A little more than two years after Netflix moved to further disrupt the TV industry by introducing commercials, galvanising already fierce competition to grab budgets targeted at traditional TV, the market for streaming advertising in the UK will pass the £1bn milestone.
For the first decade of the streaming revolution the received wisdom, most fervently espoused by Netflix, was that the days of the TV commercial were numbered, with consumers willing to pay in return for an uninterrupted viewing experience.
