Alliances between broadcasters and streamers

The year 2025 marks a clear acceleration in the transition from traditional linear media to streaming platforms. While TV remains popular, viewing time is gradually declining, and streaming services continue to gain ground.
Each platform now plays a distinct role. Linear TV is still the go-to for live sports, current affairs, and entertainment – especially among viewers aged over 45. Streaming video is where viewers, – particularly younger ones – actively select content and control their viewing moments. That is why we focus on offering Total Video – a combination of TV and SAVOD (SVOD with ads) – longform content viewed on the big screen, where attention, quality, and impact converge.

Another promising development is Addressable TV, launched in Q4 2024 – which enables the replacement of commercials in regular TV ad breaks with ads tailored to specific target groups (for example, based on behaviour, interests, or region). Thanks to partnerships with VodafoneZiggo and data providers, we can offer increasingly refined audience targeting with expanding reach.

Over the past year, we have conducted extensive studies on the impact of SAVOD in the Dutch market – not through a single study, but via a series of research initiatives.Our research includes over 35 Brand Lift Studies, which show that ads on SAVOD not only stand out but are also positively received.
We have also conducted multiple campaign effectiveness studies with Kantar | Memo2, using audio fingerprinting to measure campaigns that included SAVOD, TV, online video, and YouTube. These studies show strong brand KPI results for SAVOD and reveal that SAVOD is particularly effective in reaching light TV viewers.

Since July 2025, we have become part of DPG Media, marking the beginning of a new chapter filled with opportunities. While many of our plans are still in development, we are looking forward to what lies ahead with great anticipation.
I am particularly excited about the continued development of the NMO viewing research in 2025/2026, which will enable us to measure Total Video consumption more accurately – across online video, traditional TV, and all devices, both in and outside the home.
Another key project is the launch of a Total Video campaign measurement called XCM – short for Cross Campaign Master, which will provide clear insights into the combined and incremental reach of TV and online video campaigns.
Meanwhile, the ever-expanding possibilities of AI are accelerating the pace of innovation across our projects. From sharing data, and insights with the market, to developing AI-powered campaigns for advertisers, and enabling precise audience targeting for Addressable TV – at Ad Alliance, AI is a key strategic focus that we are fully committed to. 

Streaming video has become one of the most transformative trends in media. More and more Dutch viewers are opting for SAVOD – Subscription Advertising 
Video On Demand – offering lower-priced subscriptions on streaming platforms with limited ads.

Ad Alliance, our Dutch sales house, has launched a SAVOD package with Videoland, Disney+, HBO Max, and SkyShowtime.

Viewers of streaming services are distinguished by a relatively high level of education, income, and social class, as well as a relatively young age, with particularly strong representation in the 25–34 age group. 
These characteristics make them a valuable target group for advertisers

LIFT studies by Kantar|MeMo² show that SAVOD has a major impact on brand KPIs such as Ad Awareness, Brand Consideration and Purchase Intention. The graph shows the average scores for SAVOD brand KPIs compared with the average results of all video channels used (TV, YouTube, video in general) in a campaign. 
The findings are based on campaign impact measurements in which SAVOD was included as part of the media mix. These results show that SAVOD makes an above-average contribution to brand impact.