US Connected TV Advertising Forecast 2022

How Netflix and Disney+ Will Help Fuel a $21 Billion Field

Report by Ross Benes  | Nov 10, 2022
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Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
About This Report
New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.
Topics
Connected TVs
US
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery

Executive Summary

As more people cut their cable cords, streaming video keeps gaining viewers and ad dollars. Ad spending is still much smaller on connected TV (CTV) than on linear TV, but the gap is closing.

3 QUESTIONS THIS REPORT WILL ANSWER

  1. How much money will advertisers spend on CTV?
  2. Which companies are receiving the most CTV ad revenues?
  3. How is CTV viewership changing?

WHAT’S IN THIS REPORT? An examination of trends, data, and strategies related to how marketers are approaching CTV. Also, our latest CTV ad spending and viewer forecasts.

US Connected TV (CTV) Ad Spending, 2020-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: This year, US advertisers will spend $21.16 billion on CTV, an increase of 23.0% over 2021.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Sizing Up the Streaming Ad Market
  1. Netflix and Disney Shake Up CTV Ad Revenue Breakouts
  2. Streaming Time Spent Keeps Growing
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Connected TV (CTV) Ad Spending, 2020-2026 (billions, % change, and % of total media ad spending)US Subscription Over-the-Top (OTT) Platform Ad Spending, 2020-2024 (billions, % change, and % of total video ad spending)
How Has Our US Connected TV (CTV) Ad Spending Forecast Changed? (billions, 2020-2026)Combined US Linear and Connected TV Ad Spending, 2020-2026 (billions)
US Connected TV Users and Penetration, 2019-2026 (millions, % change, and % of internet users)Share of US Connected TV Users, by Generation, 2020-2026 (% of total)
US Over-the-Top (OTT) Video Service Users, by Type, 2019-2026 (millions)US Connected TV Users, by Device, 2020-2026 (% of connected TV viewers)
US Connected TV (CTV) Ad Spending Share, by Company, 2020-2024 (% of total CTV ad spending)US Netflix Ad Revenues, by Device, 2023 & 2024 (millions)
US Disney+ Ad Revenues, by Device, 2023 & 2024 (millions)US Paramount+ Ad Revenues, 2021-2024 (billions, % change, and % of total video ad spending)
US Peacock Ad Revenues, 2020-2024 (millions, % change, and % of total video ad spending)US Average Time Spent per Day With Subscription OTT Video Services, 2019-2024 (hrs:mins, % change, and % of total time spent with TV and video)
US Average Time Spent per Day with Digital Video, by Device, 2019-2024 (minutes)US Average Time Spent per Day with Subscription Over-the-Top (OTT) Video, by Platform, 2019-2024 (minutes)

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Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
About This Report
New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.
Topics
Connected TVs
US
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
Download PDF

authors

Ross Benes

Contributors

Zach Goldner
Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Peter Newman
Senior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Paul Verna
Principal Analyst