GITNUXREPORT 2025

Connected Tv Advertising Statistics

Connected TV advertising projects $14.2B market, reaching millions via targeted, engaging content.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

The average click-through rate (CTR) for CTV ads is approximately 0.5%

Statistic 2

64% of viewers are more likely to recall ads aired on connected TV compared to linear TV

Statistic 3

CTV ad viewability rates are approximately 84%, higher than linear TV

Statistic 4

The median CTV ad length is around 15 seconds

Statistic 5

89% of marketers believe CTV is effective for brand awareness campaigns

Statistic 6

35% of consumers have purchased a product after seeing a CTV ad

Statistic 7

Interactive CTV ads have a click-through rate of 1.2%, more than twice the average for traditional CTV ads

Statistic 8

Dynamic ad insertion in CTV allows for real-time personalization and is used in over 70% of CTV campaigns

Statistic 9

CTV advertising click-to-conversion rates average around 3%, which is higher than linear TV ad response rates

Statistic 10

CTV ad frequency averages 4.3 exposures per viewer per month, balancing reach and annoyance

Statistic 11

The average duration of CTV ad campaigns is approximately 6 weeks

Statistic 12

CTV ads achieving engagement rates (watch-through) are approximately 78%, outperforming linear TV

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CTV advertising helps increase brand lift by an average of 18% compared to traditional media

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The Connected TV advertising market is projected to reach $14.2 billion by 2027

Statistic 15

Connected TV ad impressions in the U.S. are expected to grow at a CAGR of 8.5% from 2023 to 2028

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45% of advertisers increased their CTV ad budgets in 2023

Statistic 17

The global connected TV advertising market size was valued at $4.2 billion in 2022

Statistic 18

58% of advertisers plan to increase CTV ad spend in the next year

Statistic 19

The average cost per thousand impressions (CPM) for CTV advertising is $25

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CTV ad revenues are expected to account for over 30% of all digital video ad revenue by 2025

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The global CTV advertising spend is projected to reach $35 billion in 2024

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55% of ad spend on CTV is dedicated to brand awareness campaigns, indicating its importance for branding efforts

Statistic 23

82% of ad buyers plan to increase their CTV advertising budgets in the next year

Statistic 24

The adoption rate of ad-supported streaming services increased by 15% in 2023, boosting opportunities for advertisers

Statistic 25

With the rise of CTV, traditional linear TV ad spend declined by 10% in 2023, indicating shift in advertising budgets

Statistic 26

The average U.S. household has accessed 5 different streaming platforms in the past month

Statistic 27

The top three CTV platforms in the US are Roku, Amazon Fire TV, and Apple TV, with combined market share exceeding 60%

Statistic 28

Over 90% of CTV content is streamed on demand, highlighting its flexibility for advertisers

Statistic 29

70% of ad opportunities on connected TV are delivered programmatically

Statistic 30

60% of advertisers cite targeting capabilities as a primary reason for investing in CTV

Statistic 31

The use of first-party data for CTV targeting increased by 40% in 2023, enhancing ad relevance

Statistic 32

The majority of CTV ad spend (around 65%) is allocated to targeting and data-driven ad placements, reflecting its personalized advertising strength

Statistic 33

Over 80% of US households have at least one connected TV device

Statistic 34

73% of marketers say connected TV is key to reaching younger audiences

Statistic 35

The average household spends over 2 hours per day watching connected TV

Statistic 36

60% of viewers watch connected TV content via smart TVs

Statistic 37

52% of consumers prefer watching streaming content on connected TVs rather than traditional broadcast TV

Statistic 38

48% of households use ad-supported free streaming services

Statistic 39

46% of viewers find CTV ads more relevant than linear TV ads

Statistic 40

40% of households have more than three connected TV devices

Statistic 41

83% of viewers watch ad-supported streaming content weekly

Statistic 42

78% of users watch connected TV content via apps on smart TVs

Statistic 43

47% of ad viewers find connected TV ads less intrusive than traditional TV commercials

Statistic 44

65% of American households subscribe to at least three streaming services

Statistic 45

72% of viewers are likely to skip or block ads on connected TV if given the opportunity

Statistic 46

The average age of CTV viewers is 35-54 years old, making it a prime demographic for various brands

Statistic 47

67% of CTV viewers are also app users, allowing for cross-platform marketing strategies

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Sources

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Key Highlights

The Connected TV advertising market is projected to reach $14.2 billion by 2027
Over 80% of US households have at least one connected TV device
73% of marketers say connected TV is key to reaching younger audiences
The average household spends over 2 hours per day watching connected TV
60% of viewers watch connected TV content via smart TVs
Connected TV ad impressions in the U.S. are expected to grow at a CAGR of 8.5% from 2023 to 2028
45% of advertisers increased their CTV ad budgets in 2023
The average click-through rate (CTR) for CTV ads is approximately 0.5%
70% of ad opportunities on connected TV are delivered programmatically
64% of viewers are more likely to recall ads aired on connected TV compared to linear TV
The global connected TV advertising market size was valued at $4.2 billion in 2022
52% of consumers prefer watching streaming content on connected TVs rather than traditional broadcast TV
58% of advertisers plan to increase CTV ad spend in the next year

Connected TV advertising is revolutionizing the media landscape, with projections estimating the market will soar to $14.2 billion by 2027 and over 80% of U.S. households now embracing connected devices, fueling a significant shift toward targeted, engaging, and high-impact ad experiences.

Advertising Effectiveness and Performance Metrics

The average click-through rate (CTR) for CTV ads is approximately 0.5%
64% of viewers are more likely to recall ads aired on connected TV compared to linear TV
CTV ad viewability rates are approximately 84%, higher than linear TV
The median CTV ad length is around 15 seconds
89% of marketers believe CTV is effective for brand awareness campaigns
35% of consumers have purchased a product after seeing a CTV ad
Interactive CTV ads have a click-through rate of 1.2%, more than twice the average for traditional CTV ads
Dynamic ad insertion in CTV allows for real-time personalization and is used in over 70% of CTV campaigns
CTV advertising click-to-conversion rates average around 3%, which is higher than linear TV ad response rates
CTV ad frequency averages 4.3 exposures per viewer per month, balancing reach and annoyance
The average duration of CTV ad campaigns is approximately 6 weeks
CTV ads achieving engagement rates (watch-through) are approximately 78%, outperforming linear TV
CTV advertising helps increase brand lift by an average of 18% compared to traditional media

Advertising Effectiveness and Performance Metrics Interpretation

While CTV ads boast a higher viewability and recall rate than linear TV, their modest 0.5% click-through rate and 3% conversion rate reveal that capturing viewers’ attention depends as much on creative engagement and interactivity as on the platform’s superior targeting.

Market Growth and Investment Trends

The Connected TV advertising market is projected to reach $14.2 billion by 2027
Connected TV ad impressions in the U.S. are expected to grow at a CAGR of 8.5% from 2023 to 2028
45% of advertisers increased their CTV ad budgets in 2023
The global connected TV advertising market size was valued at $4.2 billion in 2022
58% of advertisers plan to increase CTV ad spend in the next year
The average cost per thousand impressions (CPM) for CTV advertising is $25
CTV ad revenues are expected to account for over 30% of all digital video ad revenue by 2025
The global CTV advertising spend is projected to reach $35 billion in 2024
55% of ad spend on CTV is dedicated to brand awareness campaigns, indicating its importance for branding efforts
82% of ad buyers plan to increase their CTV advertising budgets in the next year
The adoption rate of ad-supported streaming services increased by 15% in 2023, boosting opportunities for advertisers
With the rise of CTV, traditional linear TV ad spend declined by 10% in 2023, indicating shift in advertising budgets

Market Growth and Investment Trends Interpretation

As CTV continues its meteoric rise, with global spending projected to hit $35 billion in 2024 and over 80% of ad buyers planning budget increases, it's clear that advertisers are viewing connected television not just as a viewer’s gateway but as the future centerpiece of branding and digital video revenue—making traditional linear TV just a costly relic in the rearview mirror.

Platform Usage and Content Consumption Patterns

The average U.S. household has accessed 5 different streaming platforms in the past month
The top three CTV platforms in the US are Roku, Amazon Fire TV, and Apple TV, with combined market share exceeding 60%
Over 90% of CTV content is streamed on demand, highlighting its flexibility for advertisers

Platform Usage and Content Consumption Patterns Interpretation

With households juggling five streaming platforms on average, and over 90% of content streamed on demand, advertisers must now craft irresistibly flexible campaigns to cut through the clutter of Roku, Amazon Fire TV, and Apple TV’s dominant 60% market share — or risk becoming background noise in America’s binge-driven media landscape.

Technological Innovations and Targeting Capabilities

70% of ad opportunities on connected TV are delivered programmatically
60% of advertisers cite targeting capabilities as a primary reason for investing in CTV
The use of first-party data for CTV targeting increased by 40% in 2023, enhancing ad relevance
The majority of CTV ad spend (around 65%) is allocated to targeting and data-driven ad placements, reflecting its personalized advertising strength

Technological Innovations and Targeting Capabilities Interpretation

With 70% of connected TV ad opportunities now programmatic and 65% of ad spend focused on targeted, data-driven placements—bolstered by a 40% rise in first-party data use—marketers are clearly embracing CTV as the frontline for personalized, precise advertising in the digital age.

Viewer Behavior and Demographics

Over 80% of US households have at least one connected TV device
73% of marketers say connected TV is key to reaching younger audiences
The average household spends over 2 hours per day watching connected TV
60% of viewers watch connected TV content via smart TVs
52% of consumers prefer watching streaming content on connected TVs rather than traditional broadcast TV
48% of households use ad-supported free streaming services
46% of viewers find CTV ads more relevant than linear TV ads
40% of households have more than three connected TV devices
83% of viewers watch ad-supported streaming content weekly
78% of users watch connected TV content via apps on smart TVs
47% of ad viewers find connected TV ads less intrusive than traditional TV commercials
65% of American households subscribe to at least three streaming services
72% of viewers are likely to skip or block ads on connected TV if given the opportunity
The average age of CTV viewers is 35-54 years old, making it a prime demographic for various brands
67% of CTV viewers are also app users, allowing for cross-platform marketing strategies

Viewer Behavior and Demographics Interpretation

With over 80% of US homes plugged into connected TV and nearly half finding ads less intrusive and more relevant, marketers are increasingly turning to CTV not just as a viewing trend but as a critical, targeted, and engaging platform—though viewers' propensity to skip ads reminds us that even in the digital age, attention is the ultimate currency.