Around ***** in 10 American consumers watch television or video content via connected TV, according to a September 2024 survey. Baby boomers were the most likely generation to use the device, with ** percent of them watching programming via CTVs.

A survey conducted in the United States in 2023 revealed that most CTV viewers were between the ages of 18 and 34 years, with nearly ********** of respondents using these devices on a daily basis. Meanwhile, ** percent of people aged over 55 years watched videos via connected TVs every day.

The Connected TV Market Report is Segmented by Device (Smart TV, Streaming Media Player, and More), Operating System (Android TV/Google TV, Tizen, Webos, and More), Screen Size (Up To 32 Inch, 33-45 Inch, 46-55 Inch, and More), Resolution (4K UHD, 8K, FHD and HD), Panel Technology (LED/Mini-LED, OLED, and QLED), Distribution Channel (Online, and Offline), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

The connected TV penetration rate in the United States rose to an all-time high in 2023, with ** percent of American households using internet-connected TV devices at least once a month. Since 2014, there has been consistent growth, and further increase is suggested for the upcoming years.

Connected TV Advertising Market Outlook

According to our latest research, the Connected TV Advertising market size reached USD 19.8 billion in 2024, reflecting the rapid adoption of digital streaming and the proliferation of smart devices worldwide. The market is experiencing robust momentum, registering a CAGR of 13.1% from 2025 to 2033. By the end of the forecast period, the Connected TV Advertising market is projected to attain a value of USD 52.4 billion by 2033. This impressive growth is driven by the convergence of television and digital advertising, shifting consumer viewing habits, and the increasing sophistication of ad targeting technologies.

One of the primary growth factors for the Connected TV Advertising market is the accelerated cord-cutting trend, as consumers move away from traditional cable and satellite TV subscriptions in favor of streaming services. This shift is creating a vast new audience for advertisers, who are eager to reach viewers on platforms such as Netflix, Hulu, Amazon Prime Video, and YouTube TV. The ability to deliver highly targeted, interactive, and measurable ads through Connected TV (CTV) platforms is transforming the advertising landscape, making it more efficient and effective than ever before. Advertisers are leveraging data-driven insights to optimize campaigns in real time, resulting in higher engagement rates and improved return on investment.

Another significant driver is the technological advancement in CTV devices and advertising platforms. The integration of artificial intelligence, machine learning, and advanced analytics is enabling precise audience segmentation and personalized ad delivery. These technologies empower brands to tailor their messages based on viewer preferences, demographics, and viewing behavior, leading to a more relevant and engaging advertising experience. Moreover, the rise of programmatic advertising in the CTV ecosystem is streamlining the buying and selling of ad inventory, reducing manual processes, and increasing transparency for both advertisers and publishers. This evolution is attracting a diverse range of advertisers, from global brands to local businesses, further fueling market growth.

Additionally, the expansion of high-speed internet infrastructure and the growing availability of affordable smart TVs and streaming devices are broadening the reach of CTV advertising. Emerging markets, particularly in Asia Pacific and Latin America, are witnessing a surge in CTV adoption as internet penetration rates climb and consumer incomes rise. This democratization of access is enabling advertisers to tap into previously underserved audiences, unlocking new revenue streams and driving global market expansion. The seamless integration of CTV ads across multiple devices and platforms is also enhancing campaign effectiveness, as advertisers can now deliver consistent messaging across the consumer journey.

Digital Video Advertising is becoming an integral part of the Connected TV ecosystem, offering advertisers a dynamic and engaging way to connect with audiences. As consumers increasingly turn to streaming platforms for their entertainment needs, digital video ads provide a seamless way to integrate brand messages into the viewing experience. These ads leverage high-quality visuals and sound to capture viewer attention, making them a powerful tool for storytelling and brand building. With the ability to target specific demographics and measure performance in real-time, digital video advertising is helping brands achieve greater reach and impact in the competitive media landscape.

From a regional perspective, North America continues to dominate the Connected TV Advertising market, accounting for the largest share of global revenues. The regionÂ’s mature digital ecosystem, high household adoption of smart TVs, and strong presence of leading streaming platforms make it a prime market for CTV advertising innovation. Europe follows closely, benefiting from widespread broadband connectivity and a rapidly evolving regulatory landscape that supports digital advertising growth. Meanwhile, Asia Pacific is emerging as the fastest-growing region, driven by a burgeoning middle class, increasing digital literacy, and aggressive investments in streaming infrastructure. Latin America and the Middle East & Africa are also showing promis

In 2022, 111 million households in the United States used connected TVs at least once per month. The forecast suggests that CTV consumption will further increase in the years to come, with 121 million U.S. households having CTVs, such as smart TVs, streaming devices, or gaming consoles, by 2027.

Connected TV Advertising Platform Market Outlook

According to our latest research, the global Connected TV (CTV) Advertising Platform market size reached USD 7.8 billion in 2024, reflecting the rapid adoption of advanced advertising technologies across digital streaming ecosystems. The market is projected to grow at a robust CAGR of 15.2% during the forecast period, reaching an estimated USD 24.2 billion by 2033. This significant growth is propelled by the surging consumption of over-the-top (OTT) content, the proliferation of smart TVs, and the ongoing shift in advertising budgets from traditional TV to digital and programmatic channels. As per our 2025 analysis, the CTV advertising sector is experiencing a paradigm shift, driven by evolving consumer viewing habits and the demand for personalized, measurable, and interactive advertising experiences.

One of the primary growth factors for the Connected TV Advertising Platform market is the exponential rise in streaming media consumption. With more households cutting the cord and opting for internet-enabled smart TVs and streaming devices, advertisers are increasingly targeting audiences through CTV platforms to maximize reach and engagement. The emergence of subscription-based and ad-supported streaming services has created a dynamic environment where advertisers can leverage advanced targeting, real-time analytics, and interactive ad formats. As traditional linear TV viewership declines, brands are reallocating their ad spend to CTV, attracted by the promise of granular audience segmentation and higher return on investment (ROI). The proliferation of connected devices, such as Roku, Amazon Fire TV, and Apple TV, further accelerates the adoption of CTV advertising platforms globally.

Another significant driver is the advancement in programmatic advertising technologies integrated within CTV platforms. Programmatic advertising enables automated, data-driven buying and placement of ads, allowing for real-time optimization and enhanced audience targeting. This shift towards automation not only reduces operational inefficiencies but also empowers advertisers to deliver personalized messages based on viewer behavior, demographics, and viewing context. The integration of artificial intelligence (AI) and machine learning algorithms within CTV platforms further enhances ad relevance, improves campaign performance, and provides actionable insights for marketers. As a result, both large enterprises and small to medium-sized businesses are embracing CTV advertising platforms to achieve scalable, measurable, and cost-effective advertising outcomes.

Privacy regulations and data-driven targeting capabilities are also influencing the growth trajectory of the Connected TV Advertising Platform market. With the phasing out of third-party cookies and increasing scrutiny on user privacy, CTV platforms are uniquely positioned to offer first-party data solutions and contextual targeting methodologies. This enables brands to maintain compliance while still delivering relevant and engaging ad experiences. The ability of CTV platforms to aggregate data from multiple sources, including streaming apps, smart TVs, and set-top boxes, provides advertisers with a holistic view of the audience journey. Consequently, the industry is witnessing a surge in partnerships between content providers, ad tech vendors, and data management platforms to deliver seamless, privacy-compliant advertising solutions.

From a regional perspective, North America continues to dominate the Connected TV Advertising Platform market, accounting for the largest share in 2024, followed by Europe and Asia Pacific. The United States, in particular, is at the forefront of CTV adoption, driven by a mature digital advertising ecosystem, high broadband penetration, and a tech-savvy consumer base. Europe is experiencing steady growth, fueled by the increasing popularity of streaming services and a favorable regulatory landscape. Meanwhile, Asia Pacific is emerging as a lucrative market, supported by rapid urbanization, rising disposable incomes, and the proliferation of smart devices. Latin America and the Middle East & Africa are also witnessing gradual uptake, albeit at a slower pace, as infrastructure and digital literacy continue to improve. These regional dynamics underscore the global appeal and transformative potential of CTV advertising platforms in reshaping the future of digital advertising.

The global Connected TV Market size is projected to grow from USD 83.69 billion in 2024 to USD 184.05 billion by 2034, with a CAGR surpassing 8.2% throughout the forecast period (2025-2034). Top industry players include Amazon, Apple, Google, Hisense Group, LG Electronics, Panasonic Corporation, Philips, Roku, Inc., Samsung Electronics, Sharp Corporation, Skyworth Group, Sony Corporation, TCL Technology, Vizio Inc., Xiaomi Corporation.

During a 2022 survey in the United States, it was found that ** percent of respondents n the age group of 18 to 34 years connected their TVs to the internet,followed by GenPop. The popularity of streaming services, especially as substitutes for cable TV connections, has propelled consumer interest in smart TVs.

Video Completion Rate: Higher on CTV compared to mobile or desktop CPM: Common pricing model for CTV CPCV: Cost per completed view for action-oriented buying CPA: Cost per action model to align spend with outcomes

Connected TV (CTV) is an abbreviation for "connected television," encompassing televisions that have the capability to connect to the internet. This enables users to access a diverse range of sources to stream shows, movies, and various video content on their CTVs.

VentiveIQ offers comprehensive viewership data for OTT/CTV, supplemented with IMDB metadata, Device Graph, and IP Addresses associated with households. This data is accessible for both the United States and select international countries. It is conveniently categorized to facilitate audience building and can be seamlessly integrated with additional data sets such as demographics, online behavior/intent data, and personally identifiable information (PII) for enhanced insights and analysis.

The global market for Video Services on Connected TV (CTV) is experiencing robust growth, driven by increasing internet penetration, the proliferation of smart TVs, and the rising popularity of streaming services. While precise figures for market size and CAGR are not provided, based on industry reports and the presence of major players like Netflix, Comcast, and YouTube, a reasonable estimate for the 2025 market size could be around $150 billion. A conservative Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033 seems plausible, considering the continued expansion of streaming platforms and the ongoing shift from traditional television. This growth is fueled by several key trends: the increasing adoption of affordable and high-speed internet, the development of more sophisticated CTV devices offering enhanced user experience (4K resolution, HDR, voice control), and the rise of original content from streaming giants. Furthermore, the bundling of streaming services with telecommunication packages is further accelerating market penetration. However, challenges remain, including content licensing costs, competition among streaming providers, and concerns about data privacy and security. The market segmentation will heavily influence future growth. The dominance of major players like Netflix and Hulu indicates a high level of competition. However, smaller niche players and specialized content providers are expected to emerge, catering to specific viewer demographics and interests. Regional variations also exist. North America and Europe currently represent significant markets, but rapid growth is expected in Asia-Pacific and Latin America as internet accessibility and disposable incomes increase. This necessitates targeted strategies from businesses looking to tap into these emerging markets. The forecast period of 2025-2033 presents significant opportunities for industry players to innovate and capitalize on the evolving landscape of CTV video services.

CTV Advertising Platform Market Outlook

According to our latest research, the CTV Advertising Platform market size reached USD 7.4 billion globally in 2024, driven by the rapid shift in consumer viewing habits toward streaming services and connected TV devices. The market is projected to grow at a robust CAGR of 18.2% between 2025 and 2033, reaching an estimated USD 35.2 billion by the end of the forecast period. This remarkable growth is fueled by increasing advertiser demand for data-driven targeting, rising CTV adoption across households, and the proliferation of advanced programmatic ad technologies that enhance campaign efficiency and effectiveness.

The primary growth factor shaping the CTV Advertising Platform market is the accelerated migration of audiences from traditional linear TV to digital streaming platforms. As more consumers embrace connected TV (CTV) devices such as smart TVs, streaming sticks, and gaming consoles, advertisers are following suit, reallocating budgets to capitalize on the high engagement and precise targeting offered by CTV environments. The shift is further amplified by the cord-cutting trend, with millions of households worldwide opting for over-the-top (OTT) content over cable or satellite subscriptions. This paradigm shift is compelling brands to invest in CTV advertising platforms that enable granular audience segmentation, real-time analytics, and cross-device attribution, thereby maximizing return on investment (ROI).

Another significant driver is the evolution of data-driven advertising capabilities. Modern CTV advertising platforms leverage artificial intelligence and machine learning algorithms to analyze vast datasets, enabling advertisers to deliver personalized ads based on user behavior, preferences, and demographics. This level of precision targeting not only enhances user experience but also boosts campaign performance, as ads are served to highly relevant audiences. Furthermore, the integration of analytics and reporting tools within these platforms empowers brands to track key performance indicators (KPIs), optimize campaigns in real time, and achieve measurable outcomes. As privacy regulations evolve, CTV platforms are also adapting by adopting privacy-compliant targeting methodologies, further strengthening advertiser confidence in this channel.

The expanding ecosystem of partnerships and collaborations among content providers, ad tech companies, and device manufacturers is also propelling market growth. Leading streaming services are increasingly opening their inventory to programmatic advertising, while CTV device makers are integrating ad-supported channels into their offerings. This convergence creates a fertile ground for innovation, with new ad formats, interactive experiences, and shoppable TV features emerging to engage audiences in novel ways. As these collaborative efforts mature, the CTV Advertising Platform market is expected to witness sustained innovation and diversification, attracting a broader spectrum of advertisers across industries.

Regionally, North America remains the dominant market, accounting for the largest share of global CTV ad spend, thanks to high internet penetration, widespread adoption of streaming devices, and the presence of major ad tech players. However, Asia Pacific is emerging as the fastest-growing region, fueled by rapid digitization, increasing smartphone and smart TV penetration, and a burgeoning middle-class population with rising disposable incomes. Europe is also witnessing significant growth, driven by regulatory support for digital advertising and strong demand from retail and media sectors. Latin America and the Middle East & Africa, while currently smaller in market size, are poised for accelerated growth as infrastructure improves and streaming services expand their reach.

Component Analysis

The CTV Advertising Platform market is segmented by component into software and services, each playing a pivotal role in the ecosystem's development. The software segment comprises the core technology platforms that enable campaign management, audience targeting, analytics, and inventory management. These platforms are increasingly leveraging cloud-native architectures, artificial intelligence, and machine learning to offer real-time bidding, automated optimization, and advanced reporting capabilities. As advertisers demand greater transparency, efficiency, and scalability, software vendors are continuously e

The Connected TV (CTV) market has rapidly evolved into a pivotal segment of the global entertainment and advertising landscape, enabling users to stream a diverse array of content directly to their television screens through internet connectivity. This integration of traditional TV with digital capabilities has tran

Connected TV Advertising Platform Market Outlook

According to our latest research, the global Connected TV Advertising Platform market size reached USD 9.1 billion in 2024, reflecting robust growth driven by the rapid adoption of streaming services and advanced digital advertising technologies. The market is projected to expand at a strong CAGR of 18.6% during the forecast period, leading to a forecasted market size of USD 44.2 billion by 2033. Key growth factors include increasing consumer migration from linear TV to over-the-top (OTT) platforms, the proliferation of smart devices, and the demand for targeted, data-driven advertising solutions.

The growth of the Connected TV Advertising Platform market is primarily fueled by the paradigm shift in consumer viewing habits. Traditional linear television is steadily losing ground to digital streaming platforms, where viewers have greater control over content consumption. This shift has encouraged advertisers to follow audiences to connected TV environments, where they can leverage advanced targeting and measurement capabilities. The integration of programmatic advertising within connected TV has further enhanced the efficiency and effectiveness of campaigns, allowing advertisers to reach highly segmented audiences with personalized messages. Additionally, the increasing penetration of high-speed internet and affordable smart TVs in both developed and emerging markets has accelerated the adoption of connected TV, providing a fertile ground for advertising platforms to thrive.

Another significant growth factor is the evolution of data analytics and artificial intelligence (AI) within the connected TV ecosystem. These technologies enable advertisers to gain deeper insights into viewer behavior and preferences, facilitating the delivery of relevant and engaging ads. The ability to measure campaign performance in real-time and optimize ad placements based on granular audience data has made connected TV advertising highly attractive to brands across industries. Furthermore, the growing availability of premium video content on streaming services, coupled with the rise of ad-supported video-on-demand (AVOD) models, has created ample inventory for advertisers. This has led to increased investments by both global and regional brands in connected TV advertising platforms, further propelling market expansion.

The competitive landscape of the Connected TV Advertising Platform market is also a key driver of growth. Major technology companies, media conglomerates, and innovative startups are continually developing new features and integrations to enhance platform capabilities. Strategic partnerships between content providers, device manufacturers, and advertising technology firms are fostering an ecosystem that supports seamless ad delivery and measurement across devices. This collaborative environment is resulting in the rapid rollout of new functionalities, such as dynamic ad insertion and cross-device attribution, which are attracting more advertisers to connected TV platforms. As the market matures, ongoing innovation and investment are expected to further enhance the value proposition of connected TV advertising for all stakeholders.

From a regional perspective, North America currently dominates the Connected TV Advertising Platform market, accounting for the largest share due to high digital adoption rates and a mature advertising industry. However, Asia Pacific is emerging as the fastest-growing region, driven by a large and increasingly connected population, rapid urbanization, and rising disposable incomes. Europe also holds a significant share, benefiting from strong broadband infrastructure and a growing appetite for digital content. Latin America and the Middle East & Africa, while currently smaller markets, are expected to witness accelerated growth as internet penetration and smart device adoption continue to rise. As regional dynamics evolve, global players are tailoring their strategies to capture opportunities in both established and emerging markets.

Component Analysis

The Component segment of the Connected TV Advertising Platform market is bifurcated into Platform and Services. The platform sub-segment encompasses the core software infrastructure that enables the buying, selling, and management of connected TV ad inventory. These platforms are designed with sophisticated algorithms for audience targeting, real-time bidding, dynamic ad insertion, and campaign an

According to a survey conducted in February 2020, ** percent of connected television viewers in the United States were white. Just *** percent of connected TV users were African American/Black, and ***** percent were Asian.

Addressable TV Advertising Market Outlook

According to our latest research, the global Addressable TV Advertising market size reached USD 4.9 billion in 2024, demonstrating robust momentum driven by the proliferation of digital television technologies and evolving consumer viewing behaviors. The market is forecasted to grow at a CAGR of 13.2% from 2025 to 2033, reaching a projected value of USD 15.2 billion by 2033. This dynamic growth is primarily attributed to the increasing adoption of data-driven advertising strategies, the expansion of connected TV households, and the rising demand for personalized ad experiences across various platforms.

One of the most significant growth factors propelling the Addressable TV Advertising market is the shift in consumer viewing habits from traditional linear television to digital and on-demand platforms. As audiences become more fragmented and diverse in their content consumption, advertisers are seeking advanced targeting capabilities to maximize the relevance and effectiveness of their campaigns. Addressable TV advertising enables brands to deliver tailored messages to specific audience segments based on demographic, behavioral, and geographic data, resulting in higher engagement rates and improved ROI. The integration of advanced analytics and artificial intelligence further enhances the precision and scalability of addressable advertising, allowing marketers to optimize campaigns in real-time and achieve measurable results.

Another critical driver of market growth is the rapid expansion of connected TV devices and smart televisions, which provide a robust infrastructure for addressable advertising. The proliferation of high-speed internet and the widespread adoption of over-the-top (OTT) platforms have created new opportunities for advertisers to reach consumers across multiple screens and devices. This convergence of traditional broadcast and digital media is fostering a more dynamic and interactive advertising ecosystem, where brands can leverage rich data insights to create personalized and immersive ad experiences. As a result, broadcasters, content providers, and technology vendors are investing heavily in addressable TV solutions to capture a larger share of the growing digital advertising market.

The evolving regulatory landscape and increasing focus on consumer privacy are also shaping the future of the Addressable TV Advertising market. While the use of data for targeted advertising offers significant benefits, it also raises concerns regarding data security and user consent. Industry stakeholders are responding by implementing robust privacy frameworks and adopting transparent data practices to build trust with consumers and comply with global data protection regulations. The ongoing collaboration between advertisers, broadcasters, and technology providers is essential to ensure the responsible and ethical use of data in addressable TV advertising, thereby sustaining long-term market growth and innovation.

Connected TV Advertising is rapidly becoming a cornerstone of the addressable TV advertising landscape. As more households integrate smart TVs and streaming devices into their daily routines, advertisers are presented with unprecedented opportunities to reach viewers in a more personalized manner. This shift is not only reshaping traditional advertising models but also encouraging brands to rethink their strategies to capitalize on the unique capabilities of connected TV platforms. By leveraging the interactivity and data-rich environments of connected TVs, advertisers can craft more engaging and relevant ad experiences that resonate with viewers on a deeper level. The convergence of digital and traditional media through connected TV advertising is paving the way for more dynamic and effective marketing campaigns, ultimately driving higher engagement and better returns on investment.

From a regional perspective, North America continues to lead the Addressable TV Advertising market, accounting for the largest share of global revenues in 2024. The region's advanced digital infrastructure, high penetration of connected TV devices, and strong presence of leading technology vendors and media companies have positioned it at the forefront of addressable advertising innovation. Europe and Asia Pacific are also witnessing significant growth, driven by the increasing ad

CTV Advertising Platform Market Outlook

According to our latest research, the global CTV Advertising Platform market size reached USD 7.8 billion in 2024, reflecting robust momentum in digital advertising spend. The market is expected to accelerate at a CAGR of 16.2% from 2025 to 2033, positioning it to achieve a forecasted value of USD 31.7 billion by 2033. This dynamic growth is fueled by the increasing proliferation of connected TV devices and the rapid shift of advertisers from traditional linear TV to digital, data-driven platforms, as brands seek greater targeting precision and measurable outcomes.

One of the primary growth drivers for the CTV Advertising Platform market is the accelerating adoption of smart TVs and streaming devices among global consumers. As audiences migrate from traditional cable and satellite television to over-the-top (OTT) and streaming platforms, advertisers are compelled to follow, seeking out the rich targeting and interactive capabilities that CTV platforms offer. The integration of advanced analytics and real-time bidding within CTV advertising enables brands to deliver personalized content to segmented audiences, maximizing engagement and return on investment. Moreover, the rise in cord-cutting trends, especially among younger demographics, is pushing advertisers to reallocate budgets towards CTV, further stimulating market expansion.

Another significant growth factor is the evolving sophistication of programmatic advertising technologies within the CTV ecosystem. Programmatic capabilities allow for automated, data-driven ad placements, optimizing campaigns in real time and reducing manual intervention. This not only enhances efficiency for media buyers but also ensures that ads are served to the most relevant viewers at optimal times. As a result, both advertisers and publishers benefit from improved campaign performance and higher fill rates. The ongoing advancements in artificial intelligence and machine learning are further enhancing the predictive and targeting capabilities of CTV advertising platforms, making them an increasingly attractive option for brands seeking measurable and scalable outcomes.

As the landscape of digital advertising continues to evolve, CTV Audience Measurement has become a pivotal component in understanding viewer engagement and campaign effectiveness. This measurement is crucial for advertisers aiming to optimize their strategies and ensure their content reaches the intended audience. By leveraging advanced analytics and data from connected TV devices, brands can gain insights into viewer behavior, such as viewing patterns and content preferences. This data-driven approach not only enhances targeting precision but also helps in crafting more personalized and impactful advertising experiences. As the demand for transparency and accountability in advertising grows, CTV Audience Measurement stands out as a key enabler, providing the metrics needed to justify ad spend and refine marketing strategies.

Regulatory shifts and industry standards are also contributing to the marketÂ’s expansion. As privacy regulations such as GDPR and CCPA reshape the digital advertising landscape, CTV platforms are emerging as compliant alternatives that balance user privacy with effective audience targeting. The adoption of first-party data strategies and contextual targeting is becoming more prevalent, enabling advertisers to reach high-value audiences without relying heavily on third-party cookies. This regulatory environment, while challenging, is prompting innovation within the CTV advertising platform market, driving the development of privacy-centric solutions that maintain campaign effectiveness.

From a regional perspective, North America continues to dominate the CTV Advertising Platform market due to its advanced digital infrastructure, high smart TV penetration, and mature advertising ecosystem. However, the Asia Pacific region is rapidly catching up, buoyed by increasing internet connectivity, rising disposable incomes, and a burgeoning middle class eager to consume streaming content. Europe also presents significant growth opportunities, particularly in markets such as the United Kingdom, Germany, and France, where digital transformation initiatives are accelerating. Meanwhile, Latin America and the Middle East & Africa are witnessing gradual adoption, suppor

The Connected TV (CTV) Advertising Services market has rapidly evolved into a significant segment of the advertising industry, capitalizing on the increasing prevalence of smart TVs and streaming services. As consumers shift their viewing habits from traditional television to internet-enabled platforms, advertisers