In 2025, CTV is already pulling its weight as advertisers plan major budget lifts and spend follows the shift from linear habits to addressable, measurable outcomes. From $20.4 billion in US CTV ad spend to 92% completion rates for CTV video in 2023, the industry’s performance gaps are too sharp to ignore. This post connects the dots across spending, fraud, attribution, and audience behavior, so you can see where growth is real and where it is still being tested.
Key Takeaways
- In 2023, CTV ad spend in US reached $20.4 billion, 18% of total TV ads
- Global CTV programmatic ad transactions hit 60% of total CTV ads in 2023, IAB
- FAST channels generated $1.5 billion in US revenue in 2023, up 45% YoY
- US streaming services (CTV) avg 2.1 hours/day per user in 2023, 38% of total TV time, Nielsen
- Globally, Netflix CTV viewing 15% of total streaming hours in 2023, Parrot Analytics
- Live sports on CTV accounted for 25% US viewing peaks in 2023, up 10%
- In 2023, the global connected TV (CTV) market size reached $256.5 billion, driven by increased streaming subscriptions and ad-supported models
- The CTV market is projected to grow at a CAGR of 12.4% from 2023 to 2030, reaching $1.2 trillion by 2030 according to Grand View Research
- US CTV households numbered 146 million in 2023, representing 84% penetration, per Nielsen
- Smart TV OS market led by Google TV/Android TV at 45% share 2023 shipments
- Roku OS powered 52 million active CTV accounts in Q4 2023
- Amazon Fire TV devices 15% global CTV streaming share 2023
- 80% of US broadband households subscribe to at least one CTV service in 2023, averaging 5.8 services per household, Nielsen
- Globally, 65% of internet users aged 16-64 watch CTV weekly in 2023, up from 55% in 2022, GlobalWebIndex
- In the US, 45% of CTV viewers are Gen Z (18-24), spending avg 2.5 hours/day, Comscore
US CTV ad spend surged in 2023 while advertisers plan to grow budgets for addressable, fraud resistant impact.
Related reading
01 · Category
Advertising and Revenue30 stats
01
In 2023, CTV ad spend in US reached $20.4 billion, 18% of total TV ads
02
Global CTV programmatic ad transactions hit 60% of total CTV ads in 2023, IAB
03
FAST channels generated $1.5 billion in US revenue in 2023, up 45% YoY
04
CTV CPMs averaged $25in US premium inventory in 2023, 20% above linear TV
05
72% of US marketers plan to increase CTV ad budgets in 2024, from 2023 baseline of $15B spend
06
Europe CTV ad market $8.7 billion in 2023, 25% growth, EBU
07
Retail media networks captured 15% of US CTV ad dollars in 2023 ($2.1B)
08
Shoppable CTV ads clicked at 3.2% rate in pilots 2023, vs 1% standard display
09
Global CTV ad fraud losses $1.2 billion in 2023, 12% of spend, Integral Ad Science
10
US local CTV ad inventory sold out 85% during holidays 2023
11
Addressable CTV ads reached 50 million US households in 2023, up 30%
12
CTV brand lift averaged 25% awareness increase in 2023 campaigns, Nielsen
13
Asia CTV ad revenue $12.5 billion 2023, led by China $9B
14
40% of CTV ads in LATAM personalized in 2023, boosting ROAS 35%
15
UK CTV ad spend £1.8 billion 2023, 22% YoY
16
CTV video completion rates 92% vs 78% social video in 2023
17
Political CTV ads $2.5B in US 2023 midterms/elections cycle
18
Australia CTV ads grew 28% to AUD 1.2B in 2023
19
CTV attribution models showed 2.5x higher sales lift vs linear in 2023
20
Global CTV SSP revenue $6.8 billion 2023, 30% growth
21
Brazil CTV ad market $1.1 billion 2023, 32% YoY
22
CTV dynamic ad insertion (DAI) used in 70% US inventory 2023
23
Pharma CTV ad spend up 50% to $800M US 2023
24
India CTV ads $450M 2023, projected 40% growth 2024
25
CTV cross-screen campaigns ROI 3.8x in 2023 studies
26
Canada CTV ad revenue CAD 1.5B 2023, 20% up
27
55% CTV advertisers using AI targeting in 2023, lift 18%
28
Mexico CTV ads grew 35% to $650M 2023
29
CTV household addressability 75% in Europe 2023
30
US CTV search ads revenue $900M 2023, 60% growth
Interpretation
Advertising and Revenue Interpretation
Amidst the whirlwind of growth where CTV ad spending is ballooning globally—with even the stodgy linear TV CPMs looking over their shoulders—and FAST channels are raking in cash, there's a catch: advertisers are gleefully throwing money at this precision-targeted, high-completion-rate future, yet they're also funding a billion-dollar fraud industry and racing to secure sold-out holiday inventory, all while hoping those shiny new shoppable ads prove this isn't just a more expensive way to be ignored.
02 · Category
Content Consumption29 stats
01
US streaming services (CTV) avg 2.1 hours/day per user in 2023, 38% of total TV time, Nielsen
02
Globally, Netflix CTV viewing 15% of total streaming hours in 2023, Parrot Analytics
03
Live sports on CTV accounted for 25% US viewing peaks in 2023, up 10%
04
Original CTV content demand 40% higher than acquired in 2023 global
05
Binge-watching sessions avg 4.2 episodes per sit-down on CTV 2023
06
US news consumption on CTV 18% total TV news time 2023
07
FAST channels avg 2 hours/week per US user in 2023
08
India regional language CTV content 55% of viewing 2023, Ormax
09
Global kids content on CTV 12% share, up 20% YoY 2023
10
UK drama series on CTV 30% viewing share 2023, BARB
11
35% US CTV time movies vs 65% series/episodics 2023
12
China short-form video on CTV 28% daily time 2023
13
Europe documentary CTV consumption up 15% to 8% share 2023
14
Brazil telenovelas 42% CTV prime time 2023
15
Global user-generated CTV content views 5% total 2023
16
Australia sports streaming on CTV 22% total sports 2023
17
28% CTV viewing international content global avg 2023
18
Canada French-language CTV 65% local preference 2023
19
Anime on CTV 15% Asia viewership, 8% global 2023
20
US reality TV 18% CTV binge share 2023
21
MENA Arabic dubbed content 70% CTV time 2023
22
Mexico unscripted 25% CTV growth 2023
23
45 min avg CTV session length global 2023
24
Japan idol content 12% CTV youth viewing 2023
25
FAST lifestyle channels 10% US FAST time 2023
26
Global religious/spiritual CTV 4% share 2023
27
France film viewing on CTV 22% total 2023
28
62% CTV users skip ads with 5-sec wait 2023 US
29
South Korea K-drama 35% CTV exports demand 2023
Interpretation
Content Consumption Interpretation
While viewers are binging their way through a global buffet of local stories and live sports, the data shows Connected TV is no longer just the guest in our living rooms but has confidently taken over the couch, rewiring how the world watches everything from telenovelas to anime while testing our patience with ads.
03 · Category
Market Size and Growth30 stats
01
In 2023, the global connected TV (CTV) market size reached $256.5 billion, driven by increased streaming subscriptions and ad-supported models
02
The CTV market is projected to grow at a CAGR of 12.4% from 2023 to 2030, reaching $1.2 trillion by 2030 according to Grand View Research
03
US CTV households numbered 146 million in 2023, representing 84% penetration, per Nielsen
04
CTV revenue in North America hit $27.3 billion in 2023, up 22% YoY, from PwC Global Entertainment & Media Outlook
05
Global CTV device shipments reached 250 million units in 2023, growing 8% YoY, per Omdia
06
The FAST (Free Ad-Supported Streaming TV) segment within CTV grew to $5.2 billion in global revenue in 2023
07
Europe's CTV market valued at €45 billion in 2023, with 15% YoY growth, from Statista
08
Asia-Pacific CTV market expected to reach $100 billion by 2027 at 15% CAGR, per MarketsandMarkets
09
CTV advertising spend globally projected to hit $40 billion by 2025, up from $25B in 2023, eMarketer
10
US CTV market share of total TV viewing time reached 41% in Q4 2023, Nielsen
11
Latin America CTV subscribers grew 25% YoY to 120 million in 2023, Ampere Analysis
12
Global CTV households to exceed 1.5 billion by 2027, from 1.1B in 2023, per Futuresource Consulting
13
CTV software revenue worldwide was $12.8 billion in 2023, growing 18%, Omdia
14
India’s CTV market size hit $2.5 billion in 2023, 30% YoY growth, KPMG
15
CTV penetration in MENA region reached 55% of TV households in 2023, Deloitte
16
Global smart TV market (key CTV component) valued at $238 billion in 2023, Statista
17
CTV market in Australia grew 20% to AUD 4.5 billion in 2023, Screen Australia
18
Worldwide CTV ad-supported revenue forecasted at $67 billion by 2027, growing 25% CAGR from 2023
19
Brazil CTV market expanded 28% YoY to $3.8 billion in 2023, DataReportal
20
CTV ecosystem investments by tech giants totaled $15 billion in 2023, CB Insights
21
South Korea CTV household penetration at 92% in 2023, with market size $8.2 billion, KISDI
22
Global CTV middleware market reached $4.1 billion in 2023, 14% growth, ABI Research
23
UK CTV revenue up 16% to £6.7 billion in 2023, BARB
24
CTV market in Canada valued at CAD 7.2 billion in 2023, 19% YoY, CRTC
25
Projected global CTV users to hit 2.2 billion by 2028 from 1.7B in 2023, Statista
26
China CTV market size $85 billion in 2023, 12% growth, CVSC
27
CTV gaming integration market grew to $1.8 billion in 2023, Newzoo
28
Africa CTV market nascent at $1.2 billion in 2023 but 35% CAGR projected, ITU
29
Japan CTV ad spend $4.5 billion in 2023, up 10%, Dentsu
30
Overall CTV industry valuation including hardware/software/services at $320 billion globally in 2023, IDC
Interpretation
Market Size and Growth Interpretation
With a current global value nearing the GDP of Finland and a projected trillion-dollar future, the connected TV market is no longer knocking at the door of traditional television but has already moved in, taken over the remote, and is monetizing every moment of our collective attention.
More related reading
04 · Category
Technology and Devices30 stats
01
Smart TV OS market led by Google TV/Android TV at 45% share 2023 shipments
02
Roku OS powered 52 million active CTV accounts in Q4 2023
03
Amazon Fire TV devices 15% global CTV streaming share 2023
04
Apple TV 4K sales up 25% to 12 million units 2023
05
Samsung Tizen OS 22% smart TV market share 2023
06
LG webOS adopted by 40 million CTV sets cumulatively by 2023
07
Global CTV 4K penetration 65% new shipments 2023
08
Voice assistants in CTV used by 48% US households 2023
09
Wi-Fi 6 enabled CTV devices 30% market 2023
10
Gaming CTV consoles (e.g., PS5) 18% CTV attach rate 2023
11
Hybrid CTV set-top boxes shipped 85 million units 2023
12
HDR10+ support in 55% premium CTV panels 2023
13
Global CTV average screen size 55 inches in 2023 shipments, up from 52"
14
Android TV certification on 1.2 billion devices cumulative 2023
15
Energy-efficient CTV models 40% sales EU 2023 due to regs
16
Sticks/dongles 25% CTV primary device US 2023
17
8K CTV shipments 2.5 million global 2023, mostly Asia
18
Matter smart home integration in CTV 12% new models 2023
19
OLED CTV market share 8% premium segment 2023
20
Built-in Chromecast 35% smart TVs 2023
21
Brazil CTV device market Android dominant 70% 2023
22
AV1 codec adoption 45% CTV streaming 2023 efficiency gains
23
Multi-view (picture-by-picture) in 20% sports CTV 2023
24
India affordable CTV under $20060% sales 2023
25
UK Freeview Play CTV hybrid 28% households 2023
26
QLED LCD share 25% global CTV 2023
27
Remote control apps on smartphone 55% CTV interaction 2023 US
28
Europe DVB-T2 HEVC CTV standard 80% compliance 2023
29
Gaming refresh rates 120Hz+ in 40% new CTV 2023
30
Cumulative CTV software updates reached 95% devices 2023
Interpretation
Technology and Devices Interpretation
The living room battlefield sees Google's army spread across the map while Roku digs into a loyal fortress, Amazon and Apple sharpen their premium spears, and everyone scrambles to equip their boxes with bigger screens, smarter voices, and faster refresh rates before the next consumer wave crashes in.
05 · Category
User Adoption and Demographics28 stats
01
80% of US broadband households subscribe to at least one CTV service in 2023, averaging 5.8 services per household, Nielsen
02
Globally, 65% of internet users aged 16-64 watch CTV weekly in 2023, up from 55% in 2022, GlobalWebIndex
03
In the US, 45% of CTV viewers are Gen Z (18-24), spending avg 2.5 hours/day, Comscore
04
Women represent 52% of CTV users in Europe, with higher adoption in urban areas (78%), Kantar
05
India CTV penetration at 45% of TV households in 2023, skewed towards 18-34 urban males, Ormax Media
06
70% of US Hispanics stream CTV daily, vs 55% non-Hispanics, Nielsen
07
Globally, 55% of CTV adoption driven by cord-cutters under 35, Deloitte Digital Media Trends
08
In Brazil, 62% of CTV users are millennials, avg 3.2 devices per household, DataReportal
09
UK CTV weekly reach 85% of adults 16+, with 40% binging 10+ hours/week, BARB
10
China CTV users total 650 million in 2023, 75% aged 18-44, CNNIC
11
Australia CTV adoption 76% households, higher among families with children (88%), Roy Morgan
12
58% of global CTV viewers are parents, watching family content 60% more, Ampere Analysis
13
US rural CTV penetration 72% vs 90% urban in 2023, Pew Research
14
In MENA, 68% CTV adoption among 25-44 year olds, females catching up at 48%
15
Canada CTV users 92% of population, with seniors (65+) at 65% adoption rate, CRTC
16
South Africa CTV household penetration 35%, urban youth (18-24) at 65%
17
67% of Japanese CTV users are over 50, preferring local content, Video Research
18
Mexico CTV avg household subs 4.1, 55% dual income families, IAB Mexico
19
Europe CTV gender split 51% male/49% female, with higher female adoption in Scandinavia (60%)
20
73% of US African American households use CTV daily, vs 60% white households, Nielsen
21
Global avg CTV viewing time per user 25 hours/week in 2023, up 15%, GlobalWebIndex
22
Korea CTV penetration 95%, with 82% among low-income households, KISDI
23
49% of CTV new adopters worldwide cited price as key factor in 2023, PwC
24
Argentina CTV users 40 million, 70% under 40, 55% female
25
France CTV daily users 75% adults, higher in Paris (85%), Mediametrie
26
Avg US CTV household has 3.4 streaming apps active in 2023, Hub Entertainment Research
27
Nigeria CTV adoption 28% urban, driven by smartphone-to-TV casting, 65% youth
28
62% of global CTV users multi-screen simultaneously in 2023
Interpretation
User Adoption and Demographics Interpretation
Globally, humanity has collectively cut the cord and handed the remote to Gen Z, who are now running a 25-hour-per-week streaming empire from their couches, funded by 5.8 subscriptions per household and mirrored from smartphones worldwide.
Reference
Cite This Report
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APA
Lukas Bauer. (2026, February 13). Connected Tv Industry Statistics. Gitnux. https://gitnux.org/connected-tv-industry-statistics
MLA
Lukas Bauer. "Connected Tv Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/connected-tv-industry-statistics.
Chicago
Lukas Bauer. 2026. "Connected Tv Industry Statistics." Gitnux. https://gitnux.org/connected-tv-industry-statistics.
Sources & references
89 datasets cited across this report · attribution is report-level