Connected TV Explainer

What You Need to Know About a Shifting Landscape

Report by Ross Benes  | Jun 16, 2023
Download
Report
Share
Table of Contents
Report Snapshot
What is CTV?
How big is the CTV advertising market?
Who are the key players in CTV?
What’s driving CTV’s advertising growth?
Where are CTV ad dollars coming from?
How are CTV ads bought and sold?
Sources
Media Gallery
About This Report
This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.
Topics
Connected TVs
United States
Table of Contents
Report Snapshot
What is CTV?
How big is the CTV advertising market?
Who are the key players in CTV?
What’s driving CTV’s advertising growth?
Where are CTV ad dollars coming from?
How are CTV ads bought and sold?
Sources
Media Gallery

Report Snapshot

Connected TV (CTV) is one of the hottest ad markets. Its annual growth rate will again outpace total digital ad spending’s growth this year, per our forecast.

KEY QUESTIONS

  1. What is CTV?
  2. How big is the market and what’s driving growth?
  3. How can you buy CTV advertising?
  4. Which companies are gaining market share?
US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of digital ad spending)
E-Mail ChartDownload

KEY STAT: CTV will account for about one-tenth of US total digital ad spending in 2023.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

4charts

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

Table of Contents

  1. Report Snapshot
  2. What is CTV?
  3. How big is the CTV advertising market?
  1. Who are the key players in CTV?
  2. What’s driving CTV’s advertising growth?
  3. Where are CTV ad dollars coming from?
  1. How are CTV ads bought and sold?
  2. Sources
  3. Media Gallery

Charts in This Report

US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of digital ad spending)US TV and Connected TV (CTV) Ad Spending, 2021-2027 (billions)
US Connected TV Ad Revenues, by Company, 2023 (billions)Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to US Agency/Marketing Professionals, March 2023 (% of respondents)

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.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Ross Benes

Contributors

Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
Max Willens
Senior Analyst

Latest Reports

Data Drop: 5 Charts on US Banking Digital Ad Spending
Report
Data Drop: 5 Charts on US Banking Digital Ad Spending
US Retail Industry Ad Spending 2024
Report
US Retail Industry Ad Spending 2024
US B2B Digital Ad Spending Forecast 2024
Report
US B2B Digital Ad Spending Forecast 2024
The Affiliate Marketing Opportunity
Report
The Affiliate Marketing Opportunity
US CPG Industry Ad Spending 2024
Report
US CPG Industry Ad Spending 2024
Retail and Ecommerce Sales Benchmarks: Q4 2024
Report
Retail and Ecommerce Sales Benchmarks: Q4 2024
Digital Video Forecast and Trends Q3 2024
Report
Digital Video Forecast and Trends Q3 2024
Infopack: Travel 2024
Report
Infopack: Travel 2024
Q3 2024 Ad Spending Forecast and Trends
Report
Q3 2024 Ad Spending Forecast and Trends
Data Drop: 4 Charts on Banks’ Generative AI Preparedness
Report
Data Drop: 4 Charts on Banks’ Generative AI Preparedness
Attention Metrics Ecosystem 2024
Report
Attention Metrics Ecosystem 2024
US Payments Digital Ad Spending 2024
Report
US Payments Digital Ad Spending 2024
US Ad Spending by Industry 2024
Report
US Ad Spending by Industry 2024
US Creator-Driven Commerce 2024
Report
US Creator-Driven Commerce 2024
US CTV Time Spent vs. Ad Spending 2024
Report
US CTV Time Spent vs. Ad Spending 2024

Popular on EMARKETER

Exclusive data: 4 trends in paid search advertising
Article
Exclusive data: 4 trends in paid search advertising
Digital Video Forecast and Trends Q3 2024
Report
Digital Video Forecast and Trends Q3 2024
Retail and Ecommerce Sales Benchmarks: Q4 2024
Report
Retail and Ecommerce Sales Benchmarks: Q4 2024
Amazon plans to increase Prime Video ad loads in 2025
Article
Amazon plans to increase Prime Video ad loads in 2025
The Affiliate Marketing Opportunity
Report
The Affiliate Marketing Opportunity
US CPG Industry Ad Spending 2024
Report
US CPG Industry Ad Spending 2024
FAST streaming trend accelerates as more services join the market
Article
FAST streaming trend accelerates as more services join the market
CMOs and other execs from McDonalds, Mastercard, the NBA, and more discuss AI, personalization, and long-term vision
Article
CMOs and other execs from McDonalds, Mastercard, the NBA, and more discuss AI, personalization, and ...
VideoAmp seeks a buyout as it becomes Paramount’s primary measurement partner
Article
VideoAmp seeks a buyout as it becomes Paramount’s primary measurement partner
5 charts on video ads: High spend, social cache, and measurement headaches
Article
5 charts on video ads: High spend, social cache, and measurement headaches
EWS’s Paze is live. Don’t expect an immediate shift.
Article
EWS’s Paze is live. Don’t expect an immediate shift.
Infopack: Travel 2024
Report
Infopack: Travel 2024
Disney pushes for 75% ad sales automation by 2027
Article
Disney pushes for 75% ad sales automation by 2027
US B2B Digital Ad Spending Forecast 2024
Report
US B2B Digital Ad Spending Forecast 2024
5 key stats on last-click attribution measurement
Article
5 key stats on last-click attribution measurement

Latest Forecasts

Digital Account Opening, US
Forecasts
Digital Account Opening, US
Banking Users, Brazil
Forecasts
Banking Users, Brazil
Banking Users, Mexico
Forecasts
Banking Users, Mexico
Digital Banking Users, US
Forecasts
Digital Banking Users, US
Digital Banking Users, UK
Forecasts
Digital Banking Users, UK
Digital Banking Users, Canada
Forecasts
Digital Banking Users, Canada
Mobile Banking Users, US
Forecasts
Mobile Banking Users, US
Tablet Users, US
Forecasts
Tablet Users, US
Financial Institution Users, Canada
Forecasts
Financial Institution Users, Canada
Financial Institution Users, UK
Forecasts
Financial Institution Users, UK
Financial Institution Users, US
Forecasts
Financial Institution Users, US
Telemental Health Users, US
Forecasts
Telemental Health Users, US
vMVPD, US
Forecasts
vMVPD, US
Sports Viewers, US
Forecasts
Sports Viewers, US
Ride Share Sales, US
Forecasts
Ride Share Sales, US

"Behind the Numbers" Podcast

The Weekly Listen: Why folks think Meta’s Orion smart glasses are the future of computing, Amazon gets into live news, and more
Audio
The Weekly Listen: Why folks think Meta’s Orion smart glasses are the future of computing, Amazon ...
The Daily: What could happen now that California just vetoed a huge AI safety law and what’s next for OpenAI?
Audio
The Daily: What could happen now that California just vetoed a huge AI safety law and what’s next ...
The Daily: How news consumption habits are changing—Will WhatsApp emerge as a hub, how many people use TikTok for news, and more
Audio
The Daily: How news consumption habits are changing—Will WhatsApp emerge as a hub, how many people ...
Around the World: What ads have been banned in different countries and how much do advertising bans work?
Audio
Around the World: What ads have been banned in different countries and how much do advertising bans ...
The Weekly Listen: Brand logos you can feel, can Amazon’s new “Shark-Tank”-style show catch on, and more
Audio
The Weekly Listen: Brand logos you can feel, can Amazon’s new “Shark-Tank”-style show catch on, and ...
The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of “Safe SuperIntelligence”
Audio
The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a kids online safety law, and a Dish/DirecTV merger
Audio
The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a ...
The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent workflow, and Tubi ascends
Audio
The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent ...
The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most wrong about consumers, and more
Audio
The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most ...
The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search giants defense
Audio
The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search ...
Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social media influences in-store behavior
Audio
Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social ...
The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are adopting the fastest, and more
Audio
The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are ...
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
Audio
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the future, and more
Audio
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the ...