TV is back, on demand. Why VOD is the channel to watch in 2026
TV video on demand was forecast as the UK’s fastest-growing channel this year. It’s no longer just for big brands.
WARC and the Advertising Association forecast TV video on demand to grow 13.8% in 2026, the fastest of any channel in their outlook, helped by major sporting events like the World Cup [1]. Addressable TV grew 15.5% in the first quarter [2].
Why it’s changed
Lower entry points. Streaming and broadcaster VOD platforms let smaller brands buy targeted audiences without national TV budgets.
Better targeting. Addressable TV can reach specific regions, interests or households.
Big-screen impact. Your ad sits in premium content, watched on the living-room TV.
How to make it work
Build creative for the big screen: clear, confident and often sound-on.
Reuse your best-performing social ideas, re-cut for TV rather than copy-pasted.
Pair TV with search and social so people who see it can find you.
Measure uplift in branded search and direct traffic, not just last click.
Sources
UK ad spend to exceed £50bn in 2026, Marketing Week (January 2026)
UK advertising investment rises 9.3% to £11.7bn in Q1 2026, Advertising Association (July 2026)
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