Arlington Heights streaming tax could go into in effect in 2026
Village officials are considering a 5% streaming tax, the same amount that is currently in place for cable franchises.
In a letter to the village board president and trustees last November, the village manager noted that over the years, "a number of our residents have chosen internet streaming services over regular cable or premium channels." The village manager noted that internet streaming still utilizes public right-of-way cable lines or repeaters to deliver their content, and that the village could generate approximately $500,000 in revenue from the tax.
The money from the streaming tax will be earmarked to cover the new full-time 5th ambulance service, which is set to be fully implemented in 2026, according to the letter. The village manager also recommended potentially implementing the tax in mid-2025 to gauge if the revenue generated by the tax will actually cover all costs of that ambulance survey.
At a recent board meeting, village officials said they have lost millions of dollars in revenue from cord cutting. The tax would apply to subscribers to Netflix, Prime Video, Disney Plus, Peacock, Hulu and YouTube TV. According to the Daily Herald, subscriptions with commercials would be subject to a lower tax than subscriptions without commercials.
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It's how we move from noise to relevance—and from campaigns to conversations. Remember that brand still matters, but it must perform In this evolved model, performance marketing isn't about chasing the lowest cost per lead—it's about driving full-funnel impact. Brand and performance are no longer separate. Brand creates demand and performance captures it. This is also known as branded response. Every piece of thought leadership, every display impression, every awareness ad must ladder up to a larger objective: building momentum with the right audience. Every communication both builds the brand and elicits a response. A strong brand strategy helps open doors, but performance marketing ensures those doors lead somewhere. It's not just about being memorable; it's about being measurable. Great branded response campaigns can, and should, be evaluated based on their ability to influence pipeline, move buyers through the funnel, and ultimately impact revenue. The marketers who understand this will be the ones who future-proof their programs. They won't treat brand as a 'top-of-funnel' checkbox, but as a foundational layer that supports and amplifies performance across the entire journey. Brand done right fuels performance. Performance done right amplifies brand. advertisement Measuring without context is misleading We're swimming in data, but too often it's disconnected from real outcomes. A spike in engagement means nothing if it doesn't translate to progress. A 'lead' isn't a measurement of success if the buying group never converts. We can no longer afford to celebrate empty signals. Effective marketing requires aligning performance metrics to business outcomes, not just channel-level outputs. True performance marketing moves beyond vanity metrics with attribution models that reflect how buying decisions are made: collaboratively, over time, and across multiple touchpoints. The future belongs to performance-first marketers Marketers today are under more pressure than ever to prove their value. But that pressure also presents an opportunity to reframe performance not as a siloed function, but as a strategic lever for growth. As B2B buying continues to evolve, the marketers who succeed won't be those chasing the lowest cost per lead. They'll be the ones building intelligent, data-driven programs that connect, convert, and contribute to real business outcomes. That's why traditional advertising as we know it won't survive. The future belongs to performance-first strategies that deliver relevance, speed, and ROI in real time. Marketers who embrace this shift won't just survive the next decade—they'll define it. Let's stop chasing clicks and start delivering outcomes. Real performance marketing is just beginning. Keith Turco is CEO of Madison Logic.
