Everyone's fighting over the same eyeballs.
Instagram. TikTok. Facebook. YouTube.
The costs keep rising. The returns keep shrinking. And every creator with a ring light is competing for the same attention.
Meanwhile, there's a whole audience sitting on their couches watching streaming TV who never see your content.
Think about it:
While you're battling the algorithm, there are people watching Netflix, Hulu, and Roku who have money to spend and aren't being bombarded by "passive income" promises every 3 seconds.
Less competition. Different audience. Untapped attention.
The problem was always access. TV ads used to require massive budgets and agency relationships.
Not anymore.
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
Here's why this matters if you're building a newsletter or selling digital products:
The creators who win in 2025 aren't the ones who grind harder on saturated platforms.
They're the ones who find attention where others aren't looking.
Your competition is zigging. They're all fighting for the same Instagram real estate, paying $3-5 per email subscriber, watching their CPMs climb every quarter.
What if you zagged?
Connected TV advertising is one of those things that sounds complicated but isn't. Self-service platforms have made it accessible to solo creators and small businesses.
Same targeting capabilities as digital ads. Different battlefield.
Not saying it's for everyone. But the principle stands:
Go where your competition isn't.
That's how you win.
— Digital Savage