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.

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).

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.

In 2023, connected TV (CTV) advertising spending in the United States was expected to grow by **** percent, to reach an expenditure of ***** 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.

Connected TV Advertising Market Outlook

According to our latest research, the global Connected TV Advertising market size reached USD 18.6 billion in 2024, reflecting robust momentum across digital advertising channels. The market is set to grow at a remarkable CAGR of 13.2% from 2025 to 2033. By the end of 2033, the Connected TV Advertising market is forecasted to attain a value of USD 53.4 billion. This strong growth is primarily driven by the rapid proliferation of smart TVs, increasing internet penetration, and the shift in consumer viewing habits from traditional linear TV to on-demand streaming platforms. As per the latest research, advertisers are allocating a larger share of their budgets to Connected TV (CTV) due to its superior targeting capabilities and measurable ROI compared to traditional TV advertising.

The most significant growth factor for the Connected TV Advertising market is the accelerating adoption of streaming services and smart devices worldwide. As consumers increasingly cut the cord with traditional cable and satellite TV, streaming platforms such as Netflix, Hulu, Amazon Prime Video, and Disney+ have witnessed exponential subscriber growth. This shift has created a fertile ground for advertisers to reach audiences who are no longer accessible through conventional broadcast channels. Moreover, the integration of advanced data analytics and artificial intelligence into CTV platforms enables precise audience segmentation and personalized ad delivery, thereby enhancing campaign effectiveness and boosting advertiser confidence in this medium. These technological advancements are reshaping the advertising landscape, making Connected TV Advertising an indispensable part of omnichannel marketing strategies.

Another critical driver is the enhanced measurability and attribution capabilities offered by Connected TV Advertising. Traditional television advertising has long struggled with limited tracking and vague audience metrics, whereas CTV allows advertisers to leverage digital-like analytics, including real-time performance tracking, audience demographics, and engagement metrics. This data-driven approach provides advertisers with actionable insights, enabling them to optimize campaigns dynamically and achieve higher return on investment. The ability to retarget viewers across devices and platforms further amplifies the effectiveness of CTV campaigns, making it a preferred choice for brands aiming for holistic, cross-device engagement. The growing sophistication of programmatic advertising within the CTV ecosystem also fosters greater transparency, efficiency, and scalability for marketers.

The surge in Connected TV Advertising is also propelled by evolving consumer expectations and content consumption patterns. Modern viewers demand flexibility, interactivity, and relevance in their media experiences, prompting content providers and advertisers to innovate continuously. Interactive ad formats, such as shoppable ads and personalized video messages, are gaining traction, offering viewers a more engaging and seamless experience. Furthermore, the rise of ad-supported streaming services and free ad-supported TV (FAST) channels is expanding the available inventory for advertisers, democratizing access to premium audiences. As consumer privacy regulations tighten, CTV platforms are investing in privacy-compliant data solutions, ensuring that advertisers can continue to deliver targeted ads while respecting user consent and data protection norms.

Regionally, North America continues to dominate the Connected TV Advertising market, accounting for the largest share in 2024. This leadership is attributed to the high penetration of smart TVs, advanced digital infrastructure, and a mature advertising ecosystem. However, Asia Pacific is emerging as the fastest-growing region, fueled by rapid urbanization, expanding broadband connectivity, and the burgeoning popularity of local and international streaming platforms. Europe also exhibits substantial growth, driven by regulatory support for digital innovation and the increasing adoption of hybrid broadcast-broadband TV services. Latin America and the Middle East & Africa are gradually catching up, with rising investments in digital infrastructure and growing consumer appetite for on-demand content, signaling untapped opportunities for market players.

Component Analysis

The Connected TV Advertising market is segmented by component into Platform a

The Connected TV (CTV) advertising solutions market is experiencing robust growth, driven by the increasing adoption of streaming services and smart TVs, coupled with the expanding reach of targeted advertising. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching approximately $50 billion by 2033. Key drivers include the shift in consumer viewing habits away from traditional television towards streaming platforms, the increasing sophistication of CTV advertising targeting capabilities (allowing for highly personalized campaigns), and the availability of diverse ad formats like in-stream, pause video, and power-on/off ads, catering to various viewing experiences. Growth is further fueled by the expansion of CTV viewership across diverse demographics and geographical regions. The home-use TV segment currently dominates, but the commercial-use TV sector is showing significant potential, promising increased opportunities for advertisers to reach consumers in public spaces. While data privacy concerns and the fragmented nature of the CTV landscape pose challenges, the overall market outlook remains positive, with significant opportunities for both established advertising agencies (like McCann Worldgroup, Ogilvy, and WPP agencies) and emerging players. The competitive landscape is marked by a blend of global advertising giants and regional agencies. Established agencies leverage their existing client relationships and expertise to capture market share within this evolving media landscape. However, nimble, specialized firms are rapidly gaining traction due to their focused expertise in CTV advertising technologies and strategies. Regional variations in market maturity and consumer behavior influence adoption rates; North America currently holds a significant market share due to higher streaming penetration, but regions like Asia Pacific and Europe are demonstrating rapid growth, presenting lucrative opportunities for future expansion. The continued integration of advanced analytics and measurement tools will be crucial in enhancing transparency, accountability, and the overall effectiveness of CTV advertising campaigns, attracting further investment and fostering sustained market expansion.

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.

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 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.

The global Smart Connected TV market is experiencing robust growth, driven by increasing demand for high-definition displays, advanced features like streaming capabilities and voice assistants, and the proliferation of affordable high-speed internet access. The market size in 2025 is estimated at $118.62 billion (assuming the "million" value unit refers to millions of dollars). Considering the provided historical period (2019-2024) and the forecast period (2025-2033), a reasonable assumption for the Compound Annual Growth Rate (CAGR) is 7%, reflecting a balance between continued innovation and potential market saturation in mature regions. This growth is fueled by several key factors: the ongoing shift from traditional cable television to streaming services, the increasing affordability of smart TVs, and continuous improvements in display technology (e.g., higher resolutions like 4K and 8K, better HDR performance). Key players like Samsung, LG, TCL, and Hisense are driving innovation and competition, leading to a diverse range of products catering to various price points and consumer needs. The market is segmented by screen size (32-inch, 40-inch, 42-inch, 55-inch, and 60-inch+), application (family and public), and geographic region. Asia-Pacific is expected to be a significant market driver due to its large population base and rising disposable incomes. The continued expansion of the smart TV market hinges on factors such as the affordability of high-speed internet access globally, evolving consumer preferences for entertainment, and the development of new display technologies and smart features. However, challenges remain, including potential supply chain disruptions and increasing competition, which might lead to fluctuations in market growth rate and pricing dynamics throughout the forecast period. Despite these challenges, the overall forecast for the Smart Connected TV market remains optimistic, suggesting considerable growth potential over the next decade. Continued innovation in areas such as Artificial Intelligence (AI) integration for personalized content recommendations and improved user interfaces will be critical for maintaining sustained market growth.

According to a survey from the last quarter of 2021, ** percent of respondents from United States watched television via a connected TV on a weekly basis. Nonetheless, this shows no difference from the share of consumers who said they did so in a previous survey held in 2020.

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 an analysis from October 2023, millennials with young children by far spent the most time in front of CTV devices in the U.S., with those recording an average viewing time of over seven hours per day. By contrast, other demographics watched less than half as much content on connected TV.

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

According to estimates, there were 125 million TV homes in the United States for the 2023-2024 TV season. Whilst the number of TV households continues to grow, pay TV is becoming less popular – the pay TV penetration rate in the U.S. was pegged at 64 percent in 2023, marking a drop of over 10 percentage points in just five years. The changing TV landscape The trend of consumers (especially younger generations) cutting the cord and instead moving online to streaming services has meant that many pay TV providers have struggled to keep afloat. In spite of this, television statistics show that watching terrestrial TV is still a popular media activity among U.S. consumers. Television has been a popular pastime for so long that it seems impossible the medium could ever die out – but its traditional form is certainly changing. The advent of 3D and smart TV technology, as well as connected TV devices, mean that the ways in which we watch television are changing all the time. User demographics A key factor when considering television consumption in the United States is how a consumer’s age affects their viewing habits and preferences. As of 2022, the average daily time spent watching TV among adults aged 75 years and older amounted to nearly five hours. 20 to 24-year-olds spent just around two hours per day consuming TV content. Moreover, the share of cable TV subscribers was higher among older adults, with half of consumers aged 65 years and older subscribing to a cable TV service, compared to 34 percent of 18 to 34-year-olds at the beginning of 2023.

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

TV Advertising Market Outlook

According to our latest research, the global TV advertising market size reached USD 158.2 billion in 2024, demonstrating its enduring significance within the broader advertising ecosystem. The market is expected to expand at a CAGR of 4.1% during the forecast period, projecting a value of USD 225.7 billion by 2033. This growth trajectory is fueled by persistent investments in innovative ad formats, data-driven targeting, and integration with digital platforms, which are collectively revitalizing traditional TV advertising in an era of media convergence.

A primary growth driver for the TV advertising market is the ongoing evolution of content consumption patterns. Despite the proliferation of digital streaming services, linear and multichannel TV continue to command large, engaged audiences, particularly for live events such as sports, award shows, and breaking news. Advertisers recognize the unique value of TV in delivering mass reach and brand-safe environments, prompting them to allocate substantial budgets to television campaigns. The integration of advanced analytics and addressable TV technologies has further enhanced the effectiveness of TV ads by enabling more precise audience segmentation and measurement, thus increasing return on investment for marketers.

Another significant factor contributing to the marketÂ’s growth is the convergence of traditional and digital advertising strategies. Brands are increasingly adopting omnichannel approaches that blend TV with online, social, and mobile campaigns. This synergy is facilitated by the rise of programmatic TV advertising, which leverages real-time data and automation to optimize ad placements and creative messaging. The ability to synchronize TV ads with digital touchpoints drives higher engagement and conversion rates, making TV a central pillar in integrated marketing strategies. Moreover, the expansion of connected TV (CTV) and over-the-top (OTT) platforms has opened new avenues for advertisers to reach cord-cutters and younger demographics who are less likely to engage with linear TV.

Technological advancements are also reshaping the TV advertising market. Innovations such as dynamic ad insertion, interactive ads, and shoppable TV experiences are enhancing viewer engagement and providing advertisers with actionable insights. The adoption of artificial intelligence and machine learning in campaign optimization is streamlining media buying processes and improving ad relevance. These developments are particularly beneficial for sectors such as retail, automotive, and FMCG, where timely, targeted messaging can drive immediate consumer action. As a result, TV advertising is evolving from a one-size-fits-all approach to a highly personalized and measurable medium, attracting both traditional and new-age advertisers.

Broadcasting & Cable TV continue to play a pivotal role in the TV advertising landscape, providing advertisers with access to extensive networks and diverse audiences. These traditional platforms have adapted to the digital age by incorporating advanced technologies such as addressable advertising and interactive content, enhancing their appeal to both advertisers and viewers. The enduring presence of Broadcasting & Cable TV ensures that advertisers can reach mass audiences with high-quality content, while also benefiting from the credibility and trust associated with established broadcasters. As the media landscape evolves, these platforms remain integral to comprehensive advertising strategies that blend traditional and digital approaches.

From a regional perspective, North America remains the largest market for TV advertising, owing to its mature media landscape, high ad spend, and early adoption of advanced advertising technologies. Europe follows closely, benefiting from strong public and commercial broadcasting networks. The Asia Pacific region, however, is emerging as the fastest-growing market, driven by rising consumer affluence, expanding TV penetration, and increasing investments in local content production. Latin America and the Middle East & Africa are also witnessing steady growth, supported by urbanization, digital transformation, and government initiatives to modernize broadcasting infrastructure. These regional dynamics underscore the global relevance and adaptability of

The US Smart TV Market Report is Segmented by Screen Size (Up To 45", 45-54", 55-64", 65-74", 75" & Above), Resolution Type (HDTV, Full HD, 4K UHD, 8K UHD), Panel Technology (LCD/LED, QLED, OLED, Mini-LED), Price Band (less Than USD 500, USD 500-999, and More), Operating System (Roku OS, Google/Android TV, and More), and Geography. The Market Forecasts are Provided in Terms of Volume (Units).

The TV advertising analytics market is experiencing robust growth, driven by the increasing demand for precise audience measurement and the shift towards data-driven advertising strategies. The convergence of traditional television with digital platforms, including streaming services and connected TVs (CTV), is fueling this expansion. Market players are leveraging advanced technologies like AI and machine learning to provide granular insights into viewer behavior, enabling more effective targeting and campaign optimization. This allows advertisers to understand viewership patterns, demographics, and engagement levels with unprecedented accuracy, leading to improved ROI and more efficient media spending. The market is segmented based on solutions (e.g., audience measurement, campaign optimization, and attribution), deployment (cloud-based, on-premises), and end-users (advertisers, broadcasters, and media agencies). The competitive landscape is characterized by a mix of established players, such as Nielsen and IBM, and agile tech companies like Realytics and Alphonso, each offering a unique suite of analytical tools and services. While data privacy concerns and the complexity of integrating disparate data sources pose challenges, the overall market outlook remains positive, with a projected strong Compound Annual Growth Rate (CAGR) leading to substantial market expansion over the coming years. The growth trajectory is influenced by several factors. Technological advancements continue to refine analytical capabilities, providing deeper insights into viewer preferences and behavior. The rise of streaming platforms and CTVs presents both opportunities and challenges, necessitating sophisticated analytics to measure viewership across diverse channels. Increased demand for accountability and transparency in advertising spend is driving the adoption of advanced analytics solutions. However, regulatory hurdles concerning data privacy and the integration of fragmented data from various sources remain potential obstacles. To maintain competitiveness, companies are actively investing in research and development, forging strategic partnerships, and expanding their geographical reach to capture a larger share of the rapidly evolving market. The robust growth is expected to continue, supported by industry innovations and the ongoing demand for effective television advertising strategies.

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