With the Connected TV market exploding to a staggering $15.5 billion globally and now reaching 87% of U.S. TV households, the living room screen has become the new epicenter of entertainment, advertising, and even shopping.
Key Takeaways
- Global CTV market size reached $15.5 billion in 2022
- US CTV households numbered 146 million in 2023
- CTV market projected to grow at 12.5% CAGR through 2028
- CTV penetration in US reached 87% of TV households in 2023
- 76% of US broadband households subscribe to at least one CTV service
- Global CTV usage averages 2.5 hours per day per user in 2023
- US CTV ad spend hit $25 billion in 2023
- Global CTV advertising market $30 billion projected 2024
- FAST channels generated $2.5 billion revenue 2023
- CTV average time spent viewing 94 minutes daily US 2023
- 35% of US TV time now CTV vs linear 2023
- Sports content 25% of CTV viewing hours 2023
- CTV projected to 90% US TV households by 2027
- Global CTV ad spend to hit $50 billion by 2028
- FAST channels to 40% of CTV revenue by 2027
The Connected TV market is booming with massive growth in households, ad revenue, and diverse global usage.
Ad Revenue
1US CTV ad spend hit $25 billion in 2023
Verified2Global CTV advertising market $30 billion projected 2024
Verified3FAST channels generated $2.5 billion revenue 2023
Verified4CTV ad share of total video ads 45% in US 2023
Directional5Programmatic CTV ads $10 billion US 2023
Single source6Retail media CTV spend $1.8 billion 2023
Verified7CTV local ads revenue up 30% to $3 billion 2023
Verified8Political CTV ad spend $1.2 billion in 2023 elections
Verified9Automotive CTV ads $800 million US 2023
Directional10Pharma CTV advertising $500 million 2023
Single source11CPG brands CTV spend grew 40% to $2 billion 2023
Verified12Travel industry CTV ads $600 million post-pandemic 2023
Verified13Finance sector CTV revenue $400 million 2023
Verified14Gaming CTV ads hit $1 billion globally 2023
Directional15Sports betting CTV spend $700 million US 2023
Single source16Home goods CTV ads $900 million 2023
Verified17Telecom CTV advertising $1.5 billion 2023
Verified18Insurance CTV spend up 25% to $550 million 2023
Verified19E-commerce CTV direct response $2.2 billion 2023
Directional20Alcohol brands CTV ads $300 million Super Bowl 2023
Single source21Fashion retail CTV revenue $750 million 2023
Verified22Tech gadgets CTV spend $1.1 billion 2023
Verified23Food delivery CTV ads $650 million 2023
Verified24Streaming service self-promotion CTV $4 billion 2023
Directional25Hispanic-targeted CTV ads $1.3 billion US 2023
Single sourceAd Revenue Interpretation
Connected TV has become America’s virtual town square, where brands from politics to potato chips now spend billions to politely interrupt your streaming, proving that the real prime-time drama is the relentless, data-driven auction for your attention between shows.
Future Projections
1CTV projected to 90% US TV households by 2027
Verified2Global CTV ad spend to hit $50 billion by 2028
Verified3FAST channels to 40% of CTV revenue by 2027
Verified4AI personalization in CTV to 80% adoption by 2026
Directional55G boosts CTV mobile integration to 60% by 2028
Single source6CTV e-commerce transactions $20 billion annually by 2027
Verified7AR/VR CTV content 15% market share by 2030
Verified8Global CTV households 2 billion by 2028
Verified9Programmatic CTV 70% of ad buys by 2026
Directional10CTV sports rights to double to $20 billion by 2027
Single source11Privacy-first CTV tech 90% compliance by 2025
Verified12CTV gaming streams 25% viewing by 2028
Verified13Local CTV ads automated 50% by 2026
Verified14SVOD churn to stabilize at 20% with CTV bundles 2027
Directional15CTV retail media to $10 billion by 2028
Single source16Voice AI CTV control 40% households 2027
Verified17CTV news interactive 30% engagement by 2026
Verified18Global FAST channels 1,000+ by 2027
Verified19CTV health content personalized 50% by 2028
Directional20Edtech CTV platforms $5 billion by 2030
Single sourceFuture Projections Interpretation
While the traditional TV set is fast becoming a dignified antique, the Connected TV is rapidly evolving into a personalized, interactive, ad-supported, and occasionally shoppable nerve center for our homes, predicted to soon be as ubiquitous as it is intrusive.
Market Size
1Global CTV market size reached $15.5 billion in 2022
Verified2US CTV households numbered 146 million in 2023
Verified3CTV market projected to grow at 12.5% CAGR through 2028
Verified4CTV device shipments hit 45 million units in 2023
Directional5Europe CTV market valued at $4.2 billion in 2023
Single source6CTV streaming market share was 38% of total TV in 2023
Verified7Asia-Pacific CTV market to reach $10 billion by 2027
Verified8Smart TV market within CTV valued at $250 billion in 2023
Verified9CTV OEM market grew 15% YoY in 2023
Directional10Latin America CTV penetration at 65% households in 2023
Single source11CTV market revenue from subscriptions hit $8 billion US in 2023
Verified12Global CTV ad-supported tier revenue $3.5 billion in 2023
Verified13CTV hardware market share Roku 40% in 2023
Verified14CTV software market to grow 18% annually to 2030
Directional15US CTV market dominated by FAST channels at 25% share
Single source16CTV gaming integration market $1.2 billion in 2023
Verified17Middle East CTV market expansion 22% in 2023
Verified18CTV e-commerce enablement market $500 million 2023
Verified19Africa CTV smart device adoption doubled to 20 million in 2023
Directional20CTV enterprise solutions market $2 billion globally 2023
Single source21CTV B2B market growth 28% YoY 2023
Verified22CTV retail media networks market $900 million US 2023
Verified23Global CTV infrastructure spend $6 billion 2023
Verified24CTV health tech integration $400 million market 2023
Directional25CTV education platforms market $1.5 billion 2023
Single source26CTV automotive infotainment $3 billion 2023
Verified27CTV hospitality deployments 50 million rooms 2023
Verified28CTV sports streaming rights $10 billion 2023
Verified29CTV news consumption market $700 million 2023
Directional30CTV weather apps market share 15% of CTV usage 2023
Single sourceMarket Size Interpretation
While the traditional TV may be gasping for its last breath, its smarter, cannibalistic cousin Connected TV is stuffing its face with a $250 billion hardware buffet, gulping down a $10 billion sports streaming rights smoothie, and eyeing the global ad revenue fridge, all while we distractedly scroll past yet another weather app on our couch.
Penetration
1CTV penetration in US reached 87% of TV households in 2023
Verified276% of US broadband households subscribe to at least one CTV service
Verified3Global CTV usage averages 2.5 hours per day per user in 2023
Verified465% of Gen Z viewers prefer CTV over traditional TV
Directional5UK CTV household penetration at 82% in 2023
Single source691% of US CTV users also use linear TV weekly
Verified7India CTV smart TV penetration 45% urban homes 2023
Verified855% of millennials cut cord for CTV only in 2023
Verified9Brazil CTV adoption 70% of pay-TV subs in 2023
Directional1082% of CTV households use Roku devices
Single source11Australia CTV reach 90% of population over 14 in 2023
Verified1268% of boomers now use CTV daily
Verified13Canada CTV penetration 85% households 2023
Verified1440% of global CTV users access via mobile companion apps
Directional15France CTV usage 75% of TV time 2023
Single source1652% of Hispanics in US prefer CTV for video
Verified17Germany CTV smart home integration 60% penetration 2023
Verified1877% of parents use CTV for kids content
Verified19Japan CTV adoption lags at 55% households 2023
Directional2085% of US sports fans use CTV platforms
Single source21Mexico CTV penetration 62% urban areas 2023
Verified2270% of gamers access CTV via consoles 2023
Verified23South Korea CTV 95% household saturation 2023
Verified2445% of rural US now has CTV access 2023
Directional25Italy CTV share of viewing 50% in 2023
Single source2660% of women 25-54 primary CTV decision makers
Verified27Spain CTV penetration 78% homes 2023
Verified2833% of CTV users have 5+ apps installed 2023
Verified29Turkey CTV growth to 50% penetration 2023
DirectionalPenetration Interpretation
The traditional TV is now the guest of honor at its own funeral, as the world’s living rooms overwhelmingly tune in through connected devices, proving that while we haven't stopped watching the box, we have definitively commandeered its remote.
Viewing Habits
1CTV average time spent viewing 94 minutes daily US 2023
Verified235% of US TV time now CTV vs linear 2023
Verified3Sports content 25% of CTV viewing hours 2023
Verified4Movies account for 28% CTV consumption 2023
Directional5News clips 15% of daily CTV sessions US 2023
Single source6Binge-watching sessions average 3 episodes CTV 2023
Verified7Live events boost CTV usage 40% on weekends 2023
Verified8Kids content 20% of peak evening CTV hours 2023
Verified9FAST channels viewed 1.5 hours weekly per user 2023
Directional1060% of CTV viewing is on-demand 2023
Single source11Evening prime time CTV share 55% US 2023
Verified12Reality TV 18% CTV popularity ranking 2023
Verified13International content 12% US CTV views 2023
Verified14User-generated CTV content 8% sessions 2023
Directional15Holiday viewing spikes CTV 25% December 2023
Single source16Multi-screen CTV companion 45% users 2023
Verified17Comedy series top CTV genre 22% share 2023
Verified184K content 30% of CTV streams 2023
Verified19Ad-supported CTV viewing equals SVOD 2023
Directional20Women view 10% more lifestyle CTV 2023
Single source21Gen Z skips intros 70% on CTV apps 2023
Verified22Podcasts-to-video CTV 5% emerging habit 2023
Verified23Weather/lifestyle channels 10% FAST viewing 2023
Verified24Voice search initiates 15% CTV sessions 2023
Directional25Interactive CTV shopping during shows 7% engagement 2023
Single sourceViewing Habits Interpretation
The living room has officially been reprogrammed: we now spend over an hour and a half daily in a choose-your-own-adventure broadcast where we binge three episodes of a comedy, half-watch a live game while shopping on our phones, and let the kids commandeer the screen after dinner, all while skipping intros and occasionally asking the TV about the weather.
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