With the 2024 election season in the rearview mirror, the TV industry is going through a post-election “ad hangover.” With billions spent on political ads, the anticipated withdrawal could impact both traditional and streaming TV platforms. Local broadcasters, cable networks, and streaming services that benefited from this boom now face leaner times, with reduced ad budgets potentially affecting programming and operations. However, this shift opens opportunities for fresh ad strategies.

One promising trend lies in contextual advertising and ads targeting small-to-medium businesses (SMBs). Instead of relying heavily on massive ad buys, TV platforms can pivot toward personalized, relevant ads that don’t necessarily require a huge budget. Platforms like Hulu and Peacock have already embraced this approach, and we may see it expand as others look for sustainable revenue sources in a saturated ad market. Meanwhile, the TV operating system (TV OS) market is heating up, as companies like Samsung, VIZIO, Amazon, and Google compete for dominance. These tech giants see TV OS as a prime way to control the flow of content, advertising, and viewer data.
Platforms that can leverage TV OS will have an edge in the streaming era, where first-party data and a personalized viewing experience are more valuable than ever. In this landscape, TV OS developers are likely to integrate more ad-supported options that keep services affordable and boost engagement.

With ad revenues likely to drop, the future of TV lies in adaptive, tech-driven strategies that can maintain viewer interest while keeping advertisers happy. Whether through contextual ads, expanding TV OS capabilities, or exploring new partnerships, the industry is primed for a major evolution. Expect these shifts to shape a dynamic—and data-rich—future for both viewers and advertisers in 2025 and beyond.

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