US connected TV advertising revenue reached 21.3 billion dollars. Video ads on connected TV deliver a 92 percent completion rate. Brand lift for awareness metrics exceeds linear TV by a factor of 1.7.
Key Takeaways
- CTV CPMs averaged $28.50 in the US in 2023, 15% higher than desktop display
- CTV ads achieve 1.7x higher brand lift than linear TV for awareness metrics
- View-through rate for CTV video ads hit 92% completion, vs 75% for mobile
- In 2023, US connected TV (CTV) advertising revenue reached $21.3 billion, marking a 22% year-over-year increase
- Global CTV ad spend is forecasted to hit $34 billion by 2025, growing at a CAGR of 18.5% from 2021-2025
- CTV advertising accounted for 80% of all TV ad spend growth in the US during 2022
- Roku CTV platform reports 28% YoY growth in active accounts to 81 million in Q3 2023
- Amazon Fire TV holds 22% share of US CTV OS market in 2023
- Apple TV+ subscribers reached 25 million globally by end-2023
- CTV market expected to reach $300 billion globally by 2030 with 95% household penetration
- By 2025, 90% of US TV viewing will be on-demand CTV
- Programmatic CTV buying to account for 85% of spend by 2026
- 76% of US CTV viewers are aged 18-49, with millennials comprising 42% of the audience
- Women account for 52% of CTV viewing time in the US, slightly higher than men at 48%
- 62% of Gen Z (18-24) report watching CTV daily, compared to 45% for linear TV
In 2023, US CTV delivered high completions, strong ROI, and rising revenue growth for advertisers.
Related reading
01 · Category
Ad Performance & ROI28 stats
01
CTV CPMs averaged $28.50in the US in 2023, 15% higher than desktop display
02
CTV ads achieve 1.7x higher brand lift than linear TV for awareness metrics
03
View-through rate for CTV video ads hit 92% completion, vs 75% for mobile
04
ROI on CTV campaigns averaged 3.2x for e-commerce brands in 2023
05
34% uplift in purchase intent from personalized CTV ads
06
CTV search lift post-exposure averages 22%, highest for CPG categories
07
Engagement rate for interactive CTV ads reached 18%, 4x traditional video
08
Cost per acquisition on CTV dropped 12% YoY to $45 in Q4 2023
09
2.1x higher recall rates for 15-second CTV spots vs 30-second
10
CTV attribution shows 28% of conversions within 1 hour of exposure
11
Favorability lift from CTV ads averaged 14 points for auto brands
12
Video completion rate on CTV reached 89% for live sports ads
13
CTV drives 15% higher ROAS than social video at 4.5x average
14
41% reduction in CPA for retargeting campaigns on CTV platforms
15
Brand awareness from CTV mid-roll ads up 25% vs pre-roll
16
CTV ads generate 1.9x more site visits than linear TV per impression
17
Average click-through rate for shoppable CTV ads at 2.3%
18
32% increase in offline sales lift from CTV exposure for retail
19
CTV dynamic creative optimization boosts performance by 22% on average
20
Consideration lift of 19% for QSR brands via CTV humor ads
21
CTV frequency capping at 3-5 exposures optimizes ROI by 18%
22
27% higher engagement for AR-enabled CTV ads
23
Cross-device conversion rate from CTV at 11%
24
CTV pause ads yield 2.4x lift in intent vs standard formats
25
Average eCPM for premium CTV inventory $35in 2023
26
1.4x better IVT rates on CTV vs open web (98% viewable)
27
CTV contributes 24% to total video ad ROI across channels
28
Live CTV streaming ads see 35% higher completion rates
Interpretation
Ad Performance & ROI Interpretation
While the living room's new king, Connected TV, charges a princely premium, it pays back the crown with royally good attention, results, and a case for burning your linear budget on the ceremonial pyre.
02 · Category
Market Size & Growth30 stats
01
In 2023, US connected TV (CTV) advertising revenue reached $21.3 billion, marking a 22% year-over-year increase
02
Global CTV ad spend is forecasted to hit $34 billion by 2025, growing at a CAGR of 18.5% from 2021-2025
03
CTV advertising accounted for 80% of all TV ad spend growth in the US during 2022
04
By 2027, CTV ad revenue in North America is expected to surpass $40 billion, driven by streaming service adoption
05
In Q4 2023, CTV ad impressions in the US grew 28% YoY to over 1.2 trillion
06
European CTV ad market valued at €2.5 billion in 2023, projected to double by 2026
07
CTV represented 45% of total US video ad spend in 2023, up from 35% in 2021
08
Asia-Pacific CTV ad spend reached $8.6 billion in 2023, with China contributing 60%
09
US CTV households grew to 84 million in 2023, representing 68% penetration
10
CTV ad spend in Latin America expected to grow 35% YoY to $1.2 billion in 2024
11
In 2023, programmatic CTV ad buying accounted for 75% of total CTV ad transactions in the US
12
Global CTV ad market CAGR projected at 20.1% from 2023-2030, reaching $72 billion by 2030
13
UK CTV ad revenue hit £1.1 billion in 2023, up 25% from 2022
14
CTV overtook linear TV in ad impressions in the US in Q3 2023 with 52% share
15
Australia CTV ad spend forecasted at AUD 1.2 billion by 2025
16
In 2023, retail media networks captured 15% of US CTV ad spend, totaling $3.2 billion
17
CTV ad revenue per smart TV household in US averaged $250in 2023
18
MEA region CTV ad market to grow from $450 million in 2023 to $1.8 billion by 2028
19
US political CTV ad spend reached $1.5 billion in 2022 midterms
20
CTV share of total digital video ad spend globally hit 38% in 2023
21
In 2023, 65% of US CTV ad spend came from top 10 advertisers like Procter & Gamble and Amazon
22
Canada CTV ad market valued at CAD 1.4 billion in 2023, growing 19% YoY
23
CTV ad spend in India surged 40% to INR 15 billion in 2023
24
By end of 2023, global CTV devices shipped exceeded 1.5 billion units cumulatively
25
US pharma CTV ad spend hit $2.1 billion in 2023, up 30% YoY
26
CTV advertising grew to 12% of total US ad market in 2023 from 8% in 2021
27
Brazil CTV ad revenue reached BRL 2.8 billion in 2023
28
In H1 2023, CTV ad load times averaged 4.2 seconds, impacting 15% of impressions
29
Global CTV SSP market revenue projected at $5.2 billion by 2026
30
US automotive CTV ad spend totaled $1.8 billion in 2023
Interpretation
Market Size & Growth Interpretation
As the world's living rooms continue their quiet mutiny against traditional commercials, these explosive growth figures prove that advertisers, in a desperate and lucrative scramble, are now following their audiences through the screen and directly onto the streaming services they actually watch.
03 · Category
Platform & Device Stats29 stats
01
Roku CTV platform reports 28% YoY growth in active accounts to 81 million in Q3 2023
02
Amazon Fire TV holds 22% share of US CTV OS market in 2023
03
Apple TV+ subscribers reached 25 million globally by end-2023
04
Samsung Smart TV ad platform served 450 billion impressions in 2023
05
Google TV (Chromecast) penetration at 15% of US smart TVs in 2023
06
Hulu CTV ad revenue grew 20% to $4 billion in FY2023
07
Vizio SmartCast platform has 18 million active users, 12% ad revenue growth
08
LG webOS CTV ads reached 1 trillion impressions annually in 2023
09
Netflix ad-tier launched with 15 million subscribers by Q4 2023
10
Peacock CTV monthly active users hit 28 million in 2023
11
Smart TV device shipments globally at 248 million units in 2023
12
Hisense VIDAA OS captures 8% Europe CTV market share in 2023
13
Disney+ ad-supported tier grew to 5 million US subs in first year
14
Android TV/ Google TV devices activated: 200 million worldwide in 2023
15
Paramount+ ad revenue up 55% YoY in 2023
16
TiVo OS used in 12 million US CTV households
17
Freevee (Amazon) streams 100 million hours daily on CTV
18
Sony Bravia TVs with Google TV sold 10 million units in 2023
19
Tubi FAST service reaches 74 million MAUs on CTV in 2023
20
Xbox gaming consoles used for CTV streaming by 25% of owners weekly
21
PlayStation CTV app impressions up 40% to 50 billion in 2023
22
Comcast Xfinity Flex serves ads to 20 million devices monthly
23
Sling TV CTV subscribers stable at 2.2 million, ad load increased 15%
24
TCL Roku TVs hold 28% US smart TV market share in 2023
25
Pluto TV MAUs reach 80 million globally on CTV
26
Nvidia Shield CTV streaming devices: 5 million active in 2023
27
YouTube CTV watch time up 30% YoY to 1 billion hours daily
28
FuboTV ad impressions grew 50% to 200 billion in 2023
29
Amazon Prime Video CTV ad launch projected $1B revenue in year 1
Interpretation
Platform & Device Stats Interpretation
The living room has officially become a gladiatorial arena where every screen, operating system, and streaming service is fiercely competing for your attention and your advertisers' dollars, proving that the future of television is not just about what you watch, but who can most cleverly pay for the privilege of showing it to you.
More related reading
04 · Category
Trends & Forecasts28 stats
01
CTV market expected to reach $300 billion globally by 2030 with 95% household penetration
02
By 2025, 90% of US TV viewing will be on-demand CTV
03
Programmatic CTV buying to account for 85% of spend by 2026
04
Shoppable CTV ads to grow 50% annually through 2027
05
AI-driven CTV targeting to reduce waste by 30% by 2025
06
FAST channels to capture 20% of CTV ad market by 2025
07
Global CTV households to hit 2 billion by 2027
08
Addressable CTV ads to reach 70% penetration in US by 2025
09
Live sports streaming on CTV to double ad revenue to $10B by 2026
10
Privacy-first CTV solutions to dominate post-cookie era by 2024
11
CTV gaming ads to grow at 25% CAGR to $5B by 2028
12
Interactive CTV formats to comprise 15% of inventory by 2026
13
Retail media CTV spend to hit $10B globally by 2027
14
5G integration to boost CTV 4K ad delivery by 40% by 2025
15
User-generated content on CTV to increase 35% YoY through 2026
16
CTV carbon-neutral ad campaigns to rise to 50% by 2030
17
Voice commerce via CTV ads projected $2B by 2026
18
Cross-screen CTV orchestration to standard by 2025 for 80% agencies
19
Blockchain for CTV ad transparency adoption at 25% by 2027
20
AR/VR CTV experiences to generate $3B ad revenue by 2028
21
Global South CTV growth at 28% CAGR to 2028
22
CTV news consumption to surpass linear by 2025 with 55% share
23
Dynamic ad insertion tech to cover 95% CTV by 2024
24
Social video integration on CTV to boost engagement 40% by 2026
25
Zero-party data CTV targeting to rise to 60% by 2027
26
CTV podcast companion ads to emerge with $1B market by 2028
27
Sustainable packaging ads on CTV to grow 45% annually to 2027
28
Metaverse-linked CTV campaigns projected for 10% share by 2030
Interpretation
Trends & Forecasts Interpretation
This avalanche of stats foretells a future where, under the guise of relaxing on the couch, we are all willingly strapped into a highly efficient, data-driven, and surprisingly green shopping cart hurtling through an endless, personalized, and interactive ad experience.
05 · Category
Viewer Demographics & Habits26 stats
01
76% of US CTV viewers are aged 18-49, with millennials comprising 42% of the audience
02
Women account for 52% of CTV viewing time in the US, slightly higher than men at 48%
03
62% of Gen Z (18-24) report watching CTV daily, compared to 45% for linear TV
04
Households with children under 18 have 2.1x higher CTV usage than average
05
55% of US Hispanics stream CTV content exclusively, vs 38% of non-Hispanics
06
Baby boomers (55+) represent 28% of CTV ad exposure but only 22% of population
07
Urban CTV viewers spend 35 hours/week on streaming, 18% more than rural viewers
08
68% of high-income households ($100k+) own 3+ CTV devices
09
African American viewers over-index on CTV by 25% compared to general population
10
41% of CTV viewers multitask with mobile devices during ad breaks
11
College-educated viewers are 1.5x more likely to use ad-supported CTV tiers
12
73% of parents aged 25-34 use CTV for family viewing 5+ nights/week
13
Males aged 25-34 comprise 22% of prime-time CTV audience
14
59% of seniors (65+) prefer news content on CTV over linear TV
15
LGBTQ+ viewers spend 28% more time on CTV sports content
16
64% of US CTV households have at least one Roku device
17
Average CTV viewing session lasts 47 minutes, 12% longer than mobile video
18
52% of CTV viewers skip ads when possible, highest among 18-34 age group at 67%
19
Gamers (weekly) over-index CTV gaming content viewership by 40%
20
71% of fitness enthusiasts stream workout videos on CTV monthly
21
Rural households average 22 CTV streaming hours/week, up 15% YoY
22
48% of CTV viewers are single-person households
23
Veterans represent 9% of CTV audience, 1.3x over-index on military content
24
66% of pet owners use CTV for pet-related programming weekly
25
Students (18-24) watch 30% more late-night CTV content
26
57% of eco-conscious consumers prefer sustainable brand ads on CTV
Interpretation
Viewer Demographics & Habits Interpretation
In the great streaming migration, the remote control has become a demographic divining rod, revealing that the future of television belongs not to the average household but to a vibrant, multi-screen mosaic of millennials raising their families, Gen Z skipping ads, urbanites bingeing, and everyone—from Hispanics to pet owners—finally finding their channel.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Isabelle Moreau. (2026, February 13). Connected Tv Advertising Industry Statistics. Gitnux. https://gitnux.org/connected-tv-advertising-industry-statistics
MLA
Isabelle Moreau. "Connected Tv Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/connected-tv-advertising-industry-statistics.
Chicago
Isabelle Moreau. 2026. "Connected Tv Advertising Industry Statistics." Gitnux. https://gitnux.org/connected-tv-advertising-industry-statistics.
Sources & references
86 datasets cited across this report · attribution is report-level
shopify.com
press.aboutamazon.com