In The News

TV Becomes a Growth Channel for Commerce

April 29, 2026

interactive video

E-Commerce Times

“Streaming video and connected TV in particular absolutely tend to outperform linear TV,” said Michael Goodman, a senior contributing analyst with Parks Associates, a Dallas-based market research and consulting company specializing in consumer technology products.

He explained that ad-supported streaming has changed how brands think about the funnel — the journey a consumer takes from first becoming aware of a product to eventually buying it.

“Ad-supported streaming turns video into a data-driven, interactive and measurable channel with more precise discovery, more dynamic storytelling and purchases that become immediate and tractable,” he told the E-Commerce Times. “That fundamentally reshapes how brands plan and execute campaigns.”

“I think a big takeaway here is that, in many ways, brands and advertising are shifting to results-oriented outcomes,” observed Parks’ Goodman. “There’s an expectation that you can have a measurable return, and that return on your advertising dollar is more than just awareness.”

“Whether it is actionable ads, shoppable ads, retail media,” he continued, “all these things come together to produce actionable results for the advertiser that are deep in the funnel, close to the purchase or close to the outcome that they’re trying to achieve.”

From the article, "TV Becomes a Growth Channel for Commerce" by John P. Mello Jr.

Previously In The News

Forget the Streaming Wars—Pandemic-Stricken 2020 Lifted Netflix and Others

About 60% of U.S. households currently use Netflix, according to research firm Parks Associates, and it still holds a sizable lead over most of its rivals—though some new entrants are gaining ground f...

A New Service Seeks to Streamline Your Streaming

The coronavirus pandemic has been a boon for major streaming services, including Netflix Inc., Disney’s Hulu and Amazon.com Inc.’s Prime Video, whose subscriber base soared last year in the midst of g...

Home Security Company ADT Betting on Google Partnership to Build Revenue

Home security systems have historically required professional installation, but the rise of smartphone-connected and do-it-yourself products in recent years has expanded the market, according to Jenni...

Roku Pays to be a Player

Roku still inhabits an enviable position in the streaming wars. The company powers about 38% of streaming devices and connected TVs in the U.S., according to Parks Associates, representing a leading m...

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