The introduction of advertisements on streaming platforms such as Netflix might appear at first glance to signal a return to the cable TV era. However, as Mareike Jenner’s concept of “TVIV”—the fourth stage of television—suggests, the current landscape is far more complex. We have entered a new era in which digital content distributors such as Netflix and Amazon are regarded as dominant competitors to linear television, watching habits, nationalised media systems, and long-held notions of what television is. (Jenner, 2018, p3).  Amanda Lotz calls this the “post-network” era, a revolution that has redefined how television is created, distributed, and consumed.

Lotz argues that advancements in technology have profoundly empowered viewers, improving their ability to control television by choosing when, where, and what to watch (Lotz, 2014, p. 49-51). This agency is central to the way platforms justify ad-supported tiers, offering budget-friendly options without sacrificing content diversity. Unlike cable TV, which relied on multicast, pre-scheduled advertisements, streaming platforms utilize data-driven algorithms to deliver real-time, personalized ads tailored to individual viewers. This shift showcases Lotz’s concept of enhanced viewer control while maintaining a balance between affordability and user-centric experiences.

However, the economic realities of content creation remain consistent. Lotz notes that “many viewers willingly embraced devices that allowed them greater authority,” yet faced the rising costs of accessing premium services as advertising revenues declined (ibid). Similarly, streaming platforms must navigate the high production costs of their diverse and high-quality content. By reintroducing ads, they mirror the funding structure of cable but refine it for the digital age—making advertisements more relevant to the viewer.

Thus, while the inclusion of ads may evoke nostalgia for cable TV’s funding models, its execution through modern technologies reflects the innovative strategies of the streaming era. Platforms like Netflix are not simply revisiting the past but are transforming it to meet the evolving needs of today’s audiences.

BIBLIOGRAPHY

• Amanda D. Lotz, “Television Outside the Box: The Technological Revolution of Television”, in: The Television will be Revolutionized, 2nd edition, NYU Press, 2014, 53- 94
• Mareike Jenner (2018), ‘Introduction: Netflix and the Renvention of Television’, ‘Introduction: Binge Watching Netflix’, Netflix and the Reinvention of Television, pp. 1-31, 109-118.
• Moser, J. (2024) The evolution of Streaming Ads & Why You Should Invest in them: Marin software blog, Marin. Available at: https://www.marinsoftware.com/blog/the-evolution-of-streaming-ads-why-you-should-invest-in-them (Accessed: 19 November 2024). 

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