Shoppable TV: The Next Big Trend in Streaming for 2025?
Streaming services are expected to embrace a new trend in 2025: shoppable TV. This evolution, blending commerce with content, offers a promising opportunity to boost revenue per viewer for ad-supported streaming tiers which have historically lagged behind non-ad-supported tiers in streaming service monetization.
01.30.2025
The Revenue Challenge in Ad-Supported Streaming
Streaming platforms are under increasing pressure to maximize revenue from their massive user bases. Despite the lower cost to consumers, ad-supported tiers have proven less lucrative than their ad-free counterparts. Recent data highlights that every major streaming service, except Netflix, reported lower revenue-per-user metrics for ad-supported plans compared to subscription-only tiers (Growth Projections of SVOD, AVOD, and FAST). As these platforms look to bridge this gap, shoppable TV is set to become a key strategy.
Shoppable TV combines the convenience of digital shopping with the immersive experience of television. By allowing viewers to purchase products featured in their favorite shows or commercials without leaving the screen, streaming platforms can unlock new revenue streams while enhancing viewer engagement.
Consumer Trends Supporting Shoppable TV’s Rise
Consumer behavior increasingly supports the case for shoppable TV. According to a September 2024 survey by EMARKETER and Shopsense AI:
- 62.7% of US consumers discover new brands or products through TV.
- 38.7% of viewers reported searching online to consider purchasing something they saw on TV.
- 53.8% of consumers said they are at least somewhat likely to shop in a digital marketplace with items featured on a TV show
This data underscores the influence of television as a discovery platform and the growing tendency of viewers to convert that discovery into action. By integrating shopping capabilities directly into the viewing experience, streaming platforms can capitalize on these behaviors.
Shoppable TV is Already Here
TheTake and LG: At CES 2025, TheTake, a startup specializing in AI and TV, partnered with LG to unveil a “click-to-search” feature for LG’s new webOS smart TVs. This functionality enables viewers to select items on-screen and purchase them using LG’s integrated webOS Pay. Such innovations streamline the path from product discovery to purchase.
Roku and Shopify: Roku has teamed up with Shopify to enable merchants to sell products directly on TV screens. With shoppable ads, viewers can complete purchases without leaving the big screen. Roku is actively encouraging Shopify vendors to leverage its platform for targeted, shoppable TV ads and has already launched an advertiser portal to run these campaigns.
A Win-Win for Media Owners and Platforms
Shoppable TV doesn’t just benefit streaming platforms; it also holds promise for media owners. Content creators and licensors may be able to gain additional revenue from licensing agreements with platforms that utilize shoppable integrations; More revenue for streaming companies means a larger pie to go after in negotiations.
The Road Ahead
As shoppable TV becomes more prevalent in 2025, it has the potential to reshape the streaming landscape. With strong consumer interest, technological advancements, and lucrative opportunities for both platforms and content creators, shoppable TV could help address the revenue challenges facing ad-supported tiers while providing a more engaging experience for viewers.
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