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In our first CTV ad spending forecast back in 2019, CTV accounted for just under one-tenth of the total amount US advertisers spent on linear TV and CTV. This year, CTV will account for about one-third of that spending. CTV and linear TV spending will be nearly even by 2028. More advertisers are buying into CTV.

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

Netflix鈥檚 ad tier is less than two years old, but is growing due to its password-sharing crackdown and high demand for connected TV (CTV) advertising. One in 10 US Netflix users will opt for its ad-supported tier next year, and the company鈥檚 US ad revenues will surpass $1 billion, per our March 2024 forecast. Here are five charts demonstrating the progress Netflix has made 鈥攁nd the potential it still holds for advertisers.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn鈥檛 without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Our predictions for retail media networks, smart TV watching, and generative AI.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

The Trade Desk is developing a CTV operating system: Its ambitions could trigger a new age in CTV advertising and potentially upend the balance of power.

Most FAST services are available via any internet-connected screen, but Roku鈥檚 connected TV (CTV) leadership gives it an edge. Roku鈥檚 CTV devices and smart TV operating system are extremely popular and give users an immediate, frictionless way to watch The Roku Channel. This differentiates Roku from the otherwise very similar FAST services on the market and helps explain its viewership advantage.

Here are some CTV tools helping marketers keep up.

Viewership in Canada is changing, as more eyeballs turn to connected TV and digital video for long-form content.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

Time spent with CTVs will grow 8.3% this year, to reach 2:16 per day. CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of streaming OTT, virtual multichannel video programming distributors, apps, and audio accessed via a CTV鈥攈as risen rapidly in recent years. But it will still trail mobile device (phone and tablet) time spent by 1:43 per day in 2024.

Consumers spend most of their daily digital time with mobile devices鈥攁nd ad spending reflects that. But as viewers shift to ad-supported tiers and streamers add inventory, connected TV (CTV) is closing in.