CTV advertising spend rose by 16% in 2024, reflecting a significant recovery as it positions itself as a leader in the digital video advertising market. Expected to grow by 13% in 2025, CTV ad spending is projected to reach $26.6 billion, outstripping online video. This growth is largely driven by enhanced programmatic and self-service tools on streaming platforms, making advertising easier for brands. As a result, over 68% of advertisers consider CTV essential to their media strategies, indicating its pivotal role in the shifting landscape of advertising and media consumption.
Digital video solidifies dominance, pulling ahead of linear TV. CTV's resurgence is part of a broader increase in digital video advertising, continuing to grow faster than total media overall.
Over two-thirds (68%) of advertisers said CTV is essential for their media plans, making it the top choice for advertising investments, surpassing both social video and online video.
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