According to a survey held in February 2020, connected TV viewers mostly watched with their partners, with ** percent saying that they did so, compared to just ** percent who watched connected television with their parent or guardian. The study also found that just ** percent of connected television viewers never watched with a companion.

YouTube was the app American consumers spent the most time with on connected TV in the first quarter of 2024, with a share of ** percent of the total connected TV viewing time. That means that the ad-supported streaming service surpassed hybrid video-on-demand platform Netflix.

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

The Connected TV Market Report is Segmented by Device (Smart TV, and More), Operating System (Android TV/Google TV, Tizen, and More), Screen Size (Up To 32 Inch, and More), Resolution (4K UHD, 8K, and FHD and HD), Panel Technology (LED/Mini-LED, OLED, and QLED), Distribution Channel (Online, and Offline), End-Use (Residential, A Dn Commercial), 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.

Datasys CTV Viewership Analytics delivers deep insights into how audiences engage with TV shows and movies on Connected TV (CTV) platforms. By tracking viewership data for over 75,000 titles across millions of households worldwide, it helps content creators and advertisers make smarter decisions to boost engagement and optimize campaigns.

The platform combines data from both major and niche OTT services, providing a clear picture of regional viewing habits, audience preferences, and cultural trends. With comprehensive, global coverage, Datasys empowers you to understand what viewers want, and deliver it.

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.

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.

Introduction

Smart TV Statistics: A Smart TV is a television set that goes beyond. The traditional functionality of a standard TV by integrating internet connectivity and interactive features.

It allows users to access a wide range of online content, streaming services, apps, games, and other interactive services directly from their TV screen.

Smart TVs typically have built-in Wi-Fi or Ethernet connectivity. Enabling them to connect to the internet without the need for additional devices like streaming boxes or dongles.

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

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

CTV

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.

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.

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

According to Cognitive Market Research, the size of The Global Connected TV market will be USD 13.1 billion in 2023 and will grow at a CAGR of 14.30% from 2023 to 2030.

The global connected TV market is anticipated to grow at a CAGR of 14.30% during the projected period.
Every consumer's lifestyle and routine have been significantly impacted by the COVID-19 pandemic.
High-resolution, technologically advanced products are being offered to consumers by manufacturers.
A few numbers of dominant large-scale vendors hold the majority share of the global connected TV market, which is consolidated.
North America dominated the market in 2023, accounting for a share of more than 35% of worldwide sales, according to Cognitive Market Research.

Technological Advances in the Connected TV Sector is Driving the Market Growth

High-resolution, technologically advanced products are being offered to consumers by manufacturers. The potential for market expansion is expected to be significant. The value of the connected TV market is probably going to increase due to the rise in television viewing and the acceptance of online video consumption through applications, web platforms, and other internet platforms.

The Motorola Company has introduced its Motorola Envision series of bezel-free, powered by a MediaTek quad-core processor, 32" HD, 43" Full HD, and 43" & 55" 4K Android 11 Smart TVs. These TVs are expected to expand the connected TV market's potential on a global scale.

(Source:www.motorola.in/motorola-envision-uhd-android-tv/p)

Growing shift from conventional TVs and increasing internet access is driving the Connected TV market

Market Dynamics of Connected TV

Customers' Growing Worries about Data Leaks and Unauthorised Use of Camera or Microphone is Impeding Market Expansion

Due to their resemblance to a computer or a smartphone, linked TVs might crash and freeze. Customers' growing worries about data breaches and unauthorzed access to their camera or microphone brought on by internet connectivity may restrain the market growth for connected TVs during the assessment period. These TVs might not be the best choice for elderly people because a TV with so many capabilities can be confusing and difficult for them to use. To function, these TVs need a reliable Wi-Fi connection. Low-quality streaming and interruptions from other services can result from a bad Wi-Fi connection.

Impact of COVID-19 on the Connected TV Market

Every consumer's lifestyle and routine have been significantly impacted by the COVID-19 pandemic. Mandates for working from home and shelter-in-place orders have increased in-home video consumption to previously unheard-of heights. As people desire to continue their streaming content consumption on bigger screens when at home, the rising number of smart phone users in emerging nations has significantly accelerated the development of smart connected TV. Introduction of Connected TV

Customers can stream content from several platforms, including TV channels, films, news, sports, and entertainment, using a connected TV. Companies in the connected TV industry are boosting their investment in R&D for cutting-edge technology to diversify their revenue sources. Companies in the linked TV industry are concentrating on satisfying end-user demand for gaming consoles, digital media players, hotel television systems, cellphones, Blu-ray players.

These advancements enable companies to provide more customised products and services, which helps the connected TV market flourish.

For instance, For US$ 430 million, AppLovin Corporation purchased Wurl, a fast-growing software platform. With this acquisition, the business would be able to increase its software platform capabilities and enter the lucrative connected TVs sector.

(Source:investors.applovin.com/news/news-details/2022/AppLovin-Completes-Acquisition-of-Wurl-to-Extend-Reach-into-Connected-TV-Market/default.aspx)

Datasys Genre Viewership tracks connected TV audiences across 50M+ U.S. households, segmented by show type including sports, drama, comedy, news, and more. This dataset enables advertisers to align campaigns with audience entertainment preferences, measure content engagement, and identify shifts in genre popularity. Weekly updates ensure fresh visibility into evolving TV viewing habits.

The booming TV Analytics Services market is analyzed, revealing key drivers, trends, and restraints shaping its growth to 2033. Explore market size, CAGR, top companies, and regional insights in this comprehensive report. Discover how AI and CTV are transforming audience measurement and advertising effectiveness.

Redmob provides privacy-compliant CTV audience data, tailored for the U.S. streaming market. Built for adtech platforms, brands, and media buyers, this offering helps you activate, measure, and optimize OTT and CTV campaigns with real-time, attribution-ready data.

Whether you're targeting CTV viewers, measuring results, or improving your media mix, Redmob gives you the data, speed, and compliance to succeed in streaming.

Use cases

Redmob’s CTV data provides everything you need to build, activate, and measure Connected TV campaigns with confidence.

• Build Connected TV segments for OTT/CTV campaign activation
• Attribute conversions and outcomes back to CTV impressions
• Get cross-device insights by linking CTV exposure to mobile and desktop behavior
• Feed enriched data into media mix modeling and measurement tools
• Create lookalike audiences based on OTT engagement
• Improve targeting for U.S. streaming viewers with privacy-first audience data

Key benefits

• Audience data compliant with U.S. privacy regulations
• Real-time attribution
• High-value OTT audiences curated for performance
• U.S.-focused reach at scale, tailored to the streaming ecosystem
• Cross-device visibility to bridge CTV exposure with actions on mobile or web

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 (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, ad...