CTV ad spend in the U.S. 2019-2027

In 2023, connected TV (CTV) advertising spending in the United States was expected to amount to 24.6 billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and the reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs. At the current pace, CTV ad spend is expected to grow to 42.4 billion dollars by 2027.

Marketers shift finances into CTV amid brand safety concerns

U.S. marketers have been duly following the CTV boom, with nearly 40 percent of them reallocating budgets from non-video digital ads in favor of CTV. However, not all is rosy in CTV-land, with four out of 10 American marketers citing brand safety as a concern with the medium.

Who are the largest CTV spenders?

In 2023, the largest share of CTV ad spend in the U.S. was claimed by Disney-owned Hulu, with YouTube and Roku on its heels. While these three key platforms collectively nabbed almost 40 percent of ad spending, CTV ad views were ruled by Roku, with its devices securing almost half of the ad views originating from CTV devices across the country.