Streaming Is Growing, But Linear Maintains Its Edge. Here's How to Win with Both

Streaming has undeniably changed the advertising landscape. With rapid consumer adoption, increased inventory, and an explosion of new platforms, marketers are eagerly shifting budgets to capture streaming audiences.

Yet, amid all the enthusiasm for streaming, many overlook a critical fact: 92% of US TV households are expected to watch at least some linear programming, and linear TV still maintains a significant edge when it comes to reach. Brands that want to maximize outcomes need to think beyond "streaming-only" strategies and embrace a combined approach that includes both linear and streaming.

Let's explore why linear TV remains crucial, how it outpaces streaming in key areas, why integrating linear and streaming delivers better results, and how the right strategic partnership can help marketers bridge the gap and achieve maximum campaign performance.

Massive Reach That Can't Be Replicated Elsewhere

Linear TV still delivers massive, simultaneous reach that digital and streaming platforms struggle to match, especially for certain demographics- 69% of U.S. adults 25-54 watch traditional TV each week.

And most major live events are still on linear. Olympics, award shows, and news broadcasts - these all attract millions in real-time. And if we are talking about older age groups, linear TV remains a must-have.

Marketers looking for scale cannot afford to ignore linear TV as it remains a remarkably effective tool for boosting brand awareness. In many cases, it can become a competitive advantage by reaching audiences that other channels can't touch.

More Ad Spots, More Opportunities

Another critical advantage: Linear TV remains the primary source of ad inventory and offers far more advertising opportunities than streaming. Most current streaming viewership occurs on ad-free streamers, and streaming ad loads only account for 3% of total time spent with streaming TV vs. linear’s 20%. Even ad-supported streamers, on average, have only 4 to 6 minutes of ads per hour vs. linear’s average of about 12 to 16 minutes of ads per hour.

This discrepancy means: • More chances to get your message in front of viewers. • Higher frequency without overwhelming audiences. • Greater flexibility to build daypart strategies (primetime, daytime, late night) that fit different campaign goals.

Simply put, there's a wider opportunity for audience engagement on linear.

Prestige and Brand Safety

Appearing on linear TV still signals that a brand plays in the “premier league”. It’s a mark of credibility - viewers perceive TV advertisers as more trustworthy, established, and reputable. Linear TV is also one of the most brand-safe environments, with strict regulations and high-quality content standards. For companies looking to impress investors, win over clients, or earn consumer trust, a strong linear presence can deliver a meaningful edge.

Smart Tech Enhancements

Today, technology has made traditional TV just as data-driven as digital and streaming channels. Platforms like Simulmedia’s TV+ have transformed how linear campaigns are planned and optimized, offering precise audience targeting through robust data partnerships, not just broad age/gender segments. Linear isn’t stuck in the past — it’s keeping pace with the smartest media strategies out there.

Why a Combined Linear + CTV Strategy Is Best

Streaming TV is expected to grow by 12.9% in 2025, and the industry will see greater personalization, more influence from independent creators, and ongoing consolidation as streaming cements its role as the new center of the TV universe. But rather than viewing linear and streaming as competitors, smart marketers recognize they work better together.

A smart TV ad strategy begins with understanding the unique strengths each channel offers — and how to combine them for maximum impact. It’s not about choosing between linear and streaming, but about finding the optimal mix.

That’s where a platform like Simulmedia's TV+ comes in. It goes beyond siloed planning and predicts the total unique reach of both channels, individually and in combination.

Image source: Simulmedia’s TV+ Platform

As this chart shows, for a brand that wants to target “Adults 25 - 54,” a data-driven, strategic combination of CTV and linear outperforms the impact of using CTV or linear alone. The combination achieves a total unique reach of 25.1 million viewers, which is 15 million more than CTV alone and 3 million more than using linear alone.

Here's why:

• Maximize Reach Across Audiences: Linear excels with older, more traditional TV audiences, while CTV skews younger and more digitally native. Together, they cover the full spectrum.
• Boost Frequency and Reinforcement: Complementary exposures across screens (TV, desktop, mobile) help reinforce brand messages, improving ad recall and purchase intent.
• Enhance Targeting and Measurement: CTV brings digital-like targeting precision. Combined with the mass reach of linear, brands can target smartly without sacrificing scale.
• Capture Premium Moments: Live events on linear + binge-worthy shows on streaming = a perfect storm for engagement.

Ultimately, a dual-channel strategy ensures brands are where their audiences are — whenever and however they watch. Data-driven tools like TV+ unlock a smarter, broader reach that neither channel can achieve on its own.

The Simulmedia Advantage: Simplifying Cross-Platform Planning

Of course, stitching together linear and CTV campaigns isn't always easy. Fragmentation, different measurement standards, and siloed buys can create headaches for marketers.

That’s where Simulmedia comes in.

Simulmedia’s proprietary platform empowers brands to:

• Plan holistically across linear and CTV.
• Target efficiently using first- and third-party data.
• Activate campaigns that optimize reach, frequency, and outcomes.
• Measure performance across platforms with unified reporting.

With Simulmedia, advertisers no longer have to choose between reach and precision — they get both. Our unique cross-channel approach enables media buyers to maximize every dollar spent, delivering stronger ROI and more meaningful audience connections.