Michele Majidi
Researcher
Connected TV advertising worldwide. - statistics & facts
The first half of the 2020s has seen connected TV (CTV) seamlessly become the “new normal” in TV advertising. Spurred by internet-connected devices like smart TVs and game consoles, CTV allows viewers to access streaming content on their own terms, generating new opportunities for advertisers worldwide. In 2024, global CTV ad spending was expected to surpass 29 billion U.S. dollars, with projections of over 38 billion by 2027, emphasizing the sector’s expeditious growth.
Budgets are not the only thing moving from linear to CTV: consumers are following suit, and marketers worldwide are taking heed. Along with streaming, CTV was elected the most important consumer trend by marketing professionals worldwide in 2024.
Budgets and consumers: Evolving from linear to connected
Marketers are increasingly reallocating budgets from traditional TV to CTV and OTT platforms, attracted by advanced targeting capabilities and the ability to engage audiences based on preferences and viewing behavior. This shift is happening across regions, with global ad spend continuing to rise as CTV offers more flexibility and real-time tracking compared to traditional TV. More than half of marketers worldwide planned to increase their CTV ad spending in 2024. Almost six out of 10 global marketers also found CTV to be an extremely or very effective marketing channel. Latin America was the region with the highest share of marketers transferring more than 60 percent of their ad budget to CTV, followed by Europe, Middle East, and Africa (EMEA).Budgets are not the only thing moving from linear to CTV: consumers are following suit, and marketers worldwide are taking heed. Along with streaming, CTV was elected the most important consumer trend by marketing professionals worldwide in 2024.
