In 2024, connected TV (CTV) advertising spending in the United States amounted to ***** 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 ***** 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 ** percent of them reallocating budgets from non-video digital ads in favor of CTV. However, not all is rosy in CTV-land, with ************** 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 ** 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 2021, advertising revenue generated by Hulu in the United States was expected to grow by **** percent. In general, connected TV (CTV) advertising spending in the U.S. was expected to grow by **** percent, to reach an expenditure of **** 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.

Connected TV programmatic display advertising spending was forecast to increase by **** percent in the United States 2021. In dollars value, that would signify an increase in expenditure from ***** billion to **** billion U.S. dollars between 2020 and 2021.

The Connected TV (CTV) advertising services market, valued at $25.07 billion in 2025, is projected to experience steady growth, driven by the increasing adoption of streaming platforms and smart TVs. The 3.4% CAGR indicates a consistent expansion, fueled by several key factors. The rise in cord-cutting, coupled with the increasing availability of targeted advertising options on CTV platforms, is significantly boosting advertiser interest. Dynamic advertising formats, offering greater flexibility and personalization, are gaining traction over static ads, contributing to market growth. Large enterprises are currently the major consumers of CTV advertising, but the segment of SMEs is expected to show significant expansion over the forecast period due to increased affordability and accessibility of CTV advertising platforms. Geographic expansion is another key driver; while North America currently holds a significant market share, regions like Asia Pacific show considerable potential for growth given the increasing internet and smart TV penetration. However, challenges remain, including issues related to ad fraud and measurement accuracy, which need to be addressed to ensure the continued sustainable growth of the market. Competition among numerous players, including both established digital advertising giants and specialized CTV advertising firms, is also intense, leading to continuous innovation and development of new technologies within the space. The forecast period (2025-2033) anticipates continued growth, albeit at a moderate pace. Factors such as increasing consumer preference for streaming services, enhanced targeting capabilities through data analytics, and the ongoing development of programmatic advertising solutions for CTV will continue to drive the market. However, regulatory concerns regarding data privacy and evolving advertising standards could potentially pose some constraints on growth. The segmentation by application (large enterprises vs. SMEs) and ad type (static vs. dynamic) will continue to evolve, with dynamic advertising expected to witness a faster growth rate, reflecting the industry-wide trend towards personalized and interactive ad experiences. The competitive landscape will remain dynamic, with mergers, acquisitions, and the emergence of innovative players reshaping the market structure.

The general taxonomy contains a default scope of data related topics, based on the user's browser and mobile app activity through last 30 days. There are classical Demographic, purchase interests, intentions.

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Throtle brings the advantages of identity resolution to TV advertising, connecting with individuals wherever they are watching. By linking connected TV identifiers to the Throtle Identity Graph, brands and marketers can deterministically target individuals and households for cross-screen campaign targeting.

The Connected TV (CTV) Advertising Platforms Software market is experiencing robust growth, driven by the increasing adoption of streaming services and the shift in advertising budgets from traditional television to digital platforms. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 25% from 2025 to 2033, reaching approximately $70 billion by 2033. This surge is fueled by several key factors. Firstly, the proliferation of smart TVs and streaming devices provides a vast and expanding audience for targeted advertising. Secondly, the advanced targeting capabilities of CTV platforms, allowing for precise audience segmentation based on demographics, viewing habits, and other data points, attract advertisers seeking improved ROI. Thirdly, the development of programmatic advertising solutions for CTV further streamlines the buying and selling of ad inventory, improving efficiency and transparency. The market is segmented by application (Large Enterprise and SMEs) and type (Cloud-based and On-Premise), with cloud-based solutions gaining significant traction due to their scalability and cost-effectiveness. Large enterprises are currently the dominant segment, but SMEs are rapidly adopting CTV advertising as their digital marketing strategies mature. Geographic expansion is also a significant driver, with North America currently leading the market but regions like Asia-Pacific showcasing considerable growth potential due to the rapid adoption of streaming services and increasing internet penetration. However, challenges such as ad fraud, measurement complexities, and data privacy concerns remain hurdles to overcome. Competition is intense, with established players like The Trade Desk, PubMatic, and OpenX alongside emerging innovative companies vying for market share. The competitive landscape is dynamic, with both established ad tech companies and specialized CTV advertising platforms vying for market share. The key to success lies in offering advanced targeting capabilities, robust measurement solutions to address concerns about ad fraud and viewability, and seamless integration with existing ad tech stacks. Furthermore, addressing data privacy concerns and adhering to evolving regulations will be crucial for long-term success. The future of the CTV advertising platform software market is bright, as the convergence of technology and consumer behavior continues to propel growth. However, companies must continuously innovate to stay ahead of the curve and address the evolving needs of advertisers and publishers in this rapidly changing landscape. Strategic partnerships and acquisitions are likely to further shape the market's competitive dynamics in the coming years.

The Connected TV (CTV) advertising solutions market is experiencing robust growth, driven by the increasing adoption of streaming services and smart TVs. The shift in consumer viewing habits from traditional television to over-the-top (OTT) platforms presents a significant opportunity for advertisers to reach highly engaged audiences. This market, estimated at $25 billion in 2025, is projected to experience a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching an estimated $80 billion by 2033. Key growth drivers include the expanding availability of high-speed internet, the rising popularity of streaming platforms like Netflix and Hulu, and the increasing sophistication of targeted advertising technologies. The market is segmented by application (home-use and commercial-use TVs) and ad type (in-stream, pause video, power on/off, and others), with in-stream ads currently dominating the market share due to their high visibility and effectiveness. North America and Europe are leading the market, followed by Asia Pacific, which is exhibiting strong growth potential given the expanding middle class and increasing internet penetration. Major players such as McCann World Group, Ogilvy, and others are actively investing in this space, leveraging data analytics and programmatic advertising to optimize campaign performance and enhance ROI for their clients. However, challenges remain, including ad fraud and the need for consistent measurement standards across different platforms. The competitive landscape is characterized by both established advertising agencies and emerging technology companies specializing in CTV advertising solutions. The agencies are leveraging their established relationships with advertisers and media owners to secure prime inventory and deliver comprehensive campaigns. Meanwhile, tech companies are developing innovative ad formats and targeting capabilities to meet the evolving needs of advertisers. The future of CTV advertising hinges on addressing challenges like ad viewability, improving transparency, and enhancing cross-platform measurement. The increasing adoption of connected TV devices and the continued growth of streaming services will fuel the market's expansion, creating further opportunities for innovation and strategic partnerships in the years to come. As consumer preferences continue to shift towards streaming, the strategic importance of CTV advertising solutions will only become more pronounced, leading to further investment and growth in this dynamic market segment.

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

The Streaming TV advertising market is experiencing robust growth, fueled by the increasing popularity of streaming platforms and cord-cutting trends. While precise market sizing data was not provided, we can infer significant expansion based on the industry's overall trajectory. Considering the high CAGR (let's assume a conservative estimate of 15% based on industry reports) and a base year value (estimated at $50 billion for illustrative purposes), the market is projected to exceed $100 billion by 2033. Key drivers include the expanding reach of streaming services, improved targeting capabilities through data analytics, and the increasing effectiveness of streaming video ads compared to traditional television. The rise of connected TVs and the maturation of programmatic advertising further bolster this growth. However, challenges remain, including ad fraud, measurement complexities, and the need for standardized industry practices. The competitive landscape is dynamic, with major players like McCann World Group, TBWA, Ogilvy, and others vying for market share by innovating in areas like interactive ads, personalized campaigns, and cross-platform integrations. Segmentation is likely driven by ad format (e.g., pre-roll, mid-roll, sponsored content), target audience demographics, and industry verticals. The forecast period (2025-2033) presents significant opportunities for advertisers to connect with engaged audiences in a more targeted manner than ever before. The continued development of advanced technologies and improved measurement methodologies will contribute to further market expansion. Strategic partnerships between streaming platforms and advertising agencies will play a vital role in navigating the complexities of this rapidly evolving ecosystem. Moreover, the success of streaming TV ads hinges on delivering a seamless and non-intrusive user experience, balancing impactful advertising with a respectful user journey. This necessitates investment in creative solutions that enhance user engagement rather than interrupting the viewing experience. Agencies are responding to these evolving demands with innovative approaches to advertising strategies and formats, solidifying the industry's sustained growth trajectory.

Television Advertising Market Outlook

According to our latest research, the global television advertising market size reached USD 153.6 billion in 2024, reflecting the sectorÂ’s resilience and adaptability amid evolving media landscapes. The market is projected to grow at a CAGR of 4.2% from 2025 to 2033, reaching an anticipated value of USD 218.1 billion by 2033. This steady growth is being driven by a blend of technological advancements, the proliferation of addressable and programmatic TV solutions, and sustained advertiser trust in televisionÂ’s reach and impact.

One of the core growth factors for the television advertising market is the enduring power of TV to deliver mass reach and brand-building capabilities. Despite the rise of digital channels, television continues to command a significant share of advertising budgets, particularly for large-scale campaigns and brand launches. The ability to reach millions of viewers simultaneously during live events, such as sports broadcasts or award shows, remains unparalleled. Additionally, the integration of advanced analytics and audience measurement tools has enhanced the ability of advertisers to assess return on investment, thus reinforcing TVÂ’s position as a preferred medium for both global and local brands. The market is further buoyed by innovations like addressable TV, which allows advertisers to target specific audience segments, thereby increasing the relevance and effectiveness of their campaigns.

Another significant driver is the convergence of traditional and digital media, which has given rise to hybrid advertising models. The adoption of programmatic TV advertising, which leverages data-driven automation for buying and placing ads, is transforming the television advertising landscape. This approach not only improves targeting precision but also optimizes media spend and campaign performance. As more broadcasters and advertisers embrace cloud-based solutions and advanced data analytics, the television advertising market is witnessing increased efficiency, transparency, and agility. The integration of interactive elements and second-screen engagement is also enhancing viewer experiences, making TV advertising more dynamic and measurable than ever before.

The expansion of connected TV (CTV) and Internet Protocol TV (IPTV) platforms is further catalyzing market growth. With the rapid proliferation of smart TVs and streaming devices, advertisers are finding new opportunities to engage audiences through digital television formats. These platforms offer granular targeting, real-time analytics, and interactive ad formats, enabling brands to deliver personalized messages at scale. Moreover, as consumers increasingly shift towards on-demand content consumption, advertisers are adapting their strategies to capture attention across both linear and non-linear TV environments. This transition is fostering a more holistic and integrated approach to television advertising, blending the strengths of traditional and digital channels.

From a regional perspective, North America continues to lead the global television advertising market, driven by high ad spend, a mature media ecosystem, and early adoption of advanced advertising technologies. Europe follows closely, with strong investments in addressable and programmatic TV solutions. The Asia Pacific region is emerging as a high-growth market, fueled by rising disposable incomes, urbanization, and expanding television penetration in countries such as China and India. Latin America and the Middle East & Africa are also witnessing steady growth, supported by increasing investments in media infrastructure and a growing appetite for premium content. Each region presents unique opportunities and challenges, shaped by local consumer preferences, regulatory environments, and technological adoption rates.

Addressable TV Advertising is revolutionizing the way brands connect with their audiences by offering unprecedented levels of precision and personalization. Unlike traditional TV advertising, which broadcasts a single message to a wide audience, addressable TV allows advertisers to tailor their messages to specific households based on a variety of data points. This capability not only enhances the relevance of the ads but also improves the overall viewer experience by delivering content that aligns with i

The global television advertising market, encompassing traditional TV commercials and evolving digital formats, is a dynamic landscape experiencing significant transformation. While precise figures are unavailable, a reasonable estimation based on industry reports and the provided timeframe (2019-2033) suggests a substantial market size, potentially exceeding $200 billion in 2025. The market's Compound Annual Growth Rate (CAGR) likely fluctuates across segments and regions, influenced by factors like streaming adoption, digital ad spending shifts, and economic conditions. Drivers include the continued reach of television, particularly among older demographics, targeted advertising opportunities made possible through data analytics, and the integration of television advertising with digital platforms. Key trends involve the rise of connected TV (CTV) advertising, programmatic buying, and addressable TV, enabling more precise targeting and measurement. Conversely, the market faces restraints such as cord-cutting, the increasing popularity of streaming services that offer ad-free options, and the fragmentation of viewership across numerous channels. The segmentation by advertising type (AD Hoc Broadcast, Ordinary Advertising, etc.) and application (Retail, Car, etc.) highlights the diverse nature of this market. Major players like Comcast, Disney, and global advertising agencies are heavily involved, competing for market share through technological advancements and strategic partnerships. Regional variations exist, with North America and Europe historically holding substantial market share. However, the Asia-Pacific region, driven by increasing disposable incomes and media consumption, is expected to witness rapid growth in the coming years. The television advertising industry's future depends on its ability to adapt to the changing media landscape. Success will hinge on leveraging data-driven insights to deliver targeted campaigns across both traditional and digital platforms, focusing on innovative formats that resonate with viewers. Strategic partnerships between broadcasters, ad agencies, and streaming services will be crucial in navigating the complexities of this evolving market. Companies that successfully integrate their television advertising strategies with digital initiatives and embrace technological advancements will likely experience significant growth and maintain a competitive edge. The focus will increasingly be on performance-based advertising, requiring transparent measurement and attribution models to demonstrate ROI to clients.

OAN provides audience data. We deliver millions of users’ profiles grouped into IAB-compliant segments.

CTV

In 2024, connected TV (CTV) advertising spending in Spain amounted to ***** million euros. In 2024, CTV ad spending in Spain increased by **** percent compared to the value reported in the previous year.

The TV advertising software market, currently valued at $425 million in 2025, is projected to experience robust growth, exhibiting a compound annual growth rate (CAGR) of 9.6% from 2025 to 2033. This expansion is fueled by several key drivers. The increasing adoption of programmatic advertising and the demand for data-driven, targeted campaigns are significantly impacting the market. Furthermore, the growing need for improved efficiency and measurement within television advertising is leading to a surge in software solutions designed to optimize campaign performance, automate workflows, and provide granular analytics. The shift towards connected TV (CTV) and streaming platforms is another substantial contributor, requiring specialized software to effectively reach audiences on these increasingly popular channels. Competitive pressures are also driving innovation, with established players and new entrants alike investing in advanced features like AI-powered campaign optimization and cross-platform targeting capabilities. While potential restraints could include the complexity of integrating with diverse television platforms and the need for specialized technical expertise, the overall market trajectory suggests significant growth potential. The market is segmented by functionalities such as campaign management, audience targeting, reporting and analytics, and integration with other marketing technologies. This segmentation caters to the varying needs of agencies, broadcasters, and advertisers of different sizes and scopes. Key players like Innowise Group, Perfsol, Sunrise Integration, and others are actively shaping the market landscape through continuous product development, strategic partnerships, and mergers & acquisitions. Geographic growth is expected to be fairly evenly distributed initially, with North America and Europe likely maintaining larger market shares due to their advanced advertising ecosystems, however, Asia-Pacific is poised for significant future growth as its digital landscape matures. The forecast period (2025-2033) represents a critical window of opportunity for companies to capture market share and leverage emerging technological advancements within the ever-evolving television advertising ecosystem.

The Connected TV (CTV) Ads Solutions market has emerged as a pivotal segment of the advertising industry, transforming the way brands reach their audiences in the age of digital streaming. With more households adopting Smart TVs and streaming devices, advertisers are increasingly leveraging CTV to engage viewers thr

Television Advertising (TV Commercial) Market Outlook

The global television advertising (TV commercial) market size was valued at approximately USD 70 billion in 2023 and is anticipated to reach USD 90 billion by 2032, growing at a CAGR of 2.8% during the forecast period. This growth is driven by the continuous evolution of television technology and the increasing integration of digital and traditional advertising strategies.

One of the significant growth factors for the television advertising market is the enduring appeal of television as a medium for reaching large audiences. Despite the rise of digital platforms, TV continues to be a dominant source of entertainment and information for many households globally. This wide reach ensures that TV advertising remains a crucial part of comprehensive marketing strategies for brands across various industries. Additionally, advancements in technology, such as the development of addressable TV, allow for more targeted advertising, improving the effectiveness and ROI of TV ad campaigns.

Another key factor propelling the growth of the TV advertising market is the increasing investment in high-quality content production. Networks and streaming services are investing heavily in original programming to attract and retain viewers. High-quality content not only attracts large audiences but also provides a premium environment for advertisers. The proliferation of connected TVs and smart TVs has also opened new avenues for advertisers to engage with audiences through interactive and personalized ads, driving further growth in the market.

The integration of data analytics in television advertising is also a critical growth driver. Data analytics allows advertisers to measure the effectiveness of their campaigns more accurately, tailor their messaging to specific audience segments, and optimize their ad spend. The ability to track viewer behavior and preferences in real-time enables more precise targeting and personalization, making TV advertising more efficient and impactful. This convergence of data and television is creating new opportunities for innovation in ad formats and delivery methods.

In recent years, Context Advertising has emerged as a pivotal strategy in the television advertising landscape. This approach involves delivering advertisements that are relevant to the content being viewed, thereby enhancing viewer engagement and ad recall. By aligning ads with the context of the program, advertisers can create a more seamless viewing experience, which can lead to higher conversion rates. The integration of context advertising is particularly effective in connected and smart TVs, where data analytics can be used to match ads with viewer preferences and behaviors. As television continues to evolve with digital integration, context advertising is set to play a crucial role in optimizing ad effectiveness and audience targeting.

Regionally, North America continues to dominate the television advertising market, driven by high ad spend and advanced infrastructure. However, significant growth is also projected in the Asia Pacific region, where increasing disposable incomes and expanding middle-class populations are driving higher TV viewership and ad spending. Emerging markets in Latin America and the Middle East & Africa are also expected to contribute to the market growth, supported by expanding television penetration and a growing interest in digital and addressable TV advertising.

Type Analysis

The television advertising market can be segmented by type into traditional TV, connected TV, and addressable TV. Traditional TV advertising remains the largest segment, owing to its broad reach and established audience base. Despite the growth of digital media, traditional TV ads continue to attract significant ad spend from major brands, particularly for events with high viewership such as sports and live shows. However, the traditional TV segment faces challenges from the increasing consumer shift towards digital platforms and on-demand content, which calls for innovation in ad formats and integration with digital efforts.

Connected TV (CTV) advertising is one of the fastest-growing segments in the television advertising market. The proliferation of smart TVs and streaming devices has transformed how viewers consume content, providing advertisers with new opportunities to reach audiences. CTV allows for interactive and personalized ad experiences, which are more e

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The streaming TV advertising market is experiencing robust growth, fueled by the increasing popularity of streaming platforms and a corresponding shift in viewer habits away from traditional television. This burgeoning sector is projected to reach a substantial market size, with a Compound Annual Growth Rate (CAGR) reflecting significant expansion over the forecast period. While precise figures for market size and CAGR are not provided, a reasonable estimation, based on industry reports indicating strong growth in connected TV advertising, suggests a market size exceeding $50 billion by 2025 and a CAGR of around 15% from 2025-2033. This growth is driven by factors such as the increasing availability of targeted advertising options, the rise of addressable TV advertising, and the improved measurement capabilities for assessing ad effectiveness within streaming environments. Key segments contributing to this growth include in-stream ads, which benefit from seamless integration within streaming content, and pause video ads, which offer higher engagement potential due to the viewer's active interaction. The application segments, home-use and commercial-use TV, both play a vital role, reflecting the broad reach of streaming platforms. Geographic distribution indicates strong growth across North America and Europe, while emerging markets in Asia Pacific also represent significant untapped potential. Competitive landscape analysis reveals the presence of several major players, including established advertising agencies and specialized streaming advertising firms, actively vying for market share. These factors collectively contribute to the robust and dynamic nature of this market. The competitive landscape is dynamic, with major advertising agencies like McCann World Group, Omnicom Media Group (which includes agencies like Oglivy and TBWA), and Publicis Groupe (which includes agencies like Starcom) actively participating, alongside specialized firms catering to the unique demands of streaming TV advertising. The fragmentation of the streaming market, with numerous platforms competing for viewership, creates both opportunities and challenges for advertisers. Navigating the complexities of measurement, targeting, and ad inventory across diverse platforms is crucial for success. The continued evolution of technology, particularly in areas like programmatic advertising and data analytics, will further shape the market's trajectory. Regulations around data privacy and ad transparency are also factors influencing industry players' strategies and shaping the future landscape of streaming TV advertising.

The global TV advertising software development market is experiencing robust growth, projected to reach $271 million in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 10.2% from 2025 to 2033. This expansion is driven by several key factors. The increasing adoption of connected TVs (smart TVs) and streaming services fuels demand for sophisticated advertising solutions. Advertisers are seeking targeted campaigns, and precise audience measurement capabilities provided by advanced software are crucial. Furthermore, the shift towards programmatic advertising, enabling automation and optimization of ad buying, significantly contributes to market growth. The market is segmented by application (Android TV, Apple TV, Linux TV, and others) and deployment type (on-premises and cloud-based). Cloud-based solutions are gaining traction due to their scalability, cost-effectiveness, and ease of integration. The competitive landscape includes a mix of established players and emerging technology providers, each offering specialized solutions catering to different market segments and technical requirements. North America and Europe currently dominate the market, but Asia-Pacific is predicted to show significant growth in the coming years due to increasing internet penetration and the expanding smart TV market in regions like India and China. The continued growth hinges on several trends. Technological advancements, such as the development of more sophisticated ad formats (including interactive and personalized ads) and improved analytics dashboards, will drive further adoption. Furthermore, increasing regulatory scrutiny of data privacy and ad transparency will shape the market, pushing providers to adopt more ethical and compliant practices. However, challenges remain. High development and implementation costs, particularly for smaller companies, might act as a restraint, as would concerns regarding data security and the integration of new technologies into existing systems. Future growth will depend on addressing these challenges while capitalizing on emerging opportunities in areas such as addressable TV advertising and the integration of artificial intelligence and machine learning to optimize campaign performance.