Ä¢¹½AV

CTV manufacturers don’t mind selling at a loss: High market penetration leads Vizio and others to turn to advertising’s lucrative potential.

Connected TV is no longer a niche ad channel—it’s the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to Ä¢¹½AV’s forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

OTT companies do earn ad dollars outside of CTV. Subscription OTT services, for instance, will earn $2.48 billion in ad revenues on mobile or other devices in 2026. But their bread and butter will remain CTV, where they will generate 84.7% of their ad sales in 2026, for a total of $16.23 billion across devices. CTV also serves ads for a small but rapidly growing part of retail media ad sales.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

Platforms like TikTok, YouTube, and connected TV (CTV) are all competing for marketing spend. Without clear KPIs, marketers lack an understanding of—and the ability to communicate with leadership about—how campaigns are performing and where they should invest digital video marketing money.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

Only active TV watchers and active sub OTT viewers will spend more time with their selected media than digital audio listeners. And active radio listeners will still spend nearly as much time with their radios as gamers do with their games.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to Ä¢¹½AV, advertisers have a golden opportunity to reach their ideal audiences.

TikTok integrates with Nielsen ONE: Advertisers can measure and compare campaign performance across digital, linear TV, and CTV platforms.