GITNUXREPORT 2026

Ctv Industry Statistics

Connected TV advertising is growing rapidly worldwide, fueled by rising viewership and device adoption.

Alexander Schmidt

Research Analyst specializing in technology and digital transformation trends.

First published: Feb 13, 2026

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Statistic 1

70% of US CTV ad spend allocated to programmatic buying.

Statistic 2

CTV video ads deliver 1.7x higher brand lift than mobile.

Statistic 3

US CTV ad impressions grew 35% to 2.5 trillion in 2023.

Statistic 4

Global CTV ad revenue share of TV total reached 38% in 2023.

Statistic 5

FAST CTV channels generated $2.5 billion globally in 2023.

Statistic 6

45% of CTV ads in US are shoppable formats.

Statistic 7

CTV CPMs averaged $25 in the US, 20% higher than desktop.

Statistic 8

Retail media CTV spend hit $1.8 billion in 2023.

Statistic 9

55% ROI uplift from personalized CTV ads vs. standard.

Statistic 10

Political CTV ad spend in US reached $1.4 billion in 2023 cycle.

Statistic 11

CTV out-of-home ad market valued at $800 million globally.

Statistic 12

62% of brands plan to increase CTV budgets by 20% in 2024.

Statistic 13

UK CTV ad revenue grew 24% to £3.2 billion in 2023.

Statistic 14

CTV social commerce ads generated $500 million in sales.

Statistic 15

Average CTV completion rates at 85% vs. 70% for mobile video.

Statistic 16

Gaming CTV ad spend up 40% to $900 million globally.

Statistic 17

48% of CTV inventory now addressable for targeting.

Statistic 18

Pharma CTV ads reached 15% market share in health category.

Statistic 19

CTV affiliate revenue for broadcasters hit $4 billion US.

Statistic 20

Asia CTV ad market at $12 billion, led by China at 60%.

Statistic 21

CTV dynamic ad insertion grew 50% in adoption rate.

Statistic 22

Automotive brands spent $2.1 billion on CTV ads in US.

Statistic 23

CTV podcast companion ads revenue at $300 million.

Statistic 24

35% of CTV revenue from sponsorships and branded content.

Statistic 25

CPG CTV spend increased 28% to $1.5 billion globally.

Statistic 26

CTV header bidding adoption at 75% of publishers.

Statistic 27

Travel industry CTV ads post-pandemic recovery to $700M.

Statistic 28

CTV 360 video ad formats used in 12% of campaigns.

Statistic 29

Financial services CTV revenue share at 8% of total ads.

Statistic 30

65% of US adults have at least one CTV device, up from 55% in 2022.

Statistic 31

78% of US CTV viewers watch daily, averaging 2.5 hours per day.

Statistic 32

62% of global consumers prefer CTV for streaming over traditional cable.

Statistic 33

US Gen Z CTV usage at 92% penetration, highest demographic.

Statistic 34

55% of CTV users cut the cord from linear TV in 2023.

Statistic 35

Average US household streams 5.2 hours of CTV content daily.

Statistic 36

71% of UK viewers use CTV for live sports consumption.

Statistic 37

48% of global CTV users share passwords across households.

Statistic 38

US Hispanics over-index CTV adoption by 15% vs. general population.

Statistic 39

67% of CTV viewers multitask with second screens.

Statistic 40

82% of millennials prefer ad-supported CTV tiers.

Statistic 41

Daily CTV viewing time in Europe averages 3 hours per person.

Statistic 42

59% of US parents use CTV for kids' content daily.

Statistic 43

74% of CTV users discover new shows via recommendations.

Statistic 44

Boomers represent 25% of CTV streaming hours despite lower adoption.

Statistic 45

66% of global consumers cite convenience as top CTV reason.

Statistic 46

US rural CTV adoption lags urban by 12% at 70% penetration.

Statistic 47

53% of CTV viewers binge-watch series weekly.

Statistic 48

Women account for 52% of total CTV viewing time globally.

Statistic 49

69% of Indians access CTV via mobile casting.

Statistic 50

61% of CTV users prefer voice search for content.

Statistic 51

Australia sees 80% of viewers using CTV for news.

Statistic 52

57% of low-income US households rely solely on CTV.

Statistic 53

73% of CTV adoption driven by original content availability.

Statistic 54

Brazil CTV daily usage averages 4 hours per household.

Statistic 55

64% of seniors over 65 now stream on CTV regularly.

Statistic 56

76% of CTV viewers pause and resume content across devices.

Statistic 57

US CTV original content spend reached $18 billion in 2023.

Statistic 58

FAST channels worldwide exceeded 1,500 in number by 2023.

Statistic 59

40% of CTV viewing is live/linear content.

Statistic 60

Sports streaming on CTV accounted for 25% of peak hours.

Statistic 61

User-generated CTV content views up 45% YoY.

Statistic 62

55% of SVOD content on CTV is binge-eligible series.

Statistic 63

Global news CTV channels reached 200 million monthly users.

Statistic 64

Kids programming on CTV grew 30% in hours available.

Statistic 65

28% of CTV content is international co-productions.

Statistic 66

Music videos dominate 15% of non-premium CTV slots.

Statistic 67

Premium SVOD exclusives drive 60% of CTV subscriptions.

Statistic 68

Gaming streams on CTV averaged 500 million hours monthly.

Statistic 69

42% of CTV movies are classics or back-catalog.

Statistic 70

Local content localization on CTV at 70% in emerging markets.

Statistic 71

Reality TV shows 20% of top 100 CTV programs globally.

Statistic 72

Educational content views on CTV up 35% post-pandemic.

Statistic 73

65% of CTV dramas feature diverse casts.

Statistic 74

Horror genre CTV consumption spiked 50% in October 2023.

Statistic 75

Australia FAST services offer 500+ channels.

Statistic 76

CTV anime streaming hours reached 1 billion annually.

Statistic 77

33% of CTV viewing is short-form vertical video.

Statistic 78

Documentary channels on CTV grew to 300 globally.

Statistic 79

Lifestyle content 18% of female-targeted CTV hours.

Statistic 80

India regional language CTV content at 80% of views.

Statistic 81

Comedy specials account for 12% of event CTV views.

Statistic 82

50% of CTV sci-fi is original IP.

Statistic 83

Fitness programming views doubled to 800M hours.

Statistic 84

Brazil telenovelas dominate 40% of local CTV prime time.

Statistic 85

True crime series 22% of top scripted CTV genres.

Statistic 86

Global faith-based CTV channels serve 100M users.

Statistic 87

The US CTV advertising market grew by 22% year-over-year to $21.3 billion in 2023.

Statistic 88

Global CTV market revenue is projected to reach $187.6 billion by 2027.

Statistic 89

CTV penetration in US households reached 82% in 2023.

Statistic 90

The CTV ad market in North America expanded at a CAGR of 18.5% from 2019-2023.

Statistic 91

Worldwide CTV device shipments hit 150 million units in 2023.

Statistic 92

US CTV video ad spending forecasted to hit $30 billion in 2024.

Statistic 93

CTV market share of total TV ad spend reached 40% in the US by Q4 2023.

Statistic 94

Global CTV subscriptions grew 15% to 1.2 billion in 2023.

Statistic 95

European CTV market valued at €12.5 billion in 2023.

Statistic 96

Asia-Pacific CTV ad revenue surged 28% to $8.4 billion in 2023.

Statistic 97

US smart TV market size was $15.2 billion in 2023.

Statistic 98

CTV accounted for 35% of global video ad impressions in 2023.

Statistic 99

Latin America CTV market grew 25% YoY to $2.1 billion.

Statistic 100

CTV households worldwide reached 650 million in 2023.

Statistic 101

UK CTV ad spend hit £2.8 billion, up 20% in 2023.

Statistic 102

CTV streaming hours in US increased 12% to 4.1 trillion annually in 2023.

Statistic 103

Global OTT CTV revenue projected at $300 billion by 2028.

Statistic 104

CTV ad market CAGR expected at 16% through 2027 globally.

Statistic 105

Australia CTV penetration at 75% of households in 2023.

Statistic 106

CTV device market in India valued at $1.5 billion in 2023.

Statistic 107

US CTV FAST channels revenue reached $1.2 billion in 2023.

Statistic 108

Global CTV market share of TV viewing hit 45% in 2023.

Statistic 109

Brazil CTV ad spend grew 30% to R$3.5 billion in 2023.

Statistic 110

CTV market in Middle East valued at $900 million in 2023.

Statistic 111

Worldwide CTV app downloads exceeded 2 billion in 2023.

Statistic 112

Canada CTV ad market at CAD 2.1 billion, up 18% in 2023.

Statistic 113

CTV contributed 28% to global digital ad growth in 2023.

Statistic 114

France CTV households reached 25 million in 2023.

Statistic 115

CTV market revenue in Germany hit €4.2 billion in 2023.

Statistic 116

Global CTV hardware shipments forecasted to grow 10% CAGR to 2028.

Statistic 117

75% of Roku smart TVs run OS 11 or later with AV1 support.

Statistic 118

Amazon Fire TV devices hold 35% US CTV OS market share.

Statistic 119

4K UHD penetration in CTV devices reached 68% globally.

Statistic 120

HDR10+ adopted in 45% of new Samsung CTVs in 2023.

Statistic 121

Google TV/Android TV on 40% of global smart TVs.

Statistic 122

Wi-Fi 6 enabled in 55% of premium CTV devices shipped.

Statistic 123

Apple TV 4K sales hit 20 million units cumulatively.

Statistic 124

60% of CTV apps now support Dolby Atmos audio.

Statistic 125

Gaming CTV consoles like PS5 represent 15% of devices.

Statistic 126

8K TV shipments grew 200% but still under 1% market.

Statistic 127

Voice assistants integrated in 85% of new CTVs.

Statistic 128

Hybrid broadcast-broadband TV (HbbTV) in 30% Europe devices.

Statistic 129

50% of CTV traffic now via IPv6 addressing.

Statistic 130

OLED panels in 12% of premium CTV sales.

Statistic 131

Matter smart home compatibility in 20% CTV OS.

Statistic 132

5G fixed wireless powers 10% rural CTV broadband.

Statistic 133

MicroLED prototypes in 5 high-end CTV models launched.

Statistic 134

Thread protocol for IoT in 15% smart CTVs.

Statistic 135

AI upscaling used in 70% LG CTV models.

Statistic 136

HDMI 2.1 ports standard in 65% gaming CTVs.

Statistic 137

Low latency modes (ALLM) in 80% 2023 TVs.

Statistic 138

Free ad-supported TV OS like Vizio hold 10% share.

Statistic 139

Quantum dot tech in 40% mid-range CTVs.

Statistic 140

Remote-free gesture control in 8% premium models.

Statistic 141

Energy-efficient CTVs with 30% lower power draw certified.

Statistic 142

Multi-view split-screen in 25% sports-oriented CTVs.

Statistic 143

India CTV average screen size at 55 inches.

Statistic 144

Rollable OLED CTVs demoed but 0.1% market.

Statistic 145

Blockchain DRM in 5% secure CTV platforms.

Statistic 146

AR content overlay support in 12% developer CTV SDKs.

1/146

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Forget the cable box—with the US CTV advertising market exploding by 22% to $21.3 billion in 2023 and global revenue on track to hit $187.6 billion by 2027, connected TV isn't just the future of entertainment; it's the roaring present reshaping how the world watches and advertisers connect.

Key Takeaways

The US CTV advertising market grew by 22% year-over-year to $21.3 billion in 2023.
Global CTV market revenue is projected to reach $187.6 billion by 2027.
CTV penetration in US households reached 82% in 2023.
65% of US adults have at least one CTV device, up from 55% in 2022.
78% of US CTV viewers watch daily, averaging 2.5 hours per day.
62% of global consumers prefer CTV for streaming over traditional cable.
70% of US CTV ad spend allocated to programmatic buying.
CTV video ads deliver 1.7x higher brand lift than mobile.
US CTV ad impressions grew 35% to 2.5 trillion in 2023.
US CTV original content spend reached $18 billion in 2023.
FAST channels worldwide exceeded 1,500 in number by 2023.
40% of CTV viewing is live/linear content.
75% of Roku smart TVs run OS 11 or later with AV1 support.
Amazon Fire TV devices hold 35% US CTV OS market share.
4K UHD penetration in CTV devices reached 68% globally.

Connected TV advertising is growing rapidly worldwide, fueled by rising viewership and device adoption.

Advertising and Revenue

70% of US CTV ad spend allocated to programmatic buying.
CTV video ads deliver 1.7x higher brand lift than mobile.
US CTV ad impressions grew 35% to 2.5 trillion in 2023.
Global CTV ad revenue share of TV total reached 38% in 2023.
FAST CTV channels generated $2.5 billion globally in 2023.
45% of CTV ads in US are shoppable formats.
CTV CPMs averaged $25 in the US, 20% higher than desktop.
Retail media CTV spend hit $1.8 billion in 2023.
55% ROI uplift from personalized CTV ads vs. standard.
Political CTV ad spend in US reached $1.4 billion in 2023 cycle.
CTV out-of-home ad market valued at $800 million globally.
62% of brands plan to increase CTV budgets by 20% in 2024.
UK CTV ad revenue grew 24% to £3.2 billion in 2023.
CTV social commerce ads generated $500 million in sales.
Average CTV completion rates at 85% vs. 70% for mobile video.
Gaming CTV ad spend up 40% to $900 million globally.
48% of CTV inventory now addressable for targeting.
Pharma CTV ads reached 15% market share in health category.
CTV affiliate revenue for broadcasters hit $4 billion US.
Asia CTV ad market at $12 billion, led by China at 60%.
CTV dynamic ad insertion grew 50% in adoption rate.
Automotive brands spent $2.1 billion on CTV ads in US.
CTV podcast companion ads revenue at $300 million.
35% of CTV revenue from sponsorships and branded content.
CPG CTV spend increased 28% to $1.5 billion globally.
CTV header bidding adoption at 75% of publishers.
Travel industry CTV ads post-pandemic recovery to $700M.
CTV 360 video ad formats used in 12% of campaigns.
Financial services CTV revenue share at 8% of total ads.

Advertising and Revenue Interpretation

CTV has become television's shrewd new landlord, collecting premium rent from advertisers through its programmatic pipes, proven brand lift, and a voracious growth spurt fueled by retail, political, and every other sector realizing the couch is now the cash register.

Consumer Behavior and Adoption

65% of US adults have at least one CTV device, up from 55% in 2022.
78% of US CTV viewers watch daily, averaging 2.5 hours per day.
62% of global consumers prefer CTV for streaming over traditional cable.
US Gen Z CTV usage at 92% penetration, highest demographic.
55% of CTV users cut the cord from linear TV in 2023.
Average US household streams 5.2 hours of CTV content daily.
71% of UK viewers use CTV for live sports consumption.
48% of global CTV users share passwords across households.
US Hispanics over-index CTV adoption by 15% vs. general population.
67% of CTV viewers multitask with second screens.
82% of millennials prefer ad-supported CTV tiers.
Daily CTV viewing time in Europe averages 3 hours per person.
59% of US parents use CTV for kids' content daily.
74% of CTV users discover new shows via recommendations.
Boomers represent 25% of CTV streaming hours despite lower adoption.
66% of global consumers cite convenience as top CTV reason.
US rural CTV adoption lags urban by 12% at 70% penetration.
53% of CTV viewers binge-watch series weekly.
Women account for 52% of total CTV viewing time globally.
69% of Indians access CTV via mobile casting.
61% of CTV users prefer voice search for content.
Australia sees 80% of viewers using CTV for news.
57% of low-income US households rely solely on CTV.
73% of CTV adoption driven by original content availability.
Brazil CTV daily usage averages 4 hours per household.
64% of seniors over 65 now stream on CTV regularly.
76% of CTV viewers pause and resume content across devices.

Consumer Behavior and Adoption Interpretation

While the living room television has officially been demoted to a decorative antique, a staggering 65% of US adults now command at least one CTV device, with Gen Z leading the charge at a 92% adoption rate, proving that the future of streaming is not just coming—it’s already binge-watching without us.

Content and Programming

US CTV original content spend reached $18 billion in 2023.
FAST channels worldwide exceeded 1,500 in number by 2023.
40% of CTV viewing is live/linear content.
Sports streaming on CTV accounted for 25% of peak hours.
User-generated CTV content views up 45% YoY.
55% of SVOD content on CTV is binge-eligible series.
Global news CTV channels reached 200 million monthly users.
Kids programming on CTV grew 30% in hours available.
28% of CTV content is international co-productions.
Music videos dominate 15% of non-premium CTV slots.
Premium SVOD exclusives drive 60% of CTV subscriptions.
Gaming streams on CTV averaged 500 million hours monthly.
42% of CTV movies are classics or back-catalog.
Local content localization on CTV at 70% in emerging markets.
Reality TV shows 20% of top 100 CTV programs globally.
Educational content views on CTV up 35% post-pandemic.
65% of CTV dramas feature diverse casts.
Horror genre CTV consumption spiked 50% in October 2023.
Australia FAST services offer 500+ channels.
CTV anime streaming hours reached 1 billion annually.
33% of CTV viewing is short-form vertical video.
Documentary channels on CTV grew to 300 globally.
Lifestyle content 18% of female-targeted CTV hours.
India regional language CTV content at 80% of views.
Comedy specials account for 12% of event CTV views.
50% of CTV sci-fi is original IP.
Fitness programming views doubled to 800M hours.
Brazil telenovelas dominate 40% of local CTV prime time.
True crime series 22% of top scripted CTV genres.
Global faith-based CTV channels serve 100M users.

Content and Programming Interpretation

The streaming industry is frantically trying to be everything to everyone, spending billions to ensure that whether you crave classic movies, live sports, anime marathons, Brazilian soaps, or fitness routines, your screen is now a chaotic but personalized monument to infinite choice.

Market Size and Growth

The US CTV advertising market grew by 22% year-over-year to $21.3 billion in 2023.
Global CTV market revenue is projected to reach $187.6 billion by 2027.
CTV penetration in US households reached 82% in 2023.
The CTV ad market in North America expanded at a CAGR of 18.5% from 2019-2023.
Worldwide CTV device shipments hit 150 million units in 2023.
US CTV video ad spending forecasted to hit $30 billion in 2024.
CTV market share of total TV ad spend reached 40% in the US by Q4 2023.
Global CTV subscriptions grew 15% to 1.2 billion in 2023.
European CTV market valued at €12.5 billion in 2023.
Asia-Pacific CTV ad revenue surged 28% to $8.4 billion in 2023.
US smart TV market size was $15.2 billion in 2023.
CTV accounted for 35% of global video ad impressions in 2023.
Latin America CTV market grew 25% YoY to $2.1 billion.
CTV households worldwide reached 650 million in 2023.
UK CTV ad spend hit £2.8 billion, up 20% in 2023.
CTV streaming hours in US increased 12% to 4.1 trillion annually in 2023.
Global OTT CTV revenue projected at $300 billion by 2028.
CTV ad market CAGR expected at 16% through 2027 globally.
Australia CTV penetration at 75% of households in 2023.
CTV device market in India valued at $1.5 billion in 2023.
US CTV FAST channels revenue reached $1.2 billion in 2023.
Global CTV market share of TV viewing hit 45% in 2023.
Brazil CTV ad spend grew 30% to R$3.5 billion in 2023.
CTV market in Middle East valued at $900 million in 2023.
Worldwide CTV app downloads exceeded 2 billion in 2023.
Canada CTV ad market at CAD 2.1 billion, up 18% in 2023.
CTV contributed 28% to global digital ad growth in 2023.
France CTV households reached 25 million in 2023.
CTV market revenue in Germany hit €4.2 billion in 2023.
Global CTV hardware shipments forecasted to grow 10% CAGR to 2028.

Market Size and Growth Interpretation

The traditional TV is now just a very expensive, very large paperweight as the world has collectively decided that if we must watch ads, we demand the right to choose when and for what, fueling a global, multi-billion dollar rebellion against the scheduled broadcast.

Technology and Devices

75% of Roku smart TVs run OS 11 or later with AV1 support.
Amazon Fire TV devices hold 35% US CTV OS market share.
4K UHD penetration in CTV devices reached 68% globally.
HDR10+ adopted in 45% of new Samsung CTVs in 2023.
Google TV/Android TV on 40% of global smart TVs.
Wi-Fi 6 enabled in 55% of premium CTV devices shipped.
Apple TV 4K sales hit 20 million units cumulatively.
60% of CTV apps now support Dolby Atmos audio.
Gaming CTV consoles like PS5 represent 15% of devices.
8K TV shipments grew 200% but still under 1% market.
Voice assistants integrated in 85% of new CTVs.
Hybrid broadcast-broadband TV (HbbTV) in 30% Europe devices.
50% of CTV traffic now via IPv6 addressing.
OLED panels in 12% of premium CTV sales.
Matter smart home compatibility in 20% CTV OS.
5G fixed wireless powers 10% rural CTV broadband.
MicroLED prototypes in 5 high-end CTV models launched.
Thread protocol for IoT in 15% smart CTVs.
AI upscaling used in 70% LG CTV models.
HDMI 2.1 ports standard in 65% gaming CTVs.
Low latency modes (ALLM) in 80% 2023 TVs.
Free ad-supported TV OS like Vizio hold 10% share.
Quantum dot tech in 40% mid-range CTVs.
Remote-free gesture control in 8% premium models.
Energy-efficient CTVs with 30% lower power draw certified.
Multi-view split-screen in 25% sports-oriented CTVs.
India CTV average screen size at 55 inches.
Rollable OLED CTVs demoed but 0.1% market.
Blockchain DRM in 5% secure CTV platforms.
AR content overlay support in 12% developer CTV SDKs.

Technology and Devices Interpretation

While the battle for your living room heats up with Roku and Amazon holding court and Google lurking in the wings, the real story is a relentless, feature-stuffed arms race where your TV is becoming a too-smart, voice-listening, game-playing, eye-poppingly crisp hub that probably knows more about your broadband and smart home than you do.

Sources & References

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