Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.
Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels. Even after a forecast downgrade driven by adverse macroeconomic conditions and challenges in digital ad targeting and measurement, CTV remains a place where marketers see tremendous value in their ad investments—especially at a time when traditional TV is waning.
Key Question: What is our outlook for CTV ad spending in the next four years as linear TV continues to recede and emerging digital formats, like retail media, take hold?
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Table of Contents
Executive Summary
We’ve lowered our CTV ad spending outlook, but the format remains robust.
Ad spending growth aligns with time spent on CTV.
Hulu leads in CTV ad revenues, but others aren’t far behind.
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