US TV and Connected TV Ad Spending Forecasts H2 2024

Streaming Inventory Blossoms but Trails Linear TV Significantly

Report by Ross Benes  | Dec 6, 2024
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Executive Summary
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Table of Contents
Executive Summary
The CTV advertising billionaires club is accepting new members
Linear TV still reigns in advertising time
Sources
Media Gallery
About This Report
CTV inventory has surged, but the linear TV ad market remains much larger.
Topics
TV Advertising
Connected TVs
TV Ad Spending
US
Table of Contents
Executive Summary
The CTV advertising billionaires club is accepting new members
Linear TV still reigns in advertising time
Sources
Media Gallery

Linear TV still accounts for an overwhelming share of the amount of time people spend watching TV screens. But streaming inventory has grown so much lately that ad prices are falling, and billion-dollar connected TV (CTV) ad businesses are becoming more common.

Key Question: How has the influx of inventory changed the CTV ad market?

Opportunity is knocking with the number of billion-dollar CTV ad businesses more than quadrupling form 2020 to 2026 (streaming services with at least $1 billion in US connected TV (CTV) ad revenues, 2020-2026)
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Key Stat: By 2026, nine US streaming services will have annual billion-dollar ad businesses.

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Table of Contents

  1. Executive Summary
  2. The CTV advertising billionaires club is accepting new members
  1. Linear TV still reigns in advertising time
  2. Sources
  1. Media Gallery

Charts in This Report

Opportunity is knocking with the number of billion-dollar CTV ad businesses more than quadrupling form 2020 to 2026 (streaming services with at least $1 billion in US connected TV (CTV) ad revenues, 2020-2026)Subscription Streaming Services Keep Rolling Out Ad Tiers (years of the advertising tier launches of select US streaming services, 2021-2024)
Linear TV Generates About 6 Times as Many Ad Impressions as CTV (% of US TV ad time spent, TV ad spending, and TV time spent, linear TV vs. connected TV (CTV), 2024)Netflix's Ad Exposure Share Is 6% of Its Time Spent Share (% of US streaming TV time spent vs. streaming TV ad time spent, by platform, June 2024)
Impressions Are One of the Most Common Metrics Used to Evaluate CTV Advertising (% of US connected TV (CTV)/OTT advertisers, April 2024)

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authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Vivian Dong
Forecasting Analyst
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Zach Goldner
Senior Forecasting Analyst
Evelyn Mitchell-Wolf
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst