Connected TV Ad Spending Leads the Way in Growth

Increases Come Even as Forecast Is Trimmed; Gains in Time Spent Point to More Engagement

Executive Summary

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?

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. We’ve lowered our CTV ad spending outlook, but the format remains robust.
  1. Ad spending growth aligns with time spent on CTV.
  2. Hulu leads in CTV ad revenues, but others aren’t far behind.
  1. Media Gallery

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Paul Verna

"Behind the Numbers" Podcast