Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila

Streaming now accounts for 47% of all TV viewing. Five of the top 10 most-streamed days ever happened in November 2025 alone. But TV isn't disappearing. It's just fragmented.

This week, Elena, Angela, and Rob are joined by VP of Media Partnerships Nikki Erkkila to discuss the state of modern TV advertising. Together, they break down the biggest misconceptions about streaming versus linear TV, why hyper-targeting can actually limit growth, and how marketers should approach buying Connected TV without losing the power of broad reach.

Topics covered:

• [04:00] How fragmented is the TV landscape really?
• [10:00] Why CTV feels familiar to digital marketers
• [16:00] The biggest mistake marketers make with CTV
• [21:00] Should you buy linear or streaming? (Hint: It's not either/or)
• [23:00] When is targeting worth the cost?
• [29:00] How creative strategies can differ in streaming versus linear

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
2025 Nielson Report: https://www.nielsen.com/news-center/2025/nielsens-the-gauge-broadcast-and-streaming-power-historic-month/

2026 Awful Announcing Article: https://awfulannouncing.com/streaming/strange-state-sports-fast-tv-tubi.html


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