The hype around CTV is justified, but the ad industry’s response is still sluggish. By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026.
Read the full report, US Ad Spending vs. Time Spent 2024.