RECEIPT #IAN-WH
OCT 29, 2025
PREDICTION BY
Ian Whittaker“There’s starting to be this change in conversation from advertising being seen as a cost to really being seen as an investment. And that should mean [the] media sector should grow its revenues over time and actually take more share of the overall pocket. ... advertising opportunities were growing thanks to a shift in attitudes… as seen by Netflix and Disney+’s move to incorporate ad‑enabled tiers into their SVOD propositions.”
FOLLOW-UP
As of August 2026, early evidence is directionally consistent but not conclusive. Major streaming platforms continue to expand ad-supported offerings, indicating increased advertising integration. Industry forecasts for 2025–2026 project continued growth in global ad spend and a rising share of total corporate revenue from advertising. However, as this is a 'multi-year structural forecast,' the full long-term outcome is still in progress.
ORIGINAL SOURCE
A change in conversation about advertising (Kantar)