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
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.
Connected TV (CTV) advertising spending in the United States from 2019 to 2027
(in billion U.S. dollars)
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Connected TV (CTV) advertising spending in the United States from 2019 to 2027
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* Forecast. Figures preceding 2022 taken from earlier reports.
Digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising
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eMarketer (@eMarketer). (January 10, 2024). Connected TV (CTV) advertising spending in the United States from 2019 to 2027 (in billion U.S. dollars) [Graph]. In Statista. Retrieved February 17, 2025, from https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/
eMarketer (@eMarketer). "Connected TV (CTV) advertising spending in the United States from 2019 to 2027 (in billion U.S. dollars)." Chart. January 10, 2024. Statista. Accessed February 17, 2025. https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/
eMarketer (@eMarketer). (2024). Connected TV (CTV) advertising spending in the United States from 2019 to 2027 (in billion U.S. dollars). Statista. Statista Inc.. Accessed: February 17, 2025. https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/
eMarketer (@eMarketer). "Connected Tv (Ctv) Advertising Spending in The United States from 2019 to 2027 (in Billion U.S. Dollars)." Statista, Statista Inc., 10 Jan 2024, https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/
eMarketer (@eMarketer), Connected TV (CTV) advertising spending in the United States from 2019 to 2027 (in billion U.S. dollars) Statista, https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/ (last visited February 17, 2025)
Connected TV (CTV) advertising spending in the United States from 2019 to 2027 (in billion U.S. dollars) [Graph], eMarketer (@eMarketer), January 10, 2024. [Online]. Available: https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/
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