In 2024, connected TV (CTV) advertising spending in the United States amounted to 28.79 billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and the reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs. At the current pace, CTV ad spend is expected to grow to 46.89 billion dollars by 2027. Marketers shift finances into CTV amid brand safety concerns U.S. marketers have been duly following the CTV boom, with nearly 40 percent of them reallocating budgets from non-video digital ads in favor of CTV. However, not all is rosy in CTV-land, with four out of 10 American marketers citing brand safety as a concern with the medium. Who are the largest CTV spenders? In 2023, the largest share of CTV ad spend in the U.S. was claimed by Disney-owned Hulu, with YouTube and Roku on its heels. While these three key platforms collectively nabbed almost 40 percent of ad spending, CTV ad views were ruled by Roku, with its devices securing almost half of the ad views originating from CTV devices across the country.

In 2023, connected TV (CTV) advertising spending in the United States was expected to grow by 21.2 percent, to reach an expenditure of 25.09 billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs.

In 2024, connected TV programmatic advertising spending in the United States was projected to reach 25.3 billion U.S. dollars. In the same year, total programmatic ad expenditures in the U.S. were expected to stand at 244 billion U.S. dollars.

In 2023, Hulu was the leading connected TV (CTV) advertiser in the United States, with a forecast ad revenue of 3.63 billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs. At current pace, CTV ad spend is expected to grow to 27.47 billion U.S. dollars by the end of 2025.

The connected TV (CTV) advertising services market is experiencing robust growth, with a current market size of $31.4 billion. This market is projected to expand at a CAGR of XX% over the forecast period. This growth is primarily driven by increasing internet penetration, the rise of streaming services, and the shift in consumer behavior towards on-demand content consumption. The market is segmented into two main types: static advertising and dynamic advertising. Static advertising involves placing fixed ads on CTV platforms, while dynamic advertising allows for real-time ad targeting and personalization. Large enterprises and SMEs represent the two key application segments. Key market trends shaping the CTV advertising services market include the proliferation of programmatic advertising, the emergence of advanced targeting capabilities, and the growing adoption of data-driven marketing strategies. Programmatic advertising enables automated buying and selling of ad inventory, streamlining the process and increasing efficiency. Advanced targeting capabilities allow advertisers to target specific audiences based on their demographics, interests, and behaviors. Data-driven marketing strategies leverage data analysis to optimize ad campaigns and deliver better results. The market is characterized by intense competition, with numerous companies offering CTV advertising services. Prominent players in the market include Hotspex Media, Amsive, Power Digital, Our Own Brand, Anchour, Bob's Your Uncle, StackAdapt, Accelerated Digital Media, CAYK Marketing Inc., NinjaPromo, Digital Elevator, Adly Media, Online Optimism, Substance Communication, Greenbaum Stiers, Dragon360, Playbook Media, Grounds for Promotion, Amagi, Amazon Ads, WebFX, The Trade Desk, Madhive, Socium Media, Brill Media, Level Marketing, Max Effect Marketing, Brandefy, Moburst, and Keynes Digital. Market Size The global connected TV (CTV) advertising services market was valued at USD 13.3 billion in 2022 and is projected to reach USD 32.7 billion by 2027, exhibiting a CAGR of 18.2% during the forecast period.

Success.ai’s Connected TV Data for Broadcast Media & Entertainment Professionals Worldwide offers a comprehensive dataset tailored for businesses seeking to engage with key decision-makers and innovators in the broadcast and entertainment industries. Covering professionals from global media corporations, production studios, streaming platforms, and ad-tech companies, this dataset provides verified contact numbers, email addresses, and geographic location data.

With access to over 700 million verified global profiles and 30 million company profiles, Success.ai ensures your outreach, marketing, and strategic planning are powered by accurate, continuously updated, and AI-validated data. Supported by our Best Price Guarantee, this solution empowers businesses to thrive in the dynamic world of connected TV and entertainment.

Why Choose Success.ai’s Connected TV Data?

1. Verified Contact Data for Precision Targeting

   • Access verified phone numbers, work emails, and LinkedIn profiles of professionals in broadcast media, OTT platforms, and connected TV ecosystems.
   • AI-driven validation ensures 99% accuracy, minimizing wasted efforts and maximizing campaign efficiency.

2. Comprehensive Global Coverage

   • Includes profiles of professionals and companies from major entertainment hubs like Los Angeles, London, Mumbai, Seoul, and more.
   • Gain insights into regional content trends, technology adoption, and market opportunities across continents.

3. Continuously Updated Datasets

   • Real-time updates reflect changes in leadership, business expansions, content strategies, and technology investments.
   • Stay aligned with fast-evolving industry trends and maintain relevance in your outreach efforts.

4. Ethical and Compliant

   • Adheres to GDPR, CCPA, and other global privacy regulations, ensuring responsible and lawful use of data for your campaigns.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with decision-makers, content creators, and tech innovators in broadcast media and entertainment worldwide.
• 30M Company Profiles: Access detailed firmographic data, including company sizes, revenue ranges, and geographic locations.
• Contact and Location Data: Gain direct access to verified phone numbers, email addresses, and physical office locations for strategic outreach.
• Leadership Profiles: Engage with CEOs, CTOs, production heads, and ad-tech professionals shaping connected TV strategies.

Key Features of the Dataset:

1. Decision-Maker Profiles in Media & Entertainment

   • Identify and connect with executives, content strategists, and technology leaders driving innovation in connected TV and broadcast media.
   • Target professionals responsible for ad placement, content distribution, and audience engagement.

2. Firmographic and Geographic Insights

   • Access detailed business information, including company hierarchies, geographic locations, and operational structures.
   • Pinpoint key players in regional markets and identify emerging content hubs.

3. Advanced Filters for Precision Campaigns

   • Filter companies by segment (streaming platforms, cable networks, production studios), geographic location, company size, or revenue range.
   • Tailor outreach to align with specific industry challenges, such as audience targeting, ad-tech integration, or content localization.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data enable personalized messaging, highlight unique value propositions, and improve engagement outcomes with media professionals.

Strategic Use Cases:

1. Ad-Tech and Marketing Solutions

   • Present innovative ad-placement technologies, audience analytics tools, or campaign management platforms to ad-buyers and media strategists.
   • Build relationships with professionals managing programmatic ad campaigns and audience segmentation strategies.

2. Content Distribution and Partnerships

   • Engage with streaming platforms, OTT services, and broadcast networks exploring partnerships for content distribution or technology integration.
   • Foster alliances to expand content reach, improve viewer engagement, or enhance monetization strategies.

3. Market Research and Consumer Trends

   • Analyze trends in content consumption, connected TV adoption, and audience preferences to refine your product or service offerings.
   • Leverage these insights to identify untapped opportunities and create competitive advantages.

4. Recruitment and Talent Solutions

   • Engage HR professionals and production leads seeking top talent for roles in media production, ad-tech development, or content marketing.
   • Offer workforce optimization solutions or recruitment services tailored to the media and entertainment industries.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality connected TV data at competitive prices, ensuring ...

Connected TV advertising revenue worldwide was forecast to add up to 38.3 billion U.S. dollars in 2024, marking an increase from the previous year's value of 31.92 billion.

As of 2022 ad expenditure on connected TV or CTV in India amounted to more than 50 million U.S. dollars. The trend was projected to follow an upwards trajectory over the next five years, with CTV ad spends almost touching 400 million U.S. dollars by 2027.

Connected TV refers to a television connected to the internet that allows consumers to stream content. It includes devices such as smart TVs or Amazon firesticks.

In 2023, connected TV (CTV) advertising spending in Spain amounted to 79 million euros. In 2023, CTV ad spending in Spain increased by 98.6 percent compared to the value reported in the previous year.

Global connected TV (CTV) advertising revenue was forecast to reach 35.2 billion U.S. dollars in 2024, marking an increase of nearly 20 percent compared to the previous year. By 2026, CTV ad spend is forecast to add up to 46.3 billion dollars.

In 2021, advertising revenue generated by Hulu in the United States was expected to grow by 34.5 percent. In general, connected TV (CTV) advertising spending in the U.S. was expected to grow by 40.1 percent, to reach an expenditure of 11.4 billion. Advertising on CTVs is a growing trend combining the ease of online advertising and reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs.

According to Cognitive Market Research, The Global TV Apps Develop Services market size was estimated at USD 18.5 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 8.5% from 2023 to 2030. Which Factors Drives the TV Apps Develop Services Market Growth?

Various factors affect the TV apps development services market. First, the demand for cutting-edge and engaging apps is growing along with the popularity of smart TVs and other connected gadgets. Second, the rising use of streaming services allows app developers to accommodate various content consumption habits. Third, technological developments like 5G improve app performance and broaden user bases.

These developments empower businesses to offer better-tailored solutions and services, which, in turn, contribute to the growth of the TV Apps Develop Services industry.

The FIFA World Cup final in 2018 had an estimated global TV audience of 1.12 billion viewers. In context, the last live stream event that was broadcasted was an e-sports match in the multishooter game, Valorant, with a peak audience of 600,000. That bump to 1.12 billion viewers is a strong indicator of the growing popularity of online viewership.

(Source: www.fifa.com/tournaments/mens/worldcup/2018russia/media-releases/more-than-half-the-world-watched-record-breaking-2018-world-cup)

Increasing Penetration of Smart TVs and Connected Devices to Gain Market Output


Growing Demand for Personalized Content and On-Demand Viewing to Build Market Girth

Non-linear content consumption is becoming more popular among TV viewers since it lets them to watch their favourite shows and films whenever they want. As a result, streaming services, video-on-demand services, and catch-up television applications have grown in popularity. The need for flexible watching options has spawned a massive market for TV applications that cater to numerous genres, languages, and regional interests, appealing to a diverse audience. TV applications analyse user behaviour and preferences using data analytics and machine learning algorithms.

The trend toward tailored content consumption has given TV applications access to new sources of income. Users can choose between ad-free and premium content options with subscription-based models, which brings in a consistent income for developers. In addition, user data-targeted adverts offer free apps to generate income.

Factors Restraining the Growth of the TV Apps Develop Services Market

Diverse Regulatory Frameworks and Compliance Burdens to Hinder Market Growth

Due to the various regulatory frameworks and compliance requirements across various areas and nations, the TV app development services market confronts difficulties. Each nation has its own set of laws and regulations covering advertising, consumer protection, intellectual property rights, and digital content. App developers must negotiate this complex environment to guarantee that their TV apps comply with pertinent laws and regulations.

Impact of COVID-19 on the TV Apps Develop Services Market

COVID-19 dramatically impacted the market for TV Apps Develop Services. The need for home entertainment increased as more individuals were compelled to stay indoors during lockdowns. This resulted in a rise in watchers, which raised the demand for interesting TV apps to satiate the growing audience. The popularity of streaming services increased, and app creators were forced to respond fast to shifting consumer expectations and tastes. The pandemic thus served as a spur for development and expansion in the TV Apps Develop Services market. What are TV Apps Develop Services?

TV app develop services is the process of creating applications specially designed for television platforms. These applications are developed to run on smart TVs, set-top boxes, streaming devices, and other connected TV devices. TV app development services involve creating software that provides a seamless and user-friendly experience for users accessing content on their television screens.

In 2023, connected TV (CTV) advertising spending in the United Kingdom (UK) stood at 1.17 billion British pounds. A year earlier, it amounted to 963 million pounds, which indicates a year-on-year growth rate of roughly 21 percent.

According to a survey conducted among marketing professionals worldwide in December 2022, 18 percent of respondents stated they planned a 50 percent or more budget increase in connected TV (CTV) advertising spending in the following year. This marked a five percent increase from the share of respondents who had said the same a year before.

The global audience measurement systems market is experiencing robust growth, projected to reach $8.093 billion in 2025 and exhibiting a Compound Annual Growth Rate (CAGR) of 14.7% from 2025 to 2033. This expansion is driven by several factors. The increasing importance of data-driven decision-making in advertising and media is a primary catalyst. Advertisers and media companies require accurate and comprehensive audience insights to optimize campaign strategies, content creation, and ultimately, return on investment. The proliferation of digital and streaming media platforms necessitates sophisticated measurement systems capable of tracking viewership across diverse channels, leading to the growth of segments such as Digital Measurement Systems and Streaming Measurement Systems. Furthermore, advancements in data analytics and artificial intelligence (AI) are enabling more precise audience segmentation and targeting, further fueling market growth. The rise of connected TV (CTV) and the increasing complexity of media consumption patterns are also contributing factors, creating a demand for comprehensive cross-media measurement solutions. Competitive forces among established players like Nielsen and Kantar alongside innovative entrants are fostering a dynamic and evolving market landscape. The market segmentation reveals significant opportunities. While the specific market share for each segment (Audio, Cross-Media, Digital, Streaming, TV Measurement Systems, and Others) is not explicitly provided, it's reasonable to anticipate that Digital and Streaming Measurement Systems will experience the fastest growth, reflecting the ongoing shift towards digital media consumption. Similarly, the application segment analysis (Advertisers, Media Companies, and Others) likely shows high demand from advertisers seeking to refine targeting and media companies aiming to understand audience preferences. Geographic segmentation suggests that North America and Europe will continue to dominate the market due to established media infrastructure and advanced advertising techniques, however, growth in Asia Pacific is likely to be significant, fuelled by increased internet penetration and rising digital advertising expenditure. The forecast period (2025-2033) points to sustained market expansion driven by the ongoing technological advancements and the critical role of audience measurement in the evolving media landscape.

The digital tv market is projected to be valued at {Market_Size_2024} in 2024, driven by factors such as increasing consumer awareness and the rising prevalence of industry-specific trends. The market is expected to grow at a CAGR of {CAGR}, reaching approximately {Market_Size_2034} by 2034.

According to a survey carried out among video marketers in the United States between February and March 2023, 36 percent of respondents who said they would not be increasing their connected TV (CTV) ad spending said they would not do so because of macroeconomic headwinds. This was followed by 31 percent of respondents saying that CTV ad spending was too expensive.

SVoD Market size was valued at USD 27.38 Billion in 2024 and is projected to reach USD 37.46 Billion by 2031, growing at a CAGR of 4.41 % from 2024 to 2031.

The SVoD (Subscription Video on Demand) market is driven by increasing internet penetration, the proliferation of smart devices, and shifting consumer preferences toward flexible, on-demand content. Growing adoption of digital platforms and the availability of diverse, localized content further fuel market growth, catering to varied audience demographics.

Additionally, advancements in streaming technology, competitive pricing models, and original content production have enhanced user engagement. The rise of hybrid monetization models, such as ad-supported tiers, also broadens accessibility, ensuring sustained market expansion in emerging and mature markets alike.

According to data published in January 2021 based on a survey carried out in Germany, 51 percent of responding senior video marketers stated that ensuring data is compliant with consumer privacy data initiatives was a challenge of connected TV advertising; 49 percent named data security in the same context.