Where are people streaming video?

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Key stat: 58% of US adults stream video via connected TV (CTV), according to ViewNexa.

Beyond the chart:

• US CTV ad spend will grow by 22.4% next year to cross the $30 billion mark, according to our forecast.
• Retail media CTV spend will grow by 335.5% next year to account for 12.1% of US CTV ad spend. By 2027, it will make up 20.4%, per our forecast.

Use this chart:

• Understand how viewers consume digital video.
• Determine ad investments.

More like this:

• Walmart links holiday-centric rom-coms and social commerce in its new shoppable series
• A closer look at YouTube’s ad rates
• The shifts that will impact 2024’s video ad landscape
• Retail media dealmaking (and Prime Video’s introduction of ads) has reshaped our CTV expectations

Methodology: Data is from the October 2023 ViewNexa report "How to Follow the Audience." 1,000 US consumers ages 18+ were surveyed online during August 2023 by Sapio Research.