If you’ve been scrolling through Netflix lately, you may have noticed something that would have been unthinkable just a few years ago: ads. The streaming giant that built its empire on the promise of ad-free viewing has joined Stan, Kayo, and other platforms in offering ad-supported tiers. For Australian law firms looking to reach new clients, this raises the big question: should you be advertising on streaming platforms? Increasingly at Practice Proof, we’re fielding requests from some good size law firms asking the question.
The answer isn’t as straightforward as a simple yes or no. Streaming TV advertising (also known as Connected TV or CTV advertising) represents a significant opportunity for law firms willing to invest in brand-building beyond the usual digital channels. However, it also comes with considerable costs, technical requirements, and strategic considerations that law firms haven’t yet encountered. It’s a different beast to other platforms.
The Rise of Streaming Advertising in Australia
Australia’s relationship with streaming services has matured significantly. According to Canstar research, the average Australian household now pays $41 per month on streaming services, equating to $492 per year. This represents substantial consumer investment in streaming platforms, and those platforms are now seeking additional revenue through advertising.
The streaming landscape has shifted dramatically. Australians now spend $3.8 billion per year on video streaming, up 9 per cent, with 26.6 million video streaming accounts in total. Perhaps more importantly, per home, on average Australians have 3.3 active paid accounts at any one time.
This fragmented consumption pattern means your potential clients aren’t watching a single channel anymore. They’re spread across multiple platforms, watching different content at different times. For law firms, this creates both a challenge (how do you reach them?) and an opportunity (new advertising channels with sophisticated targeting).
The introduction of ad-supported tiers has been the most significant development. Netflix’s ‘Basic with Ads’ tier costs $9.99 per month in Australia, while Stan’s Basic with Ads tier sits at $10 monthly. These lower price points attract cost-conscious viewers who are willing to watch advertisements in exchange for savings—and that audience is substantial and growing.
Understanding the Major Platforms
Netflix: The Premium Option
Netflix remains Australia’s dominant streaming platform. Netflix led the way with 6.4 million Australian subscribers, up 3 per cent year on year. Globally, Netflix reported its ad-supported streaming plan reached 94M global monthly active users as of May 2025, with the tier accounting for 55% of new sign-ups.
The platform’s advertising proposition has evolved rapidly. By November 2025, Netflix introduced a new metric and said ads now reach 190M+ monthly active viewers worldwide.
For advertisers, Netflix offers several advantages. The ad load on Netflix is relatively light compared to traditional TV, approximately 4-5 minutes of ads per hour. This means less ad clutter and potentially higher attention to each commercial that runs.
However, Netflix’s approach to advertising has been deliberately premium. Netflix’s direct ad sales typically require minimum campaign spends of $10,000 to $25,000+, agency relationships or direct sales rep involvement, and CPMs ranging from $40 to $60.
For most Australian law firms, particularly those outside the major capital cities or top-tier national firms, these minimums present a significant barrier. That said, there are alternative pathways to Netflix inventory through programmatic buying, which we’ll explore later.
Kayo: The Sports Audience
Kayo Sports offers a fundamentally different proposition. Rather than entertainment content, Kayo delivers live and on-demand sport, including NRL, AFL, cricket, Formula 1, tennis, golf, and UFC.
Kayo had 1.7 million subscribers in June 2025, up 6 per cent from the previous year. The platform has faced mounting costs due to expensive sports rights and is actively expanding its advertising model.
From February 2026, Kayo Premium will cost $45.99 per month, while the Standard tier will be $29.99 per month. The platform is introducing new advertising formats, including L-Bar and pause ads, as part of efforts to generate additional revenue without alienating sports fans.
For law firms, Kayo presents an interesting opportunity to reach a predominantly male, sports-engaged audience. Personal injury firms and family law practices may find particular value in this demographic. However, the sports context requires careful consideration of your messaging and brand positioning.
Stan: The Local Player
Stan occupies a middle ground in the Australian streaming market. Stan’s Basic plan costs $12 monthly, Standard $17, and Premium $22, with a Stan Sports add-on available for an additional $20 per month. The Basic with Ads tier is priced at $10 per month.
Stan’s content focus on home-grown Australian productions and award-winning international series creates an engaged, entertainment-focused audience. The platform’s subscriber base tends to skew slightly older and more premium than some competitors, which may align well with certain legal practice areas.
The Economics of Streaming Advertising
Before considering whether streaming TV advertising is right for your law firm, you need to understand the financial commitment involved.
Cost Structures Explained
Streaming TV advertising typically operates on a CPM (cost per mille, or cost per thousand impressions) basis. Industry guides commonly cite Netflix CPMs landing roughly in the $25–$65 neighbourhood, depending on several factors such as ad format, audience targeting, campaign duration and frequency, bidding competition, and buying method.
For context, CTV CPMs typically range from $25-65 depending on targeting specificity and inventory quality. Monthly budgets for law firms range from $5,000-10,000 for small markets to $25,000-50,000+ for major DMAs.
While these figures reference US markets, Australian rates follow similar patterns, though with some variation based on our smaller market size and different competitive dynamics.
What Does This Mean in Real Numbers?
Let’s translate these CPMs into practical budgets. At a $40 CPM, $10,000 would buy approximately 250,000 impressions. That might sound impressive, but consider that reaching a meaningful frequency (the number of times each viewer sees your ad) requires multiple exposures. Marketing research from Binet and Field consistently demonstrates that brand-building requires sustained exposure over time, not one-off campaigns.
A realistic minimum budget for testing streaming TV advertising would be $5,000-$10,000 per month, sustained over at least three to six months to gauge effectiveness. For law firms accustomed to paying $50-$150 per click on Google Ads for competitive legal keywords, the maths can actually work in streaming’s favour—but only if your objectives align with what streaming advertising delivers.
Some ad buyers we’ve talked to, particularly Oodle have recommended to us a pulsing sequence. In other words, on for 6 weeks, off for 3, on again for another 6, but watching your creative carefully to avoid fatigue. If you’re considering go down this path. chat with these guys, Tracksuit as well who handle the metrics. Hugely important!
Direct vs Programmatic Access
There are two primary paths to advertising on streaming platforms.
Direct advertising involves working directly with platforms like Netflix or through their media sales teams. This typically requires substantial minimum spends, agency relationships, and provides guaranteed premium placements.
Programmatic advertising involves purchasing inventory through third-party platforms that aggregate ad slots across multiple streaming services. Through programmatic platforms, the economics change dramatically: no minimum spend requirements, CPMs that can range from $35 to $50 depending on targeting, inventory access alongside other streaming platforms, and self-serve campaign management.
For most law firms, programmatic access offers the most practical entry point. Your ads may appear across Netflix, Stan, and other streaming services as part of a broader campaign, without requiring the massive minimums that direct deals demand.
Who Watches Ads on Streaming Services?
Understanding the audience for ad-supported streaming is crucial for making informed decisions about whether this channel suits your firm.
Netflix’s ad-supported viewers tend to be price-conscious consumers attracted by the lower monthly fee, younger demographics particularly 18-34 year olds, urban and suburban households, and a mix of cord-cutters and streaming-only households.
However, the audience isn’t exclusively young or budget-constrained. Despite facing stiff competition in recent years, Netflix remains the premier streaming service. It has hundreds of millions of subscribers and premium content that consumers love.
For law firms, the key insight is that streaming audiences are highly engaged. Unlike social media scrolling or background TV, streaming on Netflix represents intentional, lean-forward viewing. When your ad appears during a viewer’s favourite show, you’re reaching someone who is actively watching, not just passively exposed.
This engagement level distinguishes streaming TV from traditional broadcast, where viewers might leave the room during ad breaks. On streaming platforms, ads are typically non-skippable and appear during content the viewer specifically chose to watch.
The Strategic Case For and Against Streaming Advertising
When Streaming TV Makes Sense for Law Firms
You’re focused on brand building: Streaming TV excels at creating broad awareness and building brand recognition over time. If your law firm marketing strategy prioritises becoming a household name in your market—the firm people think of first when they need legal help—streaming can be powerful. Remember, the long and short!
You operate in competitive markets: In saturated legal markets where Google Ads costs have escalated to $100+ per click, diversifying into streaming TV can provide better value for reaching potential clients before they start actively searching.
You have a strong video asset: High-quality video content is essential. If you’ve already invested in professional video marketing, streaming TV gives that content a premium platform.
You’re playing the long game: Research consistently shows that brand-building marketing, while slower to generate immediate leads, delivers superior long-term returns. The proven 2-speed approach to law firm growth combines immediate lead generation with sustained brand building—streaming TV fits squarely in the latter category.
Your practice area suits mass awareness: Some practice areas benefit significantly from broad awareness campaigns. Personal injury, family law, wills and estates, and employment law all serve markets where life events trigger legal needs. Being the remembered name when that moment arrives creates significant value.
When Streaming TV Doesn’t Make Sense
Your budget is limited: If you’re working with a marketing budget under $5,000 per month, streaming TV probably isn’t your best use of funds. Focus on maximising ROI from your existing channels first.
You need immediate leads: Streaming TV is not a direct response channel. If you need enquiries next week, Google Ads and SEO remain more appropriate tools.
You serve a narrow niche: Highly specialised practices serving small markets may find streaming TV’s broad reach wasteful. Commercial property lawyers or maritime specialists, for example, would likely achieve better results through targeted LinkedIn campaigns or industry publications.
You lack video content: You cannot advertise on streaming TV without video. If you don’t have professional video assets and aren’t prepared to invest in creating them, streaming TV isn’t an option.
Targeting Capabilities: What’s Actually Possible
One of streaming TV’s key advantages over traditional broadcast is targeting sophistication. However, it’s important to understand both the capabilities and limitations.
What You Can Target
Geographic targeting: This is particularly valuable for law firms. A restaurant in Denver can ensure their Netflix ads only reach viewers in the Denver metro area, rather than paying to reach people across the country who will never visit. The same principle applies to law firms—you can target specific cities, metro areas, or even postcode ranges.
Demographic targeting: Age, gender, and household income targeting help ensure your ads reach appropriate audiences.
Daypart targeting: You can choose when your ads appear, targeting prime time, daytime, or late-night viewing depending on when your ideal clients are most likely watching.
Content alignment: Target viewers watching specific genres—drama, documentary, sport—based on what aligns with your practice area or brand positioning.
What You Cannot Target
You cannot target individual titles or shows (you can’t specifically target Stranger Things viewers), use detailed interest-based targeting like Facebook offers, or retarget website visitors directly.
This represents a meaningful limitation compared to digital advertising channels. You’re targeting audience segments, not individuals with demonstrated intent to hire a lawyer.
Creating Effective Streaming TV Ads
If you decide to pursue streaming TV advertising, the quality of your creative becomes paramount.
Production Considerations
Netflix viewers are accustomed to premium, high-production-value content, so your ads should match that standard. Investing in polished visuals, compelling storytelling, and immersive sound design will help your brand stand out.
This doesn’t necessarily mean Hollywood budgets, but it does mean professional production. Amateur video that might work on social media will look jarringly out of place on a streaming platform.
The recommended approach is to work with production professionals who understand both the technical requirements (resolution, audio quality, format specifications) and the creative considerations specific to streaming environments.
Messaging Principles
Streaming audiences have limited attention spans, so your ad should deliver a clear, impactful message within the first few seconds. A strong hook and concise storytelling help maintain engagement and drive action.
For law firms, this means leading with the problem you solve rather than your credentials or history. The viewer needs to immediately understand why this ad is relevant to them.
Consider the advice from streaming advertising specialists: “You’re not selling legal services, you’re solving a problem. So, what is the problem you solve? How do you solve it better?”
Generic messaging fails on streaming platforms. “At XYZ Law Firm, we care about you. We handle car accidents, slip and fall, dog bites and more. Call us now”—this generalises to the point of irrelevance and actually speaks to nobody.
Format Specifications
Most streaming platforms accept 15-second and 30-second spots. For law firms testing the channel, 15-second ads offer the best value—you pay for fewer seconds of airtime while still delivering a complete message.
Your creative should include a clear call to action. Given that viewers often have their phones nearby while watching, QR codes can be effective for driving immediate engagement.
Measuring Results: The Attribution Challenge
One of streaming TV’s biggest challenges is measurement. Unlike Google Ads or Facebook, you won’t see direct click-through data connecting ad views to conversions.
What You Can Measure
Netflix provides comprehensive analytics and reporting tools to track the performance of your ads. You can monitor various marketing metrics, such as impressions, click-through rates, and viewer engagement.
You’ll have access to impressions delivered, completion rates (what percentage watched the full ad), geographic distribution, and audience demographics reached.
What’s Harder to Measure
Direct attribution from ad view to client signing is extremely difficult. Streaming TV operates as a brand-building channel where effects accumulate over time rather than producing immediate, trackable conversions.
BUT, very importantly, you can measure penetration with Tracksuit.
Practical Measurement Approaches
For law firms, the most practical approach combines several methods. First, monitor website traffic patterns during campaign periods compared to before. Second, track branded search volume—does searching for your firm’s name increase while campaigns run? Third, implement call tracking with unique phone numbers to identify any direct response. Finally, and perhaps most importantly, ask new enquiries how they heard about you.
Understanding marketing measurement in this context requires accepting that not everything can be precisely attributed. Media mix modelling offers sophisticated approaches to understanding channel contributions, but for most law firms, directional indicators combined with business results provide sufficient guidance.
Practical Recommendations for Australian Law Firms
Based on the evidence and analysis above, here’s our practical guidance for law firms considering streaming TV advertising.
Start with Strategy First
Before spending a dollar on streaming TV, ensure you have a comprehensive law firm marketing plan that defines your objectives, target audiences, and how streaming fits within your broader marketing mix. Streaming TV should complement, not replace, your existing channels.
Consider Your Investment Realistically
If your total marketing budget is under $60,000 per year, streaming probably shouldn’t be a priority. Focus on optimising your content strategy, SEO, AEO and paid search first. These channels offer more measurable, direct returns for smaller budgets.
For firms with larger budgets ready to invest in brand building, allocating 15-25% of total marketing spend to streaming TV can be appropriate—but only once your foundational digital marketing is performing well.
Test Through Programmatic First
Rather than attempting to negotiate directly with Netflix or Stan, start with programmatic access through platforms that aggregate streaming inventory. This allows you to test the channel with lower minimums and learn what works before committing larger budgets.
Invest in Quality Creative
Don’t attempt streaming TV with budget video production. Either invest in professional creative that meets the quality expectations of streaming viewers, or wait until you can afford to do it properly. Poor creative on premium platforms can actually damage your brand perception.
Commit to Measurement Discipline
Before launching any streaming TV campaign, establish your baseline metrics: current website traffic, branded search volume, enquiry levels, and awareness measures if you have them. Without baselines, you cannot assess performance.
Avoid These Common Mistakes
The most costly law firm marketing mistakes often involve chasing shiny new channels without strategic foundation. Don’t let streaming TV become another expensive experiment without clear objectives and measurement frameworks.
The Verdict: Should You Advertise on Streaming Platforms?
Streaming TV advertising on Netflix, Kayo, and Stan represents a genuine opportunity for Australian law firms—but it’s not for everyone.
Yes, consider streaming TV if you:
- Have a marketing budget exceeding $60,000 annually (though media buyers we’ve talked to recommend a $25k min per month)
- Are focused on building long-term brand awareness
- Operate in competitive markets where digital costs have escalated
- Have or can invest in professional video production
- Are prepared to commit to campaigns lasting at least six months
- Understand that results will be indirect and cumulative
No, streaming TV probably isn’t right if you:
- Need immediate, trackable leads
- Have limited marketing budget
- Serve highly specialised niche markets
- Lack video production capabilities or budget
- Expect direct response-style measurement
The streaming revolution has fundamentally changed how Australians consume media. The average household budget for video streaming services increased by 18 per cent year-on-year, to nearly $42 a month. This shift represents where your future clients increasingly spend their attention.
For forward-thinking law firms with the resources to invest in brand building, streaming TV offers a premium environment to build the awareness that converts to clients over time. For others, the recommendation is to focus on optimising your existing channels first, and revisit streaming TV when your practice—and budget—are ready for this investment.
Ready to Explore Streaming for Your Law Firm?
Streaming advertising isn’t a set-and-forget tactic—it requires strategic planning, quality creative, and integration with your broader marketing ecosystem to deliver results. Before investing in any new channel, you need clarity on whether your current marketing foundations are strong enough to support brand-building activity.
Not sure if streaming TV is right for your practice? The team at Practice Proof and our strategic partners can help you assess where streaming advertising fits within your overall marketing strategy—or whether your budget is better deployed elsewhere first. We’ll give you an honest evaluation based on your firm’s size, market, practice areas, and growth objectives.
