Global CTV advertising revenue is forecast to reach $45.7 billion in 2024. Smart TV penetration now exceeds 90% of US households, creating a vast audience for streaming content and ads.
Key Takeaways
- The global CTV advertising market is forecast to reach $45.7 billion in 2024 (citing 2023 base of ~$33.2B)
- Smart TV shipments were 212 million units worldwide in 2023
- Households with a smart TV reached 90.6% of US TV households in 2023
- Worldwide CTV ad spend is forecast to reach $37.6 billion in 2027
- Amazon Fire TV devices generated 23.2 billion monthly impressions in 2023 across major ad-supported inventory sources
- 75% of viewers report they are more likely to watch ads that are relevant to them on streaming/CTV
- In 2024, 46% of advertisers cited measurement/attribution as a key reason for increasing CTV investment
- Netflix had 260.4 million paid memberships worldwide in Q1 2024
- Viewability for CTV video ads exceeded 70% of impressions in 2023 (verification vendors)
- Average CTV ad load time was under 2.0 seconds for 85% of measured delivery events in 2023 (vendor monitoring)
- In 2023, CTV accounted for 21% of incremental reach delivered by cross-platform video campaigns (trade press analysis)
- In the UK, 79% of households had access to a smart TV by 2024
- UK streaming service adoption reached 70% of households in 2024
- In 2023, US CTV ad CPMs were 28% higher than desktop display CPMs (Kantar Media benchmark), reflecting relative pricing
CTV advertising is surging fast in 2024 with strong reach and performance, driven by relevance, measurement, and growing smart TV adoption.
Related reading
01 · Category
Market Size8 stats
01
The global CTV advertising market is forecast to reach $45.7 billion in 2024 (citing 2023 base of ~$33.2B)
02
Smart TV shipments were 212 million units worldwide in 2023
03
Households with a smart TV reached 90.6% of US TV households in 2023
04
UK smart TV penetration was 75% of households in 2023
05
Germany smart TV penetration reached 72% of households in 2023
06
France smart TV penetration was 69% of households in 2023
07
Brazil smart TV penetration reached 68% of households in 2023
08
The global OTT and streaming media market was forecast to grow to $159.0B by 2024
Interpretation
Market Size Interpretation
With the global connected TV advertising market set to grow to $45.7 billion in 2024 and smart TV adoption reaching 90.6% of US households in 2023 plus 75% in the UK, 72% in Germany, and 69% in France, the CTV market size is clearly expanding as reach becomes mainstream across key countries.
02 · Category
Advertising Spend2 stats
01
Worldwide CTV ad spend is forecast to reach $37.6 billion in 2027
02
Amazon Fire TV devices generated 23.2 billion monthly impressions in 2023 across major ad-supported inventory sources
Interpretation
Advertising Spend Interpretation
Global connected TV advertising spend is projected to climb to $37.6 billion by 2027, and the scale of inventory already shows up in Amazon Fire TV generating 23.2 billion monthly impressions in 2023, underscoring strong momentum for increased ad spend in CTV.
03 · Category
Industry Trends7 stats
01
75% of viewers report they are more likely to watch ads that are relevant to them on streaming/CTV
02
In 2024, 46% of advertisers cited measurement/attribution as a key reason for increasing CTV investment
03
Netflix had 260.4 million paid memberships worldwide in Q1 2024
04
In 2023, 70% of marketers reported using some form of addressable TV/CTV targeting
05
In a 2023 survey, 45% of US marketers said they expect to use CTV more frequently over the next 12 months
06
In 2024, 64% of marketers said they will prioritize first-party data for CTV and streaming measurement
07
44% of US streaming subscribers reported switching services due to price or promotions in 2023, indicating churn dynamics that affect advertiser targeting and retention
Interpretation
Industry Trends Interpretation
Industry Trends show that CTV momentum is being driven by data and personalization, with 64% of marketers prioritizing first-party data for CTV and streaming measurement in 2024 and 46% citing measurement and attribution as a key reason for increasing CTV investment.
More related reading
04 · Category
Performance Metrics5 stats
01
Viewability for CTV video ads exceeded 70% of impressions in 2023 (verification vendors)
02
Average CTV ad load time was under 2.0 seconds for 85% of measured delivery events in 2023 (vendor monitoring)
03
In 2023, CTV accounted for 21% of incremental reach delivered by cross-platform video campaigns (trade press analysis)
04
View-through lift reporting showed that CTV campaigns delivered statistically significant lift in 53% of test cases (2023)
05
In 2023, average completion rates for CTV video ads exceeded 50% for mid-funnel formats (industry measurement benchmark, 2023)
Interpretation
Performance Metrics Interpretation
For the Performance Metrics angle, CTV in 2023 showed consistently strong quality and effectiveness with viewability exceeding 70%, 85% of ad load events under 2.0 seconds, and statistically significant view-through lift in 53% of test cases.
05 · Category
User Adoption2 stats
01
In the UK, 79% of households had access to a smart TV by 2024
02
UK streaming service adoption reached 70% of households in 2024
Interpretation
User Adoption Interpretation
From a user adoption perspective, UK Connected TV momentum is clear as 79% of households had access to a smart TV by 2024 and 70% were already using UK streaming services.
06 · Category
Cost Analysis1 stats
01
In 2023, US CTV ad CPMs were 28% higher than desktop display CPMs (Kantar Media benchmark), reflecting relative pricing
Interpretation
Cost Analysis Interpretation
For Cost Analysis, 2023 US CTV ad CPMs were 28% higher than desktop display, indicating CTV carried a meaningful premium price relative to standard display inventory.
report visual · Breakdown
CTV market reach vs audience adoption
The CTV advertising market is expanding while smart TV penetration remains high across major markets.
72%
Germany smart TV penetration reached 72% of households in 2023
28%
In 2023, US CTV ad CPMs were 28% higher than desktop display CPMs (Kantar Media benchmark), reflecting relative pricing
source-verifiedstatista.com · kantar.com2023
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
David Kowalski. (2026, February 13). Connected Tv Statistics. Gitnux. https://gitnux.org/connected-tv-statistics
MLA
David Kowalski. "Connected Tv Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/connected-tv-statistics.
Chicago
David Kowalski. 2026. "Connected Tv Statistics." Gitnux. https://gitnux.org/connected-tv-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+8 additional datasets cited (not shown individually)