The biggest shift in marketing right now is not a new platform. It is a change in where attention lives.
Audiences are spending more time with video, more time in streaming environments, and less time moving neatly through the old funnel. At the same time, marketers are being asked to create more, move faster, and prove results across an increasingly fragmented mix of channels.
According to Nilsen's report, Streaming reached a record 47.5% of total TV viewing in December 2025, while marketers now manage an average of 10 customer engagement channels and only 31% say they are fully satisfied with their ability to unify customer data. That gap says a lot about the state of modern marketing: consumer behavior has evolved quickly, but many marketing systems are still catching up.
That is why video is no longer a supporting format. It is becoming the default language of modern marketing.
Wyzowl’s 2026 data found that 91% of businesses now use video as a marketing tool, and 93% of video marketers say it is an important part of their strategy. Meanwhile, IAB reported that U.S. digital video ad spend grew 18% year over year in 2024 to $64 billion and was projected to reach $72 billion in 2025. Budgets are continuing to follow audience behavior, and that makes video less of a creative choice and more of a strategic necessity.
Streaming TV is part of that same shift. It is no longer a side channel or an experimental line item. It is increasingly where premium, screen-based attention lives.
IAB’s 2026 outlook projects connected TV ad spend to grow 13.8%, placing it among the fastest-growing major channels. For marketers, that matters because streaming now sits at the intersection of modern reach, stronger targeting, and high-attention viewing environments.
This is also where solutions like Apartment Geofencing and Kurie ReTV® become especially valuable. AptGeo Streaming TV gives brands a way to reach viewers across premium streaming environments with a focus on geographic and audience-based targeting. It helps marketers show up where modern viewers are already spending time, while still keeping campaigns tied to real markets, real audiences, and real business goals.
Kurie ReTV® adds another important layer by helping brands re-engage audiences who have already shown interest. Instead of letting a website visit, campaign interaction, or moment of awareness fade away, Kurie ReTV gives marketers a way to stay visible through streaming TV and continue the conversation in a high-attention environment.
Together, these options make streaming TV more practical and more strategic. Brands can use AptGeo Streaming TV to expand reach with smarter targeting, while Kurie ReTV® can help bring interested audiences back into the brand story.
At the same time, AI is accelerating how quickly brands can produce creative.
Wistia found that 41% of professionals were already using AI to create videos in 2025, up from 18% a year earlier, while Canva's report mentioned that 94% of marketers still review and refine AI-generated work for quality and brand consistency. The meaning behind those numbers is important: production is getting faster, but strategy still matters more. Speed can help teams keep up. It does not decide what is worth saying or where it should show up.
Taken together, these are not isolated trends. They describe the environment marketers now have to operate in.
Attention is visual. Reach is fragmented. Performance pressure is constant. The challenge is no longer just making more content. It is making the right kind of content for the places where people are actually paying attention, then distributing it in ways that support both brand visibility and measurable outcomes.
As part of Intrinsic Digital’s broader strategic view of how media and consumer behavior are evolving, Apartment Geofencing and Kurie is not a sharp turn in the story. It is a response to the one already unfolding. If video has become central to communication and streaming TV has become central to modern reach, then solutions built around those realities are no longer optional add-ons. They are part of a smarter marketing mix.
The real opportunity for marketers now is not to chase every new format. It is to align strategy with how attention actually works today.
The brands that do that well will not just keep up with change. They will be better positioned to grow because of it.