Comcast and other TV streamers are now going after YouTube's ad dollars, not the other way around

TV providers and streamers are facing competition not from each other, but from social video, according to James Rooke, the president of Comcast Advertising. During an interview at CES 2025 in Las Vegas, Rooke discussed the launch of “universal ads,” a new solution that allows marketers to buy TV ads from multiple media companies in one place.

Partners for universal ads include A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo, with more partners expected to join. The focus for universal ads will initially be on streaming inventory, with plans to expand to include linear TV inventory over time.

The goal is to simplify the process of buying TV ads to compete with the ease of purchasing ads on social video platforms like YouTube. Rooke emphasized the importance of making buying streaming TV ads as straightforward as buying ads on social video sites, where the learning curve is minimal.

Rooke highlighted the demand from advertisers who have built their businesses on social video and are seeking access to quality content and advertising solutions. The launch of universal ads aims to position “premium” video as an attractive category for these advertisers, shifting focus from traditional TV providers and streamers.

Comcast recognizes that the primary competition and growth in the industry are coming from social video, rather than other TV providers or streamers like Netflix and Amazon. This realization has led Comcast to target new revenue sources in line with the industry’s evolving landscape.

YouTube has been actively pursuing TV ad dollars, especially as its viewership on TVs continues to rise. As the competition intensifies, companies like Comcast are adapting their strategies to tap into the growth opportunities presented by social video platforms.