Streaming services are developing subscription plans with ads, TV manufacturers are expanding their offering of free, advertising-funded channels, and audiences are choosing traditional TV programmes, on-demand series and content from YouTube on the same screen. This way of watching is also changing television advertising, a topic discussed at SoMo Borac by Ivan Ljubičić, Managing Director for Mediavision and Pickbox.
One indicator of this change is the growth of streaming plans that combine subscriptions and ads. According to projections from Ampere Analysis presented during the talk, total revenue from these plans, comprising subscriptions and advertising, is expected to exceed revenue from ad-free plans by 2029.
Internet-connected televisions, or Connected TV, are simultaneously becoming a shared point of access to linear channels, streaming platforms and digital video. A viewer’s statement that they “don’t watch television” therefore does not necessarily mean they do not use a television screen. It may mean they choose content through apps rather than through traditional television programming. Ljubičić highlighted this gap between the industry’s understanding of television and the way audiences perceive it.
However, the expanding range of choices does not mean that linear television is losing its leading position in all market segments. According to Ampere Analysis data for Central and Eastern Europe, linear television advertising revenue in 2026 is estimated to be 30.2 per cent higher than in 2017. Among the video advertising segments shown in the presentation, linear television remains in the lead, despite the strong growth of digital video.
The role of thematic TV channels, which bring together audiences interested in films, series, documentaries or entertainment content, is also relevant to media planning. They can offer advertisers additional reach alongside existing television campaigns and the opportunity to address clearly defined target groups.
The event also featured the introduction of Mediavision Sales House, a sales house that will begin operating on 1 January 2027. Its initial offering will bring together advertising space across six thematic pay-TV channels in Croatia, which will be included in Nielsen audience measurement.
