Observed Signal · Feb 24, 2026 · Analysis · Source: State of Streaming · Impact: 3/5 · Sentiment: Negative
Broadcasters Rethink Monetization for Streaming Era
State of Streaming interviewed Jamie Branson, Founder and CEO of View TV, about the mismatch between legacy broadcast monetization and streaming-era economics. The piece argues that simply simulcasting linear channels into FAST/AVOD formats fails to reflect modern viewing habits and creates a structural revenue gap when publishers rely solely on programmatic advertising. Branson warns programmatic often fills a small share of inventory (he estimates ~10–20%) and at much lower rates than broadcast, making many high-cost productions uneconomic on a programmatic-only model. View TV advocates a layered monetization approach that combines programmatic with addressable and traditional ad-sales methods (and better yield management), and argues broadcasters should reclaim control of monetization and not bear the full cost of ad-delivery technologies like SSAI.
Highlights a structural revenue gap in streaming monetization and recommends concrete yield-management strategies (layered sales, addressable advertising) that affect broadcasters, ad tech vendors and programmatic economics across CTV/FAST markets.
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Key Takeaways & Evidence Grounding
- Article published on 2026-02-24 by SOS. News Desk.
- Jamie Branson is identified as the Founder and CEO of View TV.
- Branson estimates broadcasters are selling roughly 10–20% of inventory programmatically and at approximately a quarter of traditional broadcast pricing.
- View TV says its layered monetization approach (programmatic + addressable + traditional ad sales) produces a ~10x average lift for broadcasters.
- Branson argues programmatic‑only economics can be infeasible (example: $1M episode would need ~100M FAST views to break even).
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