-sports","tag-streaming-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The streaming shift in media strategy - Digital Content Next<\/title>\n<meta name=\"description\" content=\"The video marketplace is complex and valuable, than ever. 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