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mr-0.5 sm:mr-1 leading-tight md:leading-none text-ii-gray-800 inline sm:inline-block"><a class="text-ii-dark-gray font-black whitespace-nowrap" href="/author/sara-lebow/">Sara Lebow</a></span><span class="m-0 mr-0.5 sm:mr-1 leading-tight md:leading-none text-ii-gray-800 font-regular">|</span><span class="m-0 mr-0.5 sm:mr-1 leading-tight md:leading-none text-ii-gray-800 font-regular">September 05, 2024</span></div></div><div class="w-full lg:w-1/3 mt-0 mb-4 hidden lg:block"><div class="flex items-center justify-center mt-8 lg:mt-0 mx-5 mb-12 lg:mx-0"><div style="background-image:url(/static/CTAbackground-2271331434265599592a125f6afb8b21.png)" class="flex items-center flex-row justify-center p-6 bg-ii-pattern bg-cover"><div class="w-become-client-content h-become-client-content lg:w-become-client-desktop flex flex-col justify-between"><h2 class="headline-xl text-ii-white"><span class="text-ii-red">Powerful data and analysis </span>on nearly every digital topic</h2><a 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id="PublicSiteMarketing-Newsletter-Link" href="https://www.emarketer.com/newsletters" data-analytics="PublicSiteMarketing-Newsletter-Link" class="bg-ii-blue text-ii-white paragraph-base rounded-3xl place-items-center grid h-12 outline-none focus:outline-none font-black mb-12">Sign Up</a></div></div></div></div></div><section itemProp="articleBody" class="flex flex-col lg:flex-row lg:space-x-16"><div class="PostBody__PostBodyContent-sc-ujfxx3-0 hTLlCy w-full lg:w-2/3 space-y-8 post-content"> <p><a href="https://www.insiderintelligence.com/content/connected-tv-ad-spending-leads-way-growth" target="_blank" rel="noopener">Connected TV (CTV) is the fastest-growing major ad channel</a> in the US of all the formats we track. It’s projected to grow 18.8% to reach a total of $28.75 billion in 2024, according to EMARKETER’s March 2024 forecast.</p> <p><a href="https://www.insiderintelligence.com/content/connected-tv-ctv-ad-revenue-growth-what-s-behind-surge" target="_blank" rel="noopener">CTV’s surge can be attributed to</a> ad performance, audience segmentation, data-driven insights, viewability on screens, and interactive capabilities. Integrations with retail media and social media will boost CTV spend, especially as advertisers seek new ways to incorporate first-party data into their audience-targeting strategies. Here’s what you need to know about CTV.</p> <p></p> <ul class="wp-block-iicustom-ii-article-summary summary-list"><li><strong>Want to learn more about connected tv and other marketing trends? <a href="https://www.emarketer.com/edaily/?utm_source=audience_dev&utm_medium=site_insights_&utm_campaign=eDaily0623">Sign up for the EMARKETER Daily newsletter.</a></strong></li></ul> <h2 id="h-what-is-ctv" class=" anchor-scroll-position-offset-margin"><strong>What is CTV?</strong></h2> <p><a href="https://www.insiderintelligence.com/content/connected-tv-explainer" target="_blank" rel="noopener">CTV advertising refers to digitally sold ads</a> that appear on TV screens, including ads shown on smart TVs that have their own internal internet capabilities and external devices like Amazon Fire sticks, Blu-ray players, and gaming consoles. CTV ads may also appear on streaming devices and services, as well as traditional TV offshoots like YouTube TV and Hulu with Live TV. CTV does not extend to non-TV devices.<strong> </strong></p> <p>People are spending more and more <a href="https://www.emarketer.com/content/time-spent-with-connected-devices-2024">time watching CTV</a>. In 2024, US adults will average 2 hours and 15 minutes per day spent with CTV, putting it ahead of desktop/laptop (1 hour and 30 minutes) but behind mobile devices (3 hours and 15 minutes), per EMARKETER’s June 2024 forecast. That said, the gap between <a href="https://content-na1.emarketer.com/mobile-strong-advertisers-ctv-poised-grow">CTV and mobile is narrowing</a>.</p> <div class="wp-block-image em-insights-image"> <figure class="aligncenter size-full"><a href="https://www.emarketer.com/content/connected-tv-viewing-cuts-mobile-dominance-over-us-screen-time"><div data-gatsby-image-wrapper="" style="position:relative;overflow:hidden;display:inline-block;vertical-align:top" class="gatsby-image-wrapper gatsby-image-wrapper-constrained wp-image-17073 inline-gatsby-image-wrapper"><div style="max-width:560px;display:block"><img alt="" role="presentation" aria-hidden="true" src="data:image/svg+xml;charset=utf-8,%3Csvg%20height='749'%20width='560'%20xmlns='http://www.w3.org/2000/svg'%20version='1.1'%3E%3C/svg%3E" style="max-width:100%;display:block;position:static"/></div><div aria-hidden="true" data-placeholder-image="" style="height:100%;left:0;position:absolute;top:0;width:100%"></div><picture><source type="image/webp" data-srcset="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/6afa4ab9dee0fe9f9509678a346fab48/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dwebp%26q%3D70&cd=undefined 140w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/8bc01900c67e8970db10c2c06d75668b/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D280%26h%3D375%26fm%3Dwebp%26q%3D70&cd=undefined 280w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/dbe261a64fe788a31f81fcedd0b2426d/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D560%26h%3D749%26fm%3Dwebp%26q%3D70&cd=undefined 560w" sizes="(min-width: 560px) 560px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="1" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 560px) 560px, 100vw" decoding="async" loading="lazy" data-src="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/636dd8e6a050ab3626f10d5282d87b7b/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dpng%26q%3D70&cd=undefined" data-srcset="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/636dd8e6a050ab3626f10d5282d87b7b/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dpng%26q%3D70&cd=undefined 140w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/3e1266e752c965c0d6db4382f8862f2c/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D280%26h%3D375%26fm%3Dpng%26q%3D70&cd=undefined 280w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/f5413f48e8e39bc368685a305b24b5b0/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D560%26h%3D749%26fm%3Dpng%26q%3D70&cd=undefined 560w" alt="mobile remains dominant but ctv narrows the gap"/></picture><noscript><picture><source type="image/webp" srcSet="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/6afa4ab9dee0fe9f9509678a346fab48/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dwebp%26q%3D70&cd=undefined 140w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/8bc01900c67e8970db10c2c06d75668b/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D280%26h%3D375%26fm%3Dwebp%26q%3D70&cd=undefined 280w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/dbe261a64fe788a31f81fcedd0b2426d/350271-2.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D560%26h%3D749%26fm%3Dwebp%26q%3D70&cd=undefined 560w" sizes="(min-width: 560px) 560px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="1" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 560px) 560px, 100vw" decoding="async" loading="lazy" src="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/636dd8e6a050ab3626f10d5282d87b7b/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dpng%26q%3D70&cd=undefined" srcSet="/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/636dd8e6a050ab3626f10d5282d87b7b/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D140%26h%3D187%26fm%3Dpng%26q%3D70&cd=undefined 140w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/3e1266e752c965c0d6db4382f8862f2c/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D280%26h%3D375%26fm%3Dpng%26q%3D70&cd=undefined 280w,/_gatsby/image/da9e1d5335f6c1420742bfa8ca3e4843/f5413f48e8e39bc368685a305b24b5b0/350271-2.png?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114120%2F350271-2.png&a=w%3D560%26h%3D749%26fm%3Dpng%26q%3D70&cd=undefined 560w" alt="mobile remains dominant but ctv narrows the gap"/></picture></noscript><div></div></div><div></div></a><figcaption><em>A chart showing that mobile is dominant in time spent on connected devices per day, but CTV is narrowing the gap. <br/></em></figcaption></figure></div> <p>As time spent on CTV increases, so will the <a href="https://www.insiderintelligence.com/content/3-things-marketers-consumers-spend-time-devices" target="_blank" rel="noopener">ad opportunity</a>. Although CTV <a href="https://www.emarketer.com/content/ctv-growth-normalizes-subscriptions-ad-spend-evolves">ad spend growth will slow</a> from 18.8% in 2024 to 13.3% in 2025 per a March 2024 EMARKETER forecast, the format will account for 1 in 10 US digital ad spend dollars in 2024.</p> <figure class="wp-block-image aligncenter size-full em-insights-image"><a href="https://chart-na1.emarketer.com/266519/us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending"><div data-gatsby-image-wrapper="" style="position:relative;overflow:hidden;display:inline-block;vertical-align:top" class="gatsby-image-wrapper gatsby-image-wrapper-constrained wp-image-21163 inline-gatsby-image-wrapper"><div style="max-width:922px;display:block"><img alt="" role="presentation" aria-hidden="true" src="data:image/svg+xml;charset=utf-8,%3Csvg%20height='936'%20width='922'%20xmlns='http://www.w3.org/2000/svg'%20version='1.1'%3E%3C/svg%3E" style="max-width:100%;display:block;position:static"/></div><div aria-hidden="true" data-placeholder-image="" style="height:100%;left:0;position:absolute;top:0;width:100%"></div><picture><source type="image/webp" data-srcset="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/2765cd71dc10a2ab39724984f885e44e/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Dwebp%26q%3D70&cd=undefined 231w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/8c8564c8a3e8c33a2b8e69f5714e8900/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D461%26h%3D468%26fm%3Dwebp%26q%3D70&cd=undefined 461w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/87ac9ecf4b4a886c009173998a26dcd6/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D922%26h%3D936%26fm%3Dwebp%26q%3D70&cd=undefined 922w" sizes="(min-width: 922px) 922px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="2" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 922px) 922px, 100vw" decoding="async" loading="lazy" data-src="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/e5a6513263f4fb203174efdb1bec8b07/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Djpg%26q%3D70&cd=undefined" data-srcset="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/e5a6513263f4fb203174efdb1bec8b07/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Djpg%26q%3D70&cd=undefined 231w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/939d1ea9d5a4a19e15e5ad804a3c779e/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D461%26h%3D468%26fm%3Djpg%26q%3D70&cd=undefined 461w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/5d94932a194af2157c6b03f8fb80c26c/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D922%26h%3D936%26fm%3Djpg%26q%3D70&cd=undefined 922w" alt="A chart showing US CTV ad spending from 2022 to 2028. "/></picture><noscript><picture><source type="image/webp" srcSet="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/2765cd71dc10a2ab39724984f885e44e/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Dwebp%26q%3D70&cd=undefined 231w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/8c8564c8a3e8c33a2b8e69f5714e8900/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D461%26h%3D468%26fm%3Dwebp%26q%3D70&cd=undefined 461w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/87ac9ecf4b4a886c009173998a26dcd6/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D922%26h%3D936%26fm%3Dwebp%26q%3D70&cd=undefined 922w" sizes="(min-width: 922px) 922px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="2" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 922px) 922px, 100vw" decoding="async" loading="lazy" src="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/e5a6513263f4fb203174efdb1bec8b07/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Djpg%26q%3D70&cd=undefined" srcSet="/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/e5a6513263f4fb203174efdb1bec8b07/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D231%26h%3D235%26fm%3Djpg%26q%3D70&cd=undefined 231w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/939d1ea9d5a4a19e15e5ad804a3c779e/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D461%26h%3D468%26fm%3Djpg%26q%3D70&cd=undefined 461w,/_gatsby/image/88bcd5d5ca3e0bedc3325d4e0780e44e/5d94932a194af2157c6b03f8fb80c26c/EMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F09%2F05170025%2FEMARKETER-us-connected-tv-ctv-ad-spending-2022-2028-billions-change-of-digital-ad-spending-285445.jpeg&a=w%3D922%26h%3D936%26fm%3Djpg%26q%3D70&cd=undefined 922w" alt="A chart showing US CTV ad spending from 2022 to 2028. "/></picture></noscript><div></div></div><div></div></a><figcaption><em>A chart showing US CTV ad spending from 2022 to 2028. <br/></em></figcaption></figure> <h2><strong>Benefits of CTV advertising</strong></h2> <p>CTV advertising can be more attractive than <a href="https://www.emarketer.com/insights/definition-linear-tv-advertising/">linear TV advertising</a> because ads are easier to target and measure.</p> <ul><li><strong>Target audience: </strong>CTV allows for precise audience segmentation based on interest, demographics, and viewing habits. And while other industries like social media struggle with signal loss, partnerships between streamers and <a href="https://www.emarketer.com/insights/definition-retail-media-networks/">retail media networks</a> have offered more first-party data into this advanced targeting capability. </li><li><strong>Analytics: </strong>CTV allows advertisers to view trends in real time, which can enhance decision-making and campaign optimization.</li><li><strong>Interactivity: </strong>On some platforms, viewers can click through ads to get more information or make a purchase, putting these ads closer to the bottom of the funnel than linear ads.</li></ul> <p><a href="https://www.emarketer.com/content/4-ctv-trends-watch-collapsing-funnel-gen-z-more">CTV is buoying TV ad spend</a> on the whole. CTV ad spend is growing at a faster clip than the rate at which US linear TV ad spend is declining. “CTV is catching up with linear TV, but [a point of inflection] is not likely to happen until probably toward the end of this decade,” said EMARKETER principal analyst Paul Verna.</p> <p>There are still <a href="https://www.emarketer.com/content/ctv-future-dont-discount-linear-your-media-mix">advantages to linear TV</a>, especially during major events like the Olympics, World Cup, and US elections, but most live sports coverage is available via CTV (though coverage is fractured across platforms). Linear can also be useful for reaching older audiences. But “the future is now for CTV,” according to Verna.</p> <div class="wp-block-image em-insights-image"> <figure class="aligncenter size-full"><a href="https://www.emarketer.com/chart/262152/us-tv-connected-tv-ctv-ad-spending-2021-2027-billions"><div data-gatsby-image-wrapper="" style="position:relative;overflow:hidden;display:inline-block;vertical-align:top" class="gatsby-image-wrapper gatsby-image-wrapper-constrained wp-image-17075 inline-gatsby-image-wrapper"><div style="max-width:922px;display:block"><img alt="" role="presentation" aria-hidden="true" src="data:image/svg+xml;charset=utf-8,%3Csvg%20height='1031'%20width='922'%20xmlns='http://www.w3.org/2000/svg'%20version='1.1'%3E%3C/svg%3E" style="max-width:100%;display:block;position:static"/></div><div aria-hidden="true" data-placeholder-image="" style="height:100%;left:0;position:absolute;top:0;width:100%"></div><picture><source type="image/webp" data-srcset="/_gatsby/image/29032763a26bdb7a211129956657b959/649889b3289e7724ca7548d6117eed1b/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Dwebp%26q%3D70&cd=undefined 231w,/_gatsby/image/29032763a26bdb7a211129956657b959/e8d645af82d1093615e6ab3dcd12add6/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D461%26h%3D516%26fm%3Dwebp%26q%3D70&cd=undefined 461w,/_gatsby/image/29032763a26bdb7a211129956657b959/4680e7f7ffe413d319da33f44638adea/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D922%26h%3D1031%26fm%3Dwebp%26q%3D70&cd=undefined 922w" sizes="(min-width: 922px) 922px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="3" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 922px) 922px, 100vw" decoding="async" loading="lazy" data-src="/_gatsby/image/29032763a26bdb7a211129956657b959/28d5d0b30a2faaec6674a150cf060ff5/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Djpg%26q%3D70&cd=undefined" data-srcset="/_gatsby/image/29032763a26bdb7a211129956657b959/28d5d0b30a2faaec6674a150cf060ff5/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Djpg%26q%3D70&cd=undefined 231w,/_gatsby/image/29032763a26bdb7a211129956657b959/fd5b13d077c172d399147f0de7b4198d/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D461%26h%3D516%26fm%3Djpg%26q%3D70&cd=undefined 461w,/_gatsby/image/29032763a26bdb7a211129956657b959/92b65f4b5446fb4959d1e8131dff1d71/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D922%26h%3D1031%26fm%3Djpg%26q%3D70&cd=undefined 922w" alt="us tv and connected tv ads spending 2021-2027"/></picture><noscript><picture><source type="image/webp" srcSet="/_gatsby/image/29032763a26bdb7a211129956657b959/649889b3289e7724ca7548d6117eed1b/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Dwebp%26q%3D70&cd=undefined 231w,/_gatsby/image/29032763a26bdb7a211129956657b959/e8d645af82d1093615e6ab3dcd12add6/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D461%26h%3D516%26fm%3Dwebp%26q%3D70&cd=undefined 461w,/_gatsby/image/29032763a26bdb7a211129956657b959/4680e7f7ffe413d319da33f44638adea/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.webp?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D922%26h%3D1031%26fm%3Dwebp%26q%3D70&cd=undefined 922w" sizes="(min-width: 922px) 922px, 100vw"/><img data-gatsby-image-ssr="" data-wp-inline-image="3" data-main-image="" style="height:100%;left:0;position:absolute;top:0;transform:translateZ(0);transition:opacity 250ms linear;width:100%;will-change:opacity;opacity:0" sizes="(min-width: 922px) 922px, 100vw" decoding="async" loading="lazy" src="/_gatsby/image/29032763a26bdb7a211129956657b959/28d5d0b30a2faaec6674a150cf060ff5/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Djpg%26q%3D70&cd=undefined" srcSet="/_gatsby/image/29032763a26bdb7a211129956657b959/28d5d0b30a2faaec6674a150cf060ff5/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D231%26h%3D258%26fm%3Djpg%26q%3D70&cd=undefined 231w,/_gatsby/image/29032763a26bdb7a211129956657b959/fd5b13d077c172d399147f0de7b4198d/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D461%26h%3D516%26fm%3Djpg%26q%3D70&cd=undefined 461w,/_gatsby/image/29032763a26bdb7a211129956657b959/92b65f4b5446fb4959d1e8131dff1d71/InsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpg?u=https%3A%2F%2Fpublicsite-wordpress-storage-public.emarketer.com%2Fwp-content%2Fuploads%2F2024%2F01%2F30114426%2FInsiderIntelligence-us-tv-connected-tv-ctv-ad-spending-2021-2027-billions-281078.jpeg&a=w%3D922%26h%3D1031%26fm%3Djpg%26q%3D70&cd=undefined 922w" alt="us tv and connected tv ads spending 2021-2027"/></picture></noscript><div></div></div><div></div></a><figcaption><em>A chart showing US TV and CTV ad spending from 2021 to 2027.</em></figcaption></figure></div> <h2><strong>How are CTV ads bought and sold?</strong></h2> <p>There’s no one way to buy CTV ads.</p> <ul><li>Advertisers can buy from a streaming service or TV network directly, giving them access to exclusive inventory but limiting scale.</li><li>They can purchase via programmatic platforms, which allow them to bid across multiple apps’ inventory.</li><li>Or they can buy from CTV device-makers, which allows placements across many apps but means less control of those placements for advertisers.</li></ul> <p>The fragmentation of this buying process is one of the factors limiting CTV ad spend growth from taking off even further. Right now, there is no measurement standardization across streaming platforms, which is limiting ad dollar growth.</p> <p>When <a href="https://www.emarketer.com/content/3-best-practices-better-ctv-advertising">buying CTV ads across platforms</a>, advertisers need to make sure ads are varied and not repetitive so that a viewer doesn’t see the same ad several times in different places.</p> <p><strong>Programmatic ad spend on CTV</strong></p> <p>US CTV programmatic display ad spend will reach $24.44 billion in 2024, according to a December 2023 EMARKETER forecast. That’s a growth of 23.1% over 2023. US CTV programmatic video ad spend will reach $24.01 billion in 2024 at a growth rate of 23.3% YoY.</p> <p>More CTV ad dollars are going to upfronts partly due to Amazon Prime Video’s new ad tier, more live sports available on streaming services, and platforms like TikTok per<a href="https://www.emarketer.com/content/digital-video-forecast-trends-q2-2024"> EMARKETER’s Digital Video Forecast and Trends Q2 2024 report</a>. EMARKETER projected upfront advertisers to spend $13.84 billion on CTV video ads during the 2024 season and rise to $17.29 billion in 2025. Upfront CTV spend is also forecast to make up 48.9% of all CTV spend in 2024.</p> <iframe loading="lazy" title="The Daily: How Far Have The TV/CTV Scales Tipped and A Shuffle At The Top For the CTV Ad Streamers | Jun 20, 2024" height="150" width="100%" style="border:none" scrolling="no" data-name="pb-iframe-player" src="https://www.podbean.com/player-v2/?i=7bnnk-16462f9-pb&from=pb6admin&share=1&download=1&rtl=0&fonts=Arial&skin=1b1b1b&font-color=&logo_link=episode_page&btn-skin=c73a3a" allowfullscreen=""></iframe> <h2><strong>CTV performance measurement </strong></h2> <p>CTV offers measurement advantage over linear in the sense that it is easier to track a consumer’s journey from first impression to purchase. But because different streamers exist within their own separate walled gardens, it can be difficult to track a campaign’s performance following the same consumer across networks.</p> <p>For shoppable ads, return on ad spend is easier to track, because the ads go beyond just brand awareness to actually deliver conversions. But for ads that don’t immediately result in a one-to-one conversion within the same environment, attention metrics like video completion rate are useful.</p> <p><a href="https://www.emarketer.com/content/tv-video-ad-buyers-require-3-more-currencies">Streamers tend to use multiple currencies</a> when assessing CTV performance, something EMARKETER senior analyst Ross Benes <a href="https://www.emarketer.com/content/3-burning-ctv-questions-answered-by-our-analyst">doesn’t expect will change anytime soon</a>. “I just don’t expect streaming to coalesce around a single currency like TV did for decades. It’s just going to be more bifurcated,” said Benes.</p> <h2><strong>CTV’s audience and demographics</strong></h2> <p>Among <a href="https://www.emarketer.com/insights/generation-z-facts/">Gen Z</a>, linear viewership is declining by a couple of million each year, and will fall below 40 million viewers in 2024, according to an EMARKETER forecast. But the generation’s CTV viewership is on the rise, approaching 55 million viewers in 2024.</p> <p>US CTV user penetration will be over 80% in 2024 for ages 25 to 54 and over 75% for ages 12 to 17, per EMARKETER’s September 2023 forecast. By contrast, less than 50% of people ages 0 to 11 and 65 and older will be CTV viewers.</p> <h2><strong>Who are the biggest CTV platforms?</strong></h2> <p>More streaming mediums are adding ad-supported tiers, but not every player is benefiting equally. report. Disney+ and Netflix are newer to the ad-supported CTV game and thus have plenty of room to grow, while Amazon added ads to Prime Video in January 2024.</p> <p><strong>Hulu: </strong>Hulu is the biggest player in US CTV ad spend, with $3.39 billion in projected CTV ad revenues for 2024, according to an March 2024 EMARKETER forecast. With an established ad tier and a live TV option, Hulu beat a lot of competitors right out of the gate when building its CTV offerings.</p> <p><strong>YouTube: </strong>YouTube US CTV ad spend with $3.39 billion, according to the same EMARKETER forecast. <a href="https://www.insiderintelligence.com/content/youtube-bets-on-long-short-content" target="_blank" rel="noopener">YouTube has been aggressively building</a> out its CTV capabilities, and has seen <a href="https://www.insiderintelligence.com/content/youtube-ctv-spending-jumped-31-last-quarter-outpacing-streamers" target="_blank" rel="noopener">healthy growth in spend</a> as a result.</p> <p><strong>Amazon: </strong><a href="https://www.emarketer.com/insights/amazon-revenue/">Amazon</a> has a few CTV endeavors, including its Fire TVs, Prime Video, and Freevee. Until January 2024, Prime Video did not feature external ads. As it builds out the new ad platform, <a href="https://www.emarketer.com/content/amazon-prime-video-viewers-use-ad-supported-tier">Amazon could very quickly become a successful contende</a>r due to its wealth of retail media data.</p> <p><strong>Roku: </strong>Roku is No. 4, but its share of US CTV ad spend is slipping as the playing field gets more crowded.</p> <p><strong>Netflix: </strong>Netflix, along with Disney+ and Max, are fairly new to ad-supported streaming. We project Netflix’s ad revenues will reach $800 million in 2024.</p> <p><strong>Disney+: </strong>Another newcomer, Disney+ has the advantage of leveraging some of its fellow Walt Disney Co. property Hulu’s ad expertise. Ad revenues for Disney+ are projected to reach $750 million in 2024.</p> <p><strong>Max: </strong>The platform formerly known as HBO Max combined with Discovery+ is expected to reach $430 million US connected tv ad revenues in 2024.</p> <p><strong>Apple TV+: </strong>Apple TV+ doesn’t have an ad-supported tier yet but has partnered with Major League Soccer (MLS) offering a league-dedicated subscription streaming service called MLS Season Pass, available exclusively through the Apple TV where viewers get access to every game on any device and any time.</p> <p><strong>The most important terms related to CTV: </strong></p> <ul><li><strong>Over-the-top (OTT): </strong>OTT video refers to streaming video content that is provided over the internet and bypasses traditional distribution of a set-top box.</li><li><strong>Free ad-supported streaming TV: </strong>Streaming TV that is available without paid subscriptions and features ads, such as Freevee.</li><li><strong>Ad-supported video-on-demand: </strong>Streaming TV that features advertisements, such as Hulu’s ad-supported tier.</li><li><strong>Smart TV: </strong><a href="https://www.emarketer.com/content/majority-of-us-ctv-households-use-smart-tvs">A TV that is connected to the internet</a> on which a user can stream CTV content.</li></ul> <p></p> <p><em>This article has been updated. Original was posted January 30, 2024.</em></p> <style> .em-insights-image{ max-width:600px; margin:0 auto; } @media only screen and (min-width : 600px) { .em-insights-image img{ max-height:85vh; } } </style> </div><div class="w-full lg:w-1/3 m-auto mt-0 mb-12 relative"><div class="sticky top-36 p-4"><div class="flex items-center justify-center"><div class="sc-jSUZER ctnqKz w-auto h-grid-banner"><div id="div-id-for-siderail1-ad" class="sc-gKPRtg cciIfW"></div></div></div></div></div></section><div class="hidden lg:block"><div class="flex flex-row space-x-16 mt-8"><div class="w-full lg:w-2/3 space-y-8 mb-4 lg:mb-16 font-regular pt-16"><form id="ArticleNewsletterBottom" action="" novalidate="" class="flex"><div class="w-9/12 mr-12"><div class="flex flex-col center"><div class="mb-7"><p class="headline-3xl mb-2">Want more <span class="text-ii-red">marketing</span> insights?</p><p class="paragraph-lg">Sign up for EMARKETER Daily, our free newsletter.</p></div><div class="flex flex-row w-full"><input placeholder="Business Email" type="email" data-analytics="PublicSiteMarketing-NewsletterSignup-Email" class="w-2/3 mr-8 mb-4 rounded-3xl pl-4 lg:pl-6 py-4 bg-ii-gray-100 placeholder-ii-gray-600 font-normal not-italic outline-none focus:outline-none"/><button type="submit" class="bg-ii-blue text-ii-white rounded-3xl h-12 px-8 font-black not-italic outline-none focus:outline-none">Sign Up</button></div><p class="paragraph-xs font-regular leading-tight text-ii-dark-gray">By clicking “Sign Up”, you agree to receive emails from EMARKETER (e.g. FYIs, partner content, webinars, and other offers) and accept our <a href="https://www.emarketer.com/terms" target="_blank" rel="noopener noreferrer" class="text-ii-dark-gray underline">Terms of Service</a> and <a href="https://www.emarketer.com/privacy" target="_blank" rel="noopener noreferrer" class="text-ii-dark-gray underline">Privacy Policy</a>. 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style="opacity:0" sizes="(min-width: 1000px) 1000px, 100vw" decoding="async" loading="lazy" src="/static/0c90baf9ae953db6695d7b7a4d2a4217/148eb/guide-to-netflix.png" srcSet="/static/0c90baf9ae953db6695d7b7a4d2a4217/42da7/guide-to-netflix.png 250w,/static/0c90baf9ae953db6695d7b7a4d2a4217/ae6a8/guide-to-netflix.png 500w,/static/0c90baf9ae953db6695d7b7a4d2a4217/148eb/guide-to-netflix.png 1000w" alt="guide to Netflix for marketers and advertisers:"/></noscript><script type="module">const t="undefined"!=typeof HTMLImageElement&&"loading"in HTMLImageElement.prototype;if(t){const t=document.querySelectorAll("img[data-main-image]");for(let e of t){e.dataset.src&&(e.setAttribute("src",e.dataset.src),e.removeAttribute("data-src")),e.dataset.srcset&&(e.setAttribute("srcset",e.dataset.srcset),e.removeAttribute("data-srcset"));const t=e.parentNode.querySelectorAll("source[data-srcset]");for(let e of t)e.setAttribute("srcset",e.dataset.srcset),e.removeAttribute("data-srcset");e.complete&&(e.style.opacity=1,e.parentNode.parentNode.querySelector("[data-placeholder-image]").style.opacity=0)}}</script></div></div></a><div class="m-0"><small class="m-0 mx-0.5 lg:mx-1 mb-2 inline-block leading-none text-ii-red ml-0 headline-sm xl:headline-base"><a href="/industry/advertising-media/">Advertising & Media</a></small><small class="m-0 mx-0.5 lg:mx-1 mb-2 inline-block leading-none paragraph-base">|</small><small class="m-0 mx-0.5 lg:mx-1 mb-2 inline-block leading-none paragraph-base text-ii-gray-800 mr-9">July 12, 2024</small><a itemProp="url" href="/insights/netflix-subscribers/"><h2 class="text-ii-black m-0 headline-lg md:headline-xl xl:headline-2xl"><span itemProp="headline">Guide to Netflix for marketers and advertisers: subscription models, subscriber engagement, and trends</span></h2></a></div></div></div><div class="container space-y-12 pt-6 lg:my-16"><div 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