Nearly 8 in 10 UK marketers plan to increase their investment in streaming TV next year, according to new research from Comcast Advertising.
The latest Streaming TV Uncovered study shows 77% of UK marketers expect to boost spend on streaming platforms in 2026 – the highest figure among the UK, France, Germany, Italy and Spain, and ahead of the European average of 67%. Comcast says the findings underline the UK’s role in driving a shift towards premium, ad-supported streaming environments.
Overall marketing budgets are also showing signs of recovery. In the UK, 39% of respondents expect budgets to grow over the next 12 months, while 35% think they will remain flat. Confidence is strongest among fast moving consumer goods and clothing/luxury goods brands, with automotive marketers the most cautious.
Revenue growth and market share are the top objectives for UK marketers in 2026, cited by 62%, followed by building brand health (58%) and customer retention (54%). That contrasts with other major European markets, where retention and customer acquisition dominate.
AI is moving to the centre of strategy. Across Europe, harnessing generative AI is now the leading strategic priority, named by 34% of respondents. In the UK, 31% put generative AI in their top three priorities, but dynamic creative optimisation (DCO) ranks slightly higher at 33%, followed by automated ad tech (32%). Around 65% of UK marketers say they are focusing on AI-driven personalisation of ad experiences, with 62% highlighting the importance of privacy compliance and consent management.
Quality of ad experience (45%), advanced targeting (42%) and audience reach (37%) are the main factors driving UK investment in streaming TV. However, measurement complexity (44%), platform fragmentation (42%) and the proliferation of channels and tools (42%) remain significant barriers, with respondents calling for simpler buying and measurement frameworks.
Streaming confidence is broad-based across European sectors, with finance, telecoms, FMCG, retail, medical, consumer electronics and others all expecting to lift streaming budgets in 2026. The sharpest increases are anticipated in medical (82%), FMCG (79%) and consumer electronics (78%).
“This year’s findings show that streaming TV is an essential pillar of the video ecosystem,” said Stefanie Briec, Senior Director, Demand Sales, UK & EMEA at Comcast Advertising. “UK marketers recognise the unique balance of big screen quality, reach, and accountability offered by premium streaming environments. As automation and data collaboration continue to advance, boosted by AI, we expect investments in these channels to accelerate further in 2026.”
The research was conducted between July and August 2025 among 500 advertising and agency decision-makers and influencers across the UK, France, Germany, Italy and Spain, evenly split between advertisers and agencies.
