‘Tis the streaming season: how Christmas viewing is rewriting the rules of TV advertising
Opinion
Streaming is well-suited to the festive consumer mindset, presenting the perfect Christmas gift for media buyers, says Magnite’s Sam Wilson.
This holiday season, streaming is shaping more than just what people watch – it’s increasingly influencing how they shop, with 59% of Connected TV (CTV) viewers saying TV ads help inform their festive purchases.
Since 2021, streaming usage in the UK has grown by 71%. In addition to tuning in to scheduled TV, consumers are building personalised festive watchlists and returning to their favourite seasonal content, creating high-attention moments in which ads feel more relevant and trusted.
For media buyers, the shift towards streaming and on-demand viewing represents a significant opportunity. Streaming platforms and CTV offer precision, flexibility, and the ability to align messaging with viewers’ real-time mindsets, something traditional TV can’t match.
However, from a marketer’s perspective, the fragmentation of the TV advertising marketplace (and, therefore, of the TV audience) is one of the biggest contemporary challenges they face in creating an effective media plan.
Advertising on CTV
The evolution of CTV as an advertising channel in the UK has been gradual. While many major streaming services originally launched with an ad-free subscription model, most have since introduced ad-supported tiers, driven by consumers’ willingness to watch ads in exchange for free or reduced-cost access to content.
Recent research shows that 37% of new subscriptions in Q2 were for ad tiers, up from 26% a year earlier. At the same time, broadcaster video-on-demand (BVOD) channels and free ad-supported (FAST) channels from content owners and original equipment manufacturers are gaining new viewers, further fragmenting the TV marketplace.
As a result, ad-supported streaming now reaches 44% of UK households and is projected to outnumber ad-free platforms by 2026. Yet, despite this rapid adoption, many advertisers still treat CTV as an ‘emerging channel’, even though viewers have already adapted.
How Christmas viewing habits are being rewritten
On-demand festive traditions are on the rise as audiences binge classic Christmas films, revisit favourite series, and explore new festive originals whenever they choose.
This shift from mass broadcasting to individual viewing journeys has reshaped how people experience seasonal content – and the emotional impact of that content helps explain why it drives higher brand recall and receptivity.
To meet evolving viewing habits, many platforms have rolled out dedicated festive channels that run Christmas content around the clock. These always-on seasonal streams highlight the flexibility of digital scheduling and the ability to curate programming to mirror audience demand.
Unlike traditional media, premium streaming platforms offer emotionally engaging environments that make audiences more receptive, relaxed, and primed to discover.
The shared, cosy ritual of festive viewing amplifies emotional connection, making brand messages feel like a natural part of the experience rather than an interruption. In this context, seasonal storytelling can spark gift discovery, influence brand consideration and prompt last-minute purchases.
As a result, streaming is well-suited to the festive mindset. It aligns with the ‘explore, plan and purchase’ journey – reaching audiences at the right moment, when they’re thinking about making a purchase or already in the process, helping turn consideration into action.
As viewers immerse themselves in holiday movies and seasonal specials, inspiration turns into intent in real time. With just a few clicks or a second screen in-hand, audiences can move seamlessly from watching festive content to browsing gift ideas and making purchases instantly.
Why CTV and programmatic give buyers the advantage
CTV offers advanced targeting that goes beyond demographics to reach audiences based on behaviour, interests, and context.
Leveraging first and third-party data, media buyers can tailor messaging for early planners, deal-seekers, and last-minute shoppers, using audience signals rather than broad demographics.
Programmatic tools further help brands to cut through festive clutter with addressable targeting, contextual relevance, frequency control, and real-time budget shifts toward high-performing inventory. This helps ensure campaigns remain relevant, efficient, and impactful throughout the season.
Shoppable CTV ads are also on the rise, particularly among younger people who value the streamlined buying experience.
From an advertiser’s perspective, these formats provide clearer attribution, making it easier for marketers to understand the relationship between ad exposure and sales. As consumers become increasingly comfortable buying via shoppable mobile ads, the opportunity for that innovation to translate to the biggest screen in the home is clear.
Additionally, the opportunity to advertise on that large screen, traditionally only open to companies with significant creative budgets, is now within reach for small and medium-sized enterprises.
Programmatic buying and AI-enabled creative tools have levelled the playing field, enabling a wider range of advertisers to leverage CTV’s impact and scale.
Festive selection
To successfully navigate the evolving CTV environment, brands should do as viewers do: pick and choose the channels and platforms that best align with their goals.
In a season defined by emotion, connection, and generosity, streaming doesn’t just provide entertainment; it can turn inspiration into measurable commerce.
Whether it’s established brands modernising their media mix or digital-first players entering the TV arena, now is the time for advertisers to meet audiences where they are and embrace CTV in all its glory.
By aligning with festive mindsets at every stage of the journey, CTV becomes one of the most powerful drivers of discovery, consideration, and conversion during the most competitive shopping moment of the year.
Buyers who understand these patterns will be best positioned to turn festive engagement into meaningful actions, unlock stronger campaign performance and set 2026 off to a great start.
Sam Wilson is VP SpringServe at Magnite