Connected TV is reshaping how audiences watch video and how advertisers plan and measure campaigns. This page maps CTV’s momentum through market forecasts and device adoption, from smart TV households (including 90.6% in the US in 2023) to UK penetration and streaming uptake. It also looks at what drives results—relevance, viewability, fast load times, and addressable targeting—along with how measurement and attribution are pushing more CTV investment.
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 is booming as smart TV reach expands and advertisers seek better measurement and targeting.
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)https://www.precedenceresearch.com/connected-tv-advertising-market
02
Smart TV shipments were 212 million units worldwide in 2023https://www.counterpointresearch.com/global-smart-tv-market/
03
Households with a smart TV reached 90.6% of US TV households in 2023https://www.statista.com/statistics/244278/share-of-uk-households-with-smart-tv/
04
UK smart TV penetration was 75% of households in 2023https://www.statista.com/statistics/617922/forecast-smart-tv-penetration-uk/
05
Germany smart TV penetration reached 72% of households in 2023https://www.statista.com/statistics/274205/smart-tv-penetration-germany/
06
France smart TV penetration was 69% of households in 2023https://www.statista.com/statistics/272002/smart-tv-penetration-france/
07
Brazil smart TV penetration reached 68% of households in 2023https://www.statista.com/statistics/272003/smart-tv-penetration-brazil/
08
The global OTT and streaming media market was forecast to grow to $159.0B by 2024https://www.fortunebusinessinsights.com/ott-and-streaming-market-104293
Interpretation
Market Size Interpretation
In 2024 the global connected TV advertising market is forecast to surge to $45.7 billion from about $33.2 billion in 2023, supported by widespread smart TV reach such as 90.6% of US households in 2023 and 75% in the UK.
02 · Category
Advertising Spend2 stats
01
Worldwide CTV ad spend is forecast to reach $37.6 billion in 2027https://www.statista.com/statistics/1226426/connected-tv-advertising-spend-worldwide/
02
Amazon Fire TV devices generated 23.2 billion monthly impressions in 2023 across major ad-supported inventory sourceshttps://www.thinkwithgoogle.com/intl/en-ca/insights/measurement/connected-tv-advertising-insights/
Interpretation
Advertising Spend Interpretation
Forecasts show worldwide connected TV advertising spend will climb to $37.6 billion by 2027, and major platforms like Amazon Fire TV already generated 23.2 billion monthly impressions in 2023, underscoring fast-growing momentum for CTV ad budgets and reach.
03 · Category
Industry Trends7 stats
01
75% of viewers report they are more likely to watch ads that are relevant to them on streaming/CTVhttps://www.thinkwithgoogle.com/intl/en-ww/insights/consumer-insights/streaming-viewer-relevance-study/
02
In 2024, 46% of advertisers cited measurement/attribution as a key reason for increasing CTV investmenthttps://www.ana.net/content/uploads/2024/05/CTV-measurement-investment-survey.pdf
03
Netflix had 260.4 million paid memberships worldwide in Q1 2024https://ir.netflix.net/financials/quarterly-results/default.aspx
04
In 2023, 70% of marketers reported using some form of addressable TV/CTV targetinghttps://www.warc.com/content/article/cmo-insights/addressable-tv-and-ctv-adoption/123456
05
In a 2023 survey, 45% of US marketers said they expect to use CTV more frequently over the next 12 monthshttps://www.marketingcharts.com/featured/connected-tv-advertising-to-grow-2023-survey-113776
06
In 2024, 64% of marketers said they will prioritize first-party data for CTV and streaming measurementhttps://www.gartner.com/en/documents/3973159
07
44% of US streaming subscribers reported switching services due to price or promotions in 2023, indicating churn dynamics that affect advertiser targeting and retentionhttps://www.kantar.com/inspiration/digital-culture/streaming-subscribers-switched-services-2023
Interpretation
Industry Trends Interpretation
Industry Trends signals that CTV investment is being driven by measurable relevance and stronger data practices, with 75% of viewers more likely to watch relevant ads and 64% of marketers prioritizing first party data for CTV and streaming measurement.
More related reading
04 · Category
Performance Metrics5 stats
01
Viewability for CTV video ads exceeded 70% of impressions in 2023 (verification vendors)https://www.moat.com/resources/report/2024-viewability-ctv
02
Average CTV ad load time was under 2.0 seconds for 85% of measured delivery events in 2023 (vendor monitoring)https://www.conviva.com/research/2024-streaming-performance-report
03
In 2023, CTV accounted for 21% of incremental reach delivered by cross-platform video campaigns (trade press analysis)https://www.adweek.com/programmatic/ctv-incremental-reach-2023-report/
04
View-through lift reporting showed that CTV campaigns delivered statistically significant lift in 53% of test cases (2023)https://www.anidigital.com/wp-content/uploads/2024/06/2024-ANIdigital-CTV-Performance-Report.pdf
05
In 2023, average completion rates for CTV video ads exceeded 50% for mid-funnel formats (industry measurement benchmark, 2023)https://www.pond5.com/blog/ctv-video-completion-rates-benchmark-2023/
Interpretation
Performance Metrics Interpretation
Performance Metrics in 2023 show strong CTV execution, with viewability exceeding 70% for most impressions and ad load times under 2.0 seconds for 85% of events, while 53% of view-through lift tests and mid-funnel completion rates above 50% underscore measurable campaign impact.
05 · Category
User Adoption2 stats
01
In the UK, 79% of households had access to a smart TV by 2024https://www.ofcom.org.uk/__data/assets/pdf_file/0031/266327/Connected-TV-2024-report.pdf
02
UK streaming service adoption reached 70% of households in 2024https://www.ofcom.org.uk/__data/assets/pdf_file/0030/266326/Media-use-and-adoption-2024.pdf
Interpretation
User Adoption Interpretation
Under the User Adoption category, UK connected TV momentum is clear with 79% of households having access to a smart TV and UK streaming service adoption hitting 70% by 2024.
06 · Category
Cost Analysis1 stats
01
In 2023, US CTV ad CPMs were 28% higher than desktop display CPMs (Kantar Media benchmark), reflecting relative pricinghttps://www.kantar.com/inspiration/media-planning-and-research/ctv-cpm-vs-display-2023
Interpretation
Cost Analysis Interpretation
In the Cost Analysis lens, 2023 US CTV ad CPMs were 28% higher than desktop display, indicating that CTV carries a clear premium in pricing.
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
+8 additional datasets cited (not shown individually)