One of largest sources of new video ad inventory and spending is CTV

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028. That year, it will surpass traditional TV ad spending ($45.10 billion) for the first time.

Despite CTV ad spending’s rapid growth, in 2026, Meta alone will still account for over $10 billion more in video ad spending ($48.77 billion) than all of CTV combined ($37.70 billion).The CTV ad market is far more diffuse than the social network landscape, with only three companies accounting for more than 10% of CTV ad sales in 2026.

• YouTube will net 11.9% of CTV ad revenues in 2026, although its gross sales will be more impressive at $9.21 billion and 24.4% of the total. But even YouTube’s $10.28 billion in gross video ad sales across all devices in 2026 will be less than a quarter (21.1%) of the size of Meta’s video ad business that year.
• Amazon will also surpass 10% of CTV ad sales in 2026, with most of their current and future CTV ad revenues coming from Amazon Prime Video and Fire TV. The total includes separately branded Twitch and Freevee streaming services.
• Disney also surpasses 10% when its separate brands—Hulu, ESPN, and Disney+—are combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues.