Connected TV Explainer

What You Need to Know About a Shifting Landscape

Report by Ross Benes  | Jun 16, 2023
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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)
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KEY STAT: CTV will account for about one-tenth of US total digital ad spending in 2023.

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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)

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authors

Ross Benes

Contributors

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