Meet the Broadcasters & Streamers
Your quick and simple guide to understand the forward-thinking broadcasters
& streaming companies we work with
ITV is the UK’s largest commercial broadcaster and one of the most powerful platforms for brands looking to reach mass audiences at scale. With a heritage stretching back to 1955, ITV combines the trust, impact and fame-building power of traditional television with the targeting and flexibility of modern digital advertising.
Every week, ITV reaches over 35 million viewers across its channels and streaming services, making it unrivalled for national visibility. Its portfolio includes flagship channels such as ITV1, ITV2, ITV3, ITV4 and ITVBe, alongside ITVX, one of the UK’s fastest-growing streaming platforms. Together, they deliver a blend of premium entertainment, drama, sport, reality, news and daytime programming that attracts broad, commercially valuable audiences.
What makes ITV unique is how seamlessly it now blends broadcast and digital. Advertisers can run traditional linear TV campaigns to build fame and credibility, while also using ITVX to access highly targeted, on-demand audiences with digital-style measurement and optimisation. This means brands are no longer just buying airtime – they are buying audiences, attention and outcomes.
ITV is widely regarded as the gold standard for brand safety, quality environments and measurable effectiveness. For anyone new to TV advertising, it represents the perfect starting point: familiar, trusted, powerful, and increasingly data-driven.
Sky UK is one of the UK’s leading broadcasters and pay-TV platforms, offering a broad portfolio of premium content including sport (via Sky Sports), drama, documentaries, news, cinema and entertainment channels. (Wikipedia) Its audience is substantial and engaged: for example, a recent Sky report showed that Sky customers watch over four and a half hours of TV every day. (Broadcast Now) In the second half of 2024, Sky Sports viewers alone clocked up 950 million hours of viewing in the UK — two-thirds of that live. (Insider Sport)
Sky’s reach is also material in the UK: according to recent data, the “Sky UK (Comcast)” broadcaster group alone accounts for about 9.48% of total viewing time across four-screens in the UK for the month of November 2024. (Wikipedia) While the exact number of UK boxes is not repeatedly published, historical data noted the company had around 12.7 million customers at the end of 2019. (Wikipedia)
For advertisers, this translates into a brand-safe, premium environment with access to a demographic that spans mainstream UK adults, heavy TV watchers and sports enthusiasts — plus evidence of growing younger and female audiences (for example female viewing of Sky Sports was up 18% and under-35 viewing was up 26% in a recent Sky index). (Sky Group)
In short: if you’re looking to place an advertising message in a high-attention context, across multiple screens, in a trusted broadcaster with broad but premium reach — Sky should be on the radar.
Channel 5 is one of the UK’s most accessible and commercially agile broadcasters, offering advertisers a powerful way to reach large, engaged audiences with exceptional cost efficiency. Since joining Paramount Global, Channel 5 has evolved into a modern, multi-platform broadcaster that combines the scale of linear TV with the flexibility of digital streaming through My5.
The channel is particularly strong at reaching adults 35+ and family audiences, delivering consistent viewing across factual entertainment, drama, lifestyle, and popular long-running formats. It is renowned for its ability to generate high attention in everyday, real-world viewing environments, making it an ideal platform for brands that want impact without premium pricing.
What truly sets Channel 5 apart is its value. It typically delivers some of the lowest CPTs in UK television, allowing advertisers to achieve higher frequency, longer campaign durations, or broader reach for the same budget. This makes it especially attractive for challenger brands, DTC businesses, and advertisers new to TV who want to test the channel without financial risk.
Through My5, advertisers also gain access to digital-style buying: on-demand placements, non-skippable video ads, audience targeting, and precise impression-based measurement. This creates a seamless bridge between traditional TV and streaming.
Channel 5 is often described as the UK’s “smart money” broadcaster: high reach, high trust, strong engagement, and outstanding efficiency. For anyone starting their TV journey, it offers one of the most cost-effective ways to make television work.
Channel 4 is a major UK free-to-air public service commercial broadcaster, offering a compelling environment for advertisers seeking reach, engagement and impact. The channel’s content covers a wide span — from flagship entertainment shows, hit dramas, factual, documentaries and news, to digital-first originals and streaming-led innovation. Importantly for brands, Channel 4 combines broad reach with a younger and more engaged skew: it claims to be “the youngest-skewing PSB channel in the UK” and says it reaches more 16-34-year-olds across TV and streaming than any other commercial broadcaster. (assets-corporate.channel4.com)
In 2024, the broadcaster reported a streaming uplift of 7.3 billion viewer minutes, a year-on-year increase of 32%, and roughly 40% of its 16-34 viewing came via streaming. (Advanced Television) On the linear side, the channel holds a monthly share in the region of 4–5% of UK TV viewing, enabling reasonable scale against a premium brand environment. (Wikipedia)
The monthly reach of its portfolio is reported as being about 51 million individuals. (assets-corporate.channel4.com) From an advertiser’s perspective, this means you’re gaining exposure in an environment known for creativity, cultural relevance and younger-skewing audiences — helping your brand avoid purely ageing TV viewers.
The platform also offers the benefit of cross-platform traction (linear + streaming + digital/social) which means your message can meet audiences in multiple contexts. Because Channel 4 is publicly-owned (but commercially funded) it also emphasizes brand-safe, distinctive, creative content.
In short: if you’re looking to engage UK adults — especially younger adults — in a trusted broadcast / streaming hybrid environment, Channel 4 is a strong candidate for your advertising media mix.
Amazon Prime Video offers advertisers access to a fast-growing, premium streaming environment where content ranges from high-profile original dramas and films to live sport and on-demand catalogues.
The platform is embedded in the broader Amazon Prime membership, giving a built-in scale: in the UK it serves around 13.7 million households as of mid-2025. (finder.com) Importantly for advertisers the ad-supported tier of Prime Video reaches about 19 million UK viewers per month, representing over a third of UK adults. (Deadline) Furthermore, more than half (52 %) of Prime Video viewers in the UK reportedly do not watch any paid linear TV, making it a valuable channel for reaching audiences beyond traditional broadcast. (performancemarketingworld.com)
The audience skews toward the valuable 18-34 and 25-34 age groups, according to available traffic data. (electroiq.com) From an advertiser’s standpoint this means you can access a digitally engaged, premium video audience within a trusted global brand environment, with strong targeting and data capabilities thanks to Amazon’s first-party signals.
Ad inventory is relatively new compared to legacy broadcast, offering a chance to stand out.
In short: if you’re looking to place your brand message within a streaming context, with scale, targeting precision and the potential to reach non-linear-TV viewers in the UK, Amazon Prime Video should be on the radar.
Netflix is the world’s largest streaming platform and one of the most powerful new advertising environments to enter the TV market. With the launch of its ad-supported tier, Netflix has opened the door for brands to appear alongside some of the most premium, culturally influential content ever produced, including global hits, award-winning dramas, documentaries and films.
Unlike traditional broadcasters, Netflix is a truly digital-first platform. Advertising is delivered within on-demand content, typically as short, non-skippable video ads, creating extremely high completion rates and strong viewer attention. Because audiences actively choose what they watch, the environment is intentional, immersive and highly engaged.
Netflix advertising combines the impact of television with the precision of digital. Campaigns are bought and measured using impressions, with targeting available by:
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Age and gender
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Geography
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Viewing behaviour
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Device type
This makes Netflix especially attractive to brands looking to reach younger, streaming-first audiences who are increasingly hard to find on linear TV.
What sets Netflix apart is its premium perception. Viewers associate the platform with quality, innovation and cultural relevance, which transfers directly to the brands advertising within it. It is less about mass frequency and more about high-value, high-attention exposure.
For anyone new to TV advertising, Netflix represents the modern evolution of television: big-screen impact, world-class content, digital targeting, and precise measurement, all in one of the most trusted streaming environments globally.
Disney+ is one of the world’s most premium streaming platforms, bringing advertising into an environment defined by iconic brands, exceptional storytelling and unrivalled family appeal. With the introduction of its ad-supported tier, Disney+ has created a powerful new opportunity for advertisers to appear alongside some of the most trusted and culturally significant content ever produced.
The platform is home to Disney, Pixar, Marvel, Star Wars, National Geographic and Star, giving it a uniquely broad audience profile. It reaches families, young adults and affluent households in a safe, high-quality viewing environment. This makes Disney+ especially attractive for brands that care about reputation, trust and emotional connection.
Advertising on Disney+ is delivered within on-demand content, typically through short, high-impact, non-skippable video ads. Because viewers actively choose what they watch, attention levels are high and completion rates are exceptionally strong. Campaigns are bought digitally and measured using impressions, giving advertisers modern accountability combined with big-screen impact.
Targeting includes:
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Age and gender
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Geography
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Device type
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Viewing behaviour
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Household attributes
What sets Disney+ apart is its brand association. Advertising here benefits from a “halo effect” created by the world’s most loved entertainment franchises. It feels premium, safe and aspirational, which is increasingly rare in fragmented digital media.
For anyone new to TV advertising, Disney+ represents the perfect blend of tradition and innovation: the emotional power of television, the precision of digital, and the reassurance of one of the strongest brands on the planet.
Apple TV+ represents one of the most premium and carefully curated advertising environments in modern television. Unlike most streaming platforms, Apple has built Apple TV+ around a small number of exceptionally high-quality, award-winning originals, giving it a reputation for sophistication, craftsmanship and cultural credibility. When Apple opens its ecosystem to advertising, brands benefit from association with one of the most trusted and admired technology companies in the world.
Apple TV+ content is watched intentionally. Viewers choose it for its storytelling, production values and originality, which creates an environment of high attention and low clutter. Advertising sits within this focused, on-demand experience, typically as short, high-impact video placements that deliver strong completion rates and meaningful brand exposure. It is less about saturation and more about quality of contact.
From an advertising perspective, Apple brings a uniquely powerful data and device ecosystem.
with consistent measurement and frequency control. Targeting is privacy-led but intelligent, using contextual signals, geography, device type and viewing behaviour rather than intrusive personal profiling. This creates a balance between effectiveness and consumer trust that very few platforms can match.
What truly differentiates Apple TV+ is brand alignment. Advertising here inherits Apple’s values of innovation, quality and design excellence. It feels premium, modern and considered, making it ideal for brands that want to elevate perception rather than simply chase volume.
For anyone new to TV advertising, Apple TV+ represents the pinnacle of premium streaming: limited inventory, exceptional content, high attention, strong brand safety and association with one of the world’s most respected technology brands.
Paramount+ brings together the power of a global entertainment brand with the precision of modern digital advertising. As the streaming home of Paramount Global, it offers advertisers access to premium content from Paramount Pictures, CBS, Showtime, Nickelodeon, MTV, Comedy Central and Channel 5, creating a rich mix of drama, film, factual, comedy, sport and family programming.
With its ad-supported tier, Paramount+ allows brands to appear within high-quality, on-demand content in a fully brand-safe environment. Ads are delivered as short, non-skippable video placements, which results in exceptionally high completion rates and strong audience attention. Viewers actively choose what they watch, meaning advertising is seen in a focused, intentional viewing mindset rather than passive background consumption.
Paramount+ combines the emotional impact of television with the accountability of digital. Campaigns are bought and measured using impressions, with targeting options.
This makes it especially effective for reaching younger, streaming-first audiences while still delivering on the big screen in premium living-room environments.
What makes Paramount+ particularly attractive is its balance of scale and efficiency. It offers access to globally recognised franchises and trusted entertainment brands, often at a more accessible entry cost than some other premium streaming platforms. This makes it ideal for advertisers who want high-quality surroundings without the highest price points.
For anyone new to TV advertising, Paramount+ represents a smart gateway into streaming: premium content, strong attention, precise targeting and measurable outcomes, all within a trusted global media ecosystem.
