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.

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).

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.

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.

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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There are two main areas where you can use our data: • marketers - targeting online campaigns With our high-quality audience data, you can easily reach specific audiences across the world in programmatic campaigns. Show them personalized ads adjusted to their specific profiles. • ad tech companies - enriching 1st party data or using our raw data by your own data science team

Connected TV Market Outlook

In 2023, the global connected TV market size was valued at approximately USD 12.5 billion, and it is projected to reach USD 44.7 billion by 2032, growing at a robust compound annual growth rate (CAGR) of 15.0% during the forecast period. This remarkable growth is driven by the rising consumer demand for high-quality streaming content, expanding internet penetration, and advancements in digital technology. With consumers seeking seamless entertainment experiences, connected TVs have become an integral part of modern households, offering an array of streaming services and interactive features that cater to both residential and commercial applications.

The primary growth factor for the connected TV market is the increasing consumer preference for on-demand content. As streaming platforms continue to offer a wide variety of content, including original series, movies, and live sports, the demand for connected TVs has surged. These devices provide users with a superior viewing experience, featuring capabilities such as 4K and 8K resolution, voice control, and personalized recommendations. The shift from traditional cable and satellite television to streaming services is also a significant driver, as consumers seek more flexibility and control over their viewing choices. Additionally, the integration of artificial intelligence and machine learning in connected TVs enhances user interaction and content discovery, further fueling market growth.

Another notable growth factor is the rapid technological advancements in display technology. As consumers increasingly demand better picture quality and larger screens, manufacturers are investing heavily in research and development to offer cutting-edge products. The introduction of OLED and QLED displays has revolutionized the market, providing viewers with vivid colors, deeper blacks, and higher contrast ratios. These advancements have not only improved the visual appeal of connected TVs but have also expanded their applications in commercial environments such as digital signage and advertising. As businesses recognize the potential of connected TVs for engaging customers, the commercial segment of the market is expected to witness substantial growth.

The proliferation of high-speed internet and the growing penetration of smart home devices are also significant contributors to the market's expansion. As internet infrastructure improves globally, more consumers can access high-quality streaming content without buffering or interruptions. Moreover, the integration of connected TVs with other smart home devices, such as smart speakers and home automation systems, enhances the overall entertainment experience. This interconnected ecosystem allows users to control their TVs via voice commands and access a wide range of applications and services, making connected TVs an essential component of the modern smart home.

The rise of Smart TVs has significantly transformed the landscape of home entertainment, offering consumers a more integrated and interactive viewing experience. These devices are not just about watching traditional television broadcasts; they have become multifunctional hubs that connect users to a plethora of online content and services. With Smart TVs, users can easily stream their favorite shows, access social media platforms, and even control other smart home devices, all from the comfort of their living room. This seamless integration of technology into everyday life has made Smart TVs an essential component of modern households, catering to the evolving demands of tech-savvy consumers.

Regionally, the connected TV market is witnessing diverse growth patterns. North America remains a significant market, driven by a tech-savvy population, early adoption of new technologies, and the presence of major streaming service providers. In Europe, the market is bolstered by strong internet infrastructure and a growing demand for on-demand content. The Asia Pacific region is anticipated to experience the highest growth rate, attributed to the increasing disposable income, rapid urbanization, and expanding middle-class population. As more consumers in emerging economies gain access to affordable internet and smart devices, the demand for connected TVs is expected to surge, making the Asia Pacific region a focal point for market expansion.

Device Type Analysis

The connected TV market is segmented into several device types, including Smart TVs, Gaming Consoles, and Streaming Devices. Sm

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.

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.

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.

Introduction

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The global Connected TV (CTV) Ads Solutions market is projected to reach $82.4 billion by 2033, exhibiting a CAGR of 13.2% from 2025 to 2033. The increasing adoption of CTV devices, such as smart TVs and streaming sticks, is primarily driving the market growth. CTV ads offer targeted advertising opportunities, personalized content, and enhanced viewer engagement, leading to higher conversion rates. Moreover, the proliferation of streaming services, such as Netflix, Hulu, and Amazon Prime Video, is further fueling the demand for CTV ads. The market is segmented by application (home-use TV and commercial-use TV), type (in-stream ads, pause video ads, power on/off ads, and others), and region (North America, South America, Europe, Middle East & Africa, and Asia Pacific). North America is the largest regional market, owing to the high penetration of CTV devices and the presence of major streaming services. Asia Pacific is projected to witness the fastest growth due to the rapidly growing middle-class population and increasing urbanization. Leading players in the market include McCann World Group, TERAN TBWA, OGILVY, FCB Mexico, Ganem Group, VMLY&R, ANóNIMO, Vale Network, 1N PRIMER NIVEL Group, and Alquimia.

The US Smart TV Market report segments the industry into By Screen Size (Diagonal) (Up to 45 Inches, 45-55 Inches, 55 Inches and above), By Resolution Type (4K and above UHD TV, Full HD TV, HDTV), By Panel Type (LCD/LED, OLED, QLED), By Pricing Range (Under USD 1,000, USD 1,000 to USD 2,000, USD 2,000 to USD 3,000, USD 3,000 and Above), By Operating Segment (Android, Tizen, WebOS, Roku, Other Operating Systems).

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.

The Connected TV (CTV) advertising solutions market is experiencing robust growth, driven by the increasing adoption of streaming services and smart TVs. The market size in 2025 is estimated at $25 billion, exhibiting a Compound Annual Growth Rate (CAGR) of 18% from 2025 to 2033. This significant expansion is fueled by several key factors. Firstly, the cord-cutting phenomenon continues to accelerate, with consumers increasingly shifting from traditional cable television to streaming platforms, creating a large and engaged audience for CTV ads. Secondly, the advanced targeting capabilities of CTV advertising allow advertisers to reach specific demographics and interests with greater precision than traditional methods, resulting in higher return on investment (ROI). Furthermore, the rise of programmatic advertising is streamlining the buying and selling of CTV ad inventory, making the market more efficient and accessible to a wider range of advertisers. The various ad formats, including in-stream, pause video, and power on/off ads, cater to diverse advertising needs and viewer preferences, enhancing the overall market appeal. Home-use TV continues to dominate the application segment, though commercial use is showing promising growth. Key players like McCann World Group, Omnicom Media Group (including agencies like Oglivy and TBWA), Publicis Groupe (including agencies like Starcom and Zenith), and Interpublic (including agencies like McCann Erickson and FCB) are actively shaping the market landscape through their strategic investments and innovative solutions. However, challenges remain, such as ad fraud and measurement inconsistencies, which the industry is actively addressing. The market segmentation by ad type and application provides valuable insights into specific growth opportunities and allows for tailored advertising strategies. The geographic distribution, encompassing North America, Europe, Asia Pacific, and other regions, indicates a globalized market with significant growth potential across diverse markets. The forecast period of 2025-2033 projects continued expansion, driven by technological advancements, increasing consumer engagement with streaming platforms, and the ongoing development of more sophisticated advertising techniques.

A survey from the first half of 2022 in the U.S. found that baby boomers were the generation that watched linear TV most, with a share of ** percent of the total linear TV consumption time. In comparison, both millennials and baby boomers spent the most time watching content on connected TV devices.

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

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.

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.

CTV Audience Measurement Market Outlook

According to our latest research, the global CTV Audience Measurement market size reached USD 2.42 billion in 2024, driven by the rapid proliferation of connected TV devices and the shifting dynamics of digital advertising. The market is projected to expand at a robust CAGR of 13.7% from 2025 to 2033, reaching an anticipated value of USD 7.45 billion by 2033. This remarkable growth is fueled by increasing demand for accurate, real-time audience insights and the rising adoption of advanced analytics tools by advertisers, broadcasters, and media agencies worldwide.

The growth of the CTV Audience Measurement market is fundamentally propelled by the ongoing digital transformation in media and entertainment. As content consumption continues to migrate from traditional linear TV to connected TV platforms, the necessity for precise audience measurement tools has become paramount. Advertisers and broadcasters are seeking granular insights into viewer behavior, demographics, and engagement patterns to optimize their campaigns and content strategies. The surge in programmatic advertising on CTV platforms further amplifies the need for robust measurement solutions that can deliver real-time, actionable data. Additionally, the proliferation of smart TVs and streaming devices has led to a fragmented viewing landscape, intensifying the demand for cross-platform measurement capabilities that can unify data across multiple screens and devices.

Another significant growth factor is the evolving regulatory environment and the increasing emphasis on privacy-compliant data collection. As privacy regulations such as GDPR and CCPA become more stringent, CTV audience measurement providers are innovating to deliver solutions that prioritize user consent and data security. This shift is fostering trust among end-users and empowering advertisers to leverage anonymized, aggregated data without compromising compliance. Furthermore, technological advancements such as artificial intelligence, machine learning, and big data analytics are revolutionizing the measurement landscape, enabling more accurate attribution, predictive modeling, and audience segmentation. These innovations are enhancing the value proposition of CTV audience measurement platforms, attracting investments from both established players and new entrants.

Strategic partnerships and collaborations are also playing a crucial role in market expansion. Leading CTV platforms, data providers, and measurement companies are joining forces to create unified standards and interoperable solutions. This collaborative approach is addressing long-standing challenges related to data fragmentation and measurement discrepancies, paving the way for a more transparent and accountable advertising ecosystem. As a result, advertisers are increasingly confident in allocating larger budgets to CTV channels, further accelerating market growth. The rising popularity of ad-supported streaming services (AVOD) is also contributing to the surge in demand for sophisticated audience measurement tools that can accurately capture ad exposure and engagement across diverse viewer segments.

From a regional perspective, North America remains the dominant market for CTV audience measurement, accounting for the largest share in 2024. This leadership position is attributed to the high penetration of connected TV devices, mature digital advertising infrastructure, and the presence of leading measurement technology providers. However, Asia Pacific is emerging as the fastest-growing region, driven by rapid urbanization, increasing internet penetration, and the growing adoption of smart TVs and streaming platforms. Europe follows closely, benefiting from a strong emphasis on data privacy and the adoption of cross-platform measurement standards. Latin America and the Middle East & Africa are also witnessing steady growth, supported by expanding digital ecosystems and rising investments in media technology.

Component Analysis

The CTV Audience Measurement market is segmented by component into software and services, each playing a pivotal role in the ecosystem. Software solutions form the backbone of the industry, providing the core capabilities for real-time data collection, processing, and analysis. These platforms are designed to integrate seamlessly with various CTV devices and streaming services, enabling advertisers and broadcasters to capture granular insights into viewer behavior, cont