2025 TV is Fragmented — But That’s an Opportunity

The television landscape in 2025 has reached an unprecedented level of fragmentation. Viewers now split their time across linear TV, connected TV (CTV), subscription-based video-on-demand (SVOD), ad-supported video-on-demand (AVOD), Free Ad-Supported TV (FAST), and a sea of niche streaming platforms. While some in the industry see this dispersion as a challenge, the reality is far more optimistic: fragmentation is not a bug, it’s a feature — and one that unlocks incredible opportunities for brands ready to embrace data-driven strategies.

Precision Through Data-Driven Advertising

In the past, advertisers cast wide nets on prime-time slots, hoping their message would resonate with enough viewers. But in 2025, that approach is outdated. The fragmentation of TV means audiences are more niche, but also more trackable. Every view, skip, and engagement creates a rich tapestry of data, which advertisers can now leverage.

According to eMarketer's May 2024 forecast, linear programmatic TV ad spend is projected to grow steadily through 2025. This growth is attributed to advertisers leveraging data-driven strategies to enhance targeting and measurement capabilities within traditional linear TV platforms. While linear TV ad spend is expected to decrease by 13.3% in 2025, falling to approximately $51 billion, the segment of data-driven linear advertising is anticipated to expand.

With the rise of data-driven TV and programmatic buying, marketers can deliver ads not just to demographics, but to households and individuals based on behavioral, geographic, and contextual data. This granularity makes campaigns more efficient and effective. In this new era, waste is out, and precision is in.

A Pathway to Consumer-Centric Experiences

Consumers no longer tolerate irrelevant ads. The fragmented video ecosystem allows advertisers to meet viewers where they are — and more importantly, how they want to be approached. Platforms can serve tailored content based on viewing habits, time of day, and even mood, inferred through real-time context.

This creates a seamless, consumer-first experience. Imagine a viewer watching a cooking show on a food-centric FAST channel — and being served an ad for grocery delivery, not a random car commercial. This level of relevancy builds brand affinity and drives higher conversion.

Moreover, ad formats are evolving. Interactive ads, QR-code-enabled spots, and sequential storytelling across multiple platforms are no longer futuristic — they are now. Innovid reports that interactive ads generate an average of 73.14 additional seconds of consumer engagement compared to standard pre-roll ads. This creates even more allure for marketers to switch up their video strategy for new formats they may not have thought of before.

Competitive Advantage Through Data and Content Targeting

Brands that master the interplay between data and content targeting gain a decisive edge. In a fragmented ecosystem, owning or accessing the right data — and knowing how to activate it — is a superpower. It's no longer about the biggest budget; it's about the smartest strategy.

Savvy advertisers in 2025 are building dynamic creative tailored to segmented audiences, measuring performance with real-time analytics, and optimizing campaigns on the fly. They aren’t just advertising; they’re orchestrating highly personalized viewer journeys.

This environment rewards agility and intelligence. Media buyers who can unify insights across platforms — from Hulu to YouTube, Pluto TV to Peacock — stand to outperform competitors stuck in legacy models.

Conclusion: A New Golden Age for TV Advertising

Fragmentation might seem like chaos, but for the brands that embrace it, it’s a ladder. A ladder to more precise, personalized, and performance-driven advertising. As 2025 unfolds, the winners in the TV space will be those who stop fighting fragmentation and start using it as a strategic advantage. Platforms like Simulmedia that understand who your audience is and where they are engaging with content, and can measure the reach and performance your ad is driving, will allow advertisers to embrace the fragmentation and unlock exponential growth opportunities.

Television hasn’t lost its power. It’s just transformed. And in this new landscape, opportunity belongs to those who know how to connect the dots.