Infographic: The State of Connected TV (CTV)

Connected TV (CTV) is projected to be the fastest growing ad format in 2024, with CTV advertising spend expected to be greater than both retail media and social media ad spend. If you’re not already, now is the time for your brand to start taking advantage of this wide-reaching ad type. In this CTV infographic, you’ll discover CTV stats to help supercharge your brand’s success with the format, including platform-specific data, revenue growth stats, demographic data about CTV users, and more.

The State of Connected TV

US CTV Advertising Growth

CTV ad spend has continued to grow by double digits in the early 2020’s and is expected to continue to do so through 2027.
The number of billion-dollar CTV ad businesses will more than quadruple between 2020 and 2026.
In 2024, US CTV ad spend will grow 18.8% year-over-year to reach $28.75 billion.

Top CTV Ad Revenue by Platform for 2024 (in Billions)

Hulu – $3.39
YouTube – $3.34
Amazon – $3.13
Roku – $2.41
Peacock – $1.15

In 2028, US CTV ad spend will reach $44.3 billion.
By 2028, US CTV ad spend will be more than 4x what it was in 2020.
- Comparatively, linear TV will continually see a slight decline.

CTV a Top Choice Among Consumers

By 2028, over 3 in 4 US adults will be CTV users.
More than 6 in 10 people in the US aged 12 to 54 are CTV users.

US Connected TV Ad Spend (in Billions)

2022: $20.69
2023: $25.09
2024: $29.29*
2025: $33.06*
2026: $36.86*
2027: $40.90*

CTV Benefits

Target audience: CTV allows for precise audience segmentation based on interest, demographics, and viewing habits. And while other industries like social media struggle with signal loss, partnerships between streamers and retail media networks have offered more first-party data into this advanced targeting capability.
Analytics: CTV allows advertisers to view trends in real time, which can enhance decision-making and campaign optimization.
Interactivity: On some platforms, viewers can click through ads to get more information or make a purchase, putting these ads closer to the bottom of the funnel than linear ads.

CTV Obstacles

Top Challenges That US Advertisers Say They Face With CTV:
- Co-viewing across households: 70%
- Placement & supply transparency: 69%
- Brand safety & suitability: 68%

Most Effective Strategies to Maximize Your CTV Buy

Buy from trusted sources
- Weigh the tradeoff between control over ad placements and ease of scaling
- Consider that cheaper may not always be better in terms of inventory selection
- When buying programmatically, communicate goals & intentions with your partners
Diversify investment
- Take advantage of the growing number of players in the CTV market by placing ad buys with several preferred partners
- Remember the multiple paths to buying CTV inventory are not mutually exclusive
- Consider inclusion & exclusion lists if you have existing direct relationships with certain publishers

Tying It All Together: CTV Stats Infographic

US CTV ad spend is expected to more than quadruple between 2020 and 2026, and by 2024, CTV will empower brands to reach over 200 million consumers in the US alone.

Whether your goal is to increase brand awareness and visibility or to drive more of your target audiences to make a purchase, connected TV is a powerful tool in any advertiser’s arsenal to reach customers across the entire marketing funnel. As a programmatic ad type, CTV can get your brand in front of your ideal customers at the most ideal time and place.

Don’t miss out on the profitable opportunities that CTV has to offer. If you don’t know where to start, the programmatic pros at ROI Revolution can help. Our team is primed to discover untapped opportunities for growth that exceeds your expectations. To explore the wins that we can uncover for you, schedule a call with our team today.

To discover more about the ad channels and platforms that are helping brands excel in ecommerce, peruse more of our infographics below:

The State of Connected TV (CTV): Infographic