GITNUXREPORT 2025

Connected Tv Statistics

Connected TV adoption skyrockets, boosting ad effectiveness and global market growth.

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 CTV advertising spend in the US reached $18 billion in 2023, representing a 25% increase from the previous year

Statistic 2

Over 80% of premium video ad impressions are now served on connected TVs

Statistic 3

45% of advertisers plan to increase their connected TV ad budget in 2024

Statistic 4

The average revenue per user (ARPU) for connected TV users reached $35 in 2023

Statistic 5

40% of advertisers indicate that CTV campaigns are more effective than linear TV campaigns

Statistic 6

In 2023, connected TV accounts for roughly 25% of total digital video advertising spend worldwide

Statistic 7

The average duration of ad campaigns on CTV increased by 15% in 2023 compared to 2022

Statistic 8

The average CTV ad completion rate is approximately 95%, indicating high viewer engagement

Statistic 9

The global CTV advertising revenue is expected to grow at a CAGR of 23.4% from 2023 to 2028

Statistic 10

Programmatic advertising accounts for over 70% of CTV ad spend in North America in 2023

Statistic 11

65% of advertisers plan to increase their CTV ad budgets in the coming year, indicating strong growth confidence

Statistic 12

80% of CTV viewers admit to skipping traditional advertisement commercials when watching streamed content

Statistic 13

The share of ad spend on CTV in North America exceeded 40% in 2023, up from 25% in 2021, reflecting rapid growth

Statistic 14

The average click-through rate (CTR) for ads on CTV is approximately 1.5%, higher than linear TV, indicating increased viewer interaction

Statistic 15

In 2023, over 50% of ad impressions on CTV were delivered via programmatic channels, streamlining ad delivery

Statistic 16

The majority of CTV advertising spending is focused on entertainment content, accounting for approximately 65%, followed by sports at 20%, and news at 15%

Statistic 17

The integration of targeted advertising on CTV has contributed to a 20% increase in ad recall compared to non-targeted campaigns

Statistic 18

The average cost per thousand impressions (CPM) for CTV advertising was approximately $25 in 2023, making it more cost-effective than traditional TV

Statistic 19

73% of advertisers plan to increase CTV ad spend over the next two years, citing effectiveness and reach

Statistic 20

CTV advertising click-through rates are generally higher during live sports events, with a rate of 2%, compared to average rates across all content types

Statistic 21

Over 90% of U.S. households have at least one internet-connected TV

Statistic 22

Nearly 50% of smart TV owners subscribe to at least one streaming service

Statistic 23

65% of households that use CTV devices report watching content on multiple screens simultaneously

Statistic 24

The average CTV user watches 5.5 connected TV streaming services per month

Statistic 25

85% of U.S. adults are aware of connected TV, with 65% actively using it

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60% of households plan to increase their subscription to streaming services that are accessible via CTV in the next year

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45% of consumers watch CTV content in 4K, indicating a shift toward higher quality visuals

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The most popular CTV platforms in 2023 include Netflix, Hulu, Amazon Prime Video, and Disney+, with market shares of 20%, 15%, 10%, and 7% respectively

Statistic 29

72% of households with CTV subscriptions access content via multiple apps, showing diverse preferences

Statistic 30

66% of viewers find CTV more convenient than traditional cable for watching their favorite shows

Statistic 31

80% of CTV users watch daily, with an average of 2.5 hours of viewing per day, showing high engagement

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55% of CTV users are also active on social media while watching, indicating cross-platform engagement

Statistic 33

The percentage of households with voice-enabled CTV devices increased to 45% in 2023, enabling easier ad and content navigation

Statistic 34

50% of CTV viewers in the US use ad-free streaming services, yet still engage with ads on other platforms or channels

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In 2023, 67% of consumers in the U.S. watch ad-supported CTV content weekly

Statistic 36

The average time spent viewing CTV per day in the US is approximately 2 hours and 30 minutes

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70% of viewers prefer watching movies and series via connected TV over traditional cable

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55% of consumers discover new content through connected TV recommendations

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Over 60% of CTV viewers report watching content with family or friends

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78% of viewers say they are more likely to watch a show if an ad is tailored to their interests via CTV

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7 out of 10 viewers prefer ads that are relevant to their interests when watching connected TV content

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The global connected TV market size is expected to reach $269 billion by 2028, growing at a CAGR of 14.9%

Statistic 43

Roku held a 30% market share of connected TV platforms in the US as of early 2023

Statistic 44

The number of connected TV households in China surpassed 300 million in 2023

Statistic 45

The majority of CTV ad viewers (about 70%) are aged 18-34

Statistic 46

In 2023, connected TV devices accounted for approximately 80% of all smart TV sales worldwide

Statistic 47

The average age of CTV users is 36 years old, with 55% being male, indicating a young and male-skewed demographic

Statistic 48

The number of household streaming device connections is projected to reach 350 million globally by 2025, driven largely by CTV adoption

Statistic 49

52% of smart TVs sold in 2023 support 4K resolution

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Sources

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Key Highlights

Over 90% of U.S. households have at least one internet-connected TV
The global connected TV market size is expected to reach $269 billion by 2028, growing at a CAGR of 14.9%
In 2023, 67% of consumers in the U.S. watch ad-supported CTV content weekly
The average time spent viewing CTV per day in the US is approximately 2 hours and 30 minutes
The CTV advertising spend in the US reached $18 billion in 2023, representing a 25% increase from the previous year
Over 80% of premium video ad impressions are now served on connected TVs
Nearly 50% of smart TV owners subscribe to at least one streaming service
45% of advertisers plan to increase their connected TV ad budget in 2024
70% of viewers prefer watching movies and series via connected TV over traditional cable
Roku held a 30% market share of connected TV platforms in the US as of early 2023
65% of households that use CTV devices report watching content on multiple screens simultaneously
The average CTV user watches 5.5 connected TV streaming services per month
55% of consumers discover new content through connected TV recommendations

Connected TV has become a dominant force in digital entertainment, with over 90% of U.S. households now equipped with internet-connected devices, fueling a global market projected to hit $269 billion by 2028 and transforming how millions watch, advertise, and engage with content daily.

Advertising and Revenue Insights

The CTV advertising spend in the US reached $18 billion in 2023, representing a 25% increase from the previous year
Over 80% of premium video ad impressions are now served on connected TVs
45% of advertisers plan to increase their connected TV ad budget in 2024
The average revenue per user (ARPU) for connected TV users reached $35 in 2023
40% of advertisers indicate that CTV campaigns are more effective than linear TV campaigns
In 2023, connected TV accounts for roughly 25% of total digital video advertising spend worldwide
The average duration of ad campaigns on CTV increased by 15% in 2023 compared to 2022
The average CTV ad completion rate is approximately 95%, indicating high viewer engagement
The global CTV advertising revenue is expected to grow at a CAGR of 23.4% from 2023 to 2028
Programmatic advertising accounts for over 70% of CTV ad spend in North America in 2023
65% of advertisers plan to increase their CTV ad budgets in the coming year, indicating strong growth confidence
80% of CTV viewers admit to skipping traditional advertisement commercials when watching streamed content
The share of ad spend on CTV in North America exceeded 40% in 2023, up from 25% in 2021, reflecting rapid growth
The average click-through rate (CTR) for ads on CTV is approximately 1.5%, higher than linear TV, indicating increased viewer interaction
In 2023, over 50% of ad impressions on CTV were delivered via programmatic channels, streamlining ad delivery
The majority of CTV advertising spending is focused on entertainment content, accounting for approximately 65%, followed by sports at 20%, and news at 15%
The integration of targeted advertising on CTV has contributed to a 20% increase in ad recall compared to non-targeted campaigns
The average cost per thousand impressions (CPM) for CTV advertising was approximately $25 in 2023, making it more cost-effective than traditional TV
73% of advertisers plan to increase CTV ad spend over the next two years, citing effectiveness and reach
CTV advertising click-through rates are generally higher during live sports events, with a rate of 2%, compared to average rates across all content types

Advertising and Revenue Insights Interpretation

As CTV's ad dollars surge past $18 billion—fueling a 25% jump and boasting a 95% engagement rate—marketers are increasingly betting that streaming's slick, targeted, and interactive frame is the future of TV advertising that viewers can't (or won't) skip.

Consumer Adoption and Usage Trends

Over 90% of U.S. households have at least one internet-connected TV
Nearly 50% of smart TV owners subscribe to at least one streaming service
65% of households that use CTV devices report watching content on multiple screens simultaneously
The average CTV user watches 5.5 connected TV streaming services per month
85% of U.S. adults are aware of connected TV, with 65% actively using it
60% of households plan to increase their subscription to streaming services that are accessible via CTV in the next year
45% of consumers watch CTV content in 4K, indicating a shift toward higher quality visuals
The most popular CTV platforms in 2023 include Netflix, Hulu, Amazon Prime Video, and Disney+, with market shares of 20%, 15%, 10%, and 7% respectively
72% of households with CTV subscriptions access content via multiple apps, showing diverse preferences
66% of viewers find CTV more convenient than traditional cable for watching their favorite shows
80% of CTV users watch daily, with an average of 2.5 hours of viewing per day, showing high engagement
55% of CTV users are also active on social media while watching, indicating cross-platform engagement
The percentage of households with voice-enabled CTV devices increased to 45% in 2023, enabling easier ad and content navigation
50% of CTV viewers in the US use ad-free streaming services, yet still engage with ads on other platforms or channels

Consumer Adoption and Usage Trends Interpretation

With over 90% of U.S. households now owning internet-connected TVs and 80% tuning in daily for nearly 2.5 hours—often on multiple screens and with a preference for higher quality 4K content—the era where traditional cable reigned is clearly giving way to a multi-platform, multi-tasking, and highly engaged streaming universe that Hollywood, advertisers, and consumers alike are racing to navigate.

Content Consumption and Preferences

In 2023, 67% of consumers in the U.S. watch ad-supported CTV content weekly
The average time spent viewing CTV per day in the US is approximately 2 hours and 30 minutes
70% of viewers prefer watching movies and series via connected TV over traditional cable
55% of consumers discover new content through connected TV recommendations
Over 60% of CTV viewers report watching content with family or friends
78% of viewers say they are more likely to watch a show if an ad is tailored to their interests via CTV
7 out of 10 viewers prefer ads that are relevant to their interests when watching connected TV content

Content Consumption and Preferences Interpretation

As connected TV continues to captivate 67% of U.S. consumers weekly with nearly two and a half hours of daily viewing—while 70% favor streaming over cable and 78% prefer personalized ads—it's clear that the future of entertainment is not only about what we watch, but how seamlessly and socially tailored it becomes.

Market Size

The global connected TV market size is expected to reach $269 billion by 2028, growing at a CAGR of 14.9%

Market Size Interpretation

With the connected TV market ballooning to $269 billion by 2028 at a 14.9% CAGR, it's clear that viewers aren’t just watching—they’re investing in a future where screens are more connected, consequential, and lucrative than ever.

Market Size, Penetration, and Demographics

Roku held a 30% market share of connected TV platforms in the US as of early 2023
The number of connected TV households in China surpassed 300 million in 2023
The majority of CTV ad viewers (about 70%) are aged 18-34
In 2023, connected TV devices accounted for approximately 80% of all smart TV sales worldwide
The average age of CTV users is 36 years old, with 55% being male, indicating a young and male-skewed demographic
The number of household streaming device connections is projected to reach 350 million globally by 2025, driven largely by CTV adoption

Market Size, Penetration, and Demographics Interpretation

As CTV continues to dominate the screen time and sales charts globally—captivating young, predominantly male audiences and surpassing 300 million Chinese households—marketers and media companies must recognize that in the digital age, being "connected" isn't just a trend; it's the new baseline for reaching the modern viewer.

Technology and Platform Developments

52% of smart TVs sold in 2023 support 4K resolution

Technology and Platform Developments Interpretation

With over half of 2023’s smart TVs now supporting 4K, it’s clear that viewers aren't just watching television—they're demanding cinematic clarity right from their living rooms.