US connected television ad impressions reached 2.5 trillion. Connected television now accounts for 40 percent of total US television ad spend. The statistics detail programmatic allocation, brand lift comparisons, and revenue patterns across retail, political, and out-of-home formats.
Key Takeaways
- 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.
- 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 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.
- 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.
- 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.
US CTV is booming with surging programmatic spend and massive viewing, driving faster growth than other screens.
Related reading
01 · Category
Advertising and Revenue29 stats
01
70% of US CTV ad spend allocated to programmatic buying.
02
CTV video ads deliver 1.7x higher brand lift than mobile.
03
US CTV ad impressions grew 35% to 2.5 trillion in 2023.
04
Global CTV ad revenue share of TV total reached 38% in 2023.
05
FAST CTV channels generated $2.5 billion globally in 2023.
06
45% of CTV ads in US are shoppable formats.
07
CTV CPMs averaged $25in the US, 20% higher than desktop.
08
Retail media CTV spend hit $1.8 billion in 2023.
09
55% ROI uplift from personalized CTV ads vs. standard.
10
Political CTV ad spend in US reached $1.4 billion in 2023 cycle.
11
CTV out-of-home ad market valued at $800 million globally.
12
62% of brands plan to increase CTV budgets by 20% in 2024.
13
UK CTV ad revenue grew 24% to £3.2 billion in 2023.
14
CTV social commerce ads generated $500 million in sales.
15
Average CTV completion rates at 85% vs. 70% for mobile video.
16
Gaming CTV ad spend up 40% to $900 million globally.
17
48% of CTV inventory now addressable for targeting.
18
Pharma CTV ads reached 15% market share in health category.
19
CTV affiliate revenue for broadcasters hit $4 billion US.
20
Asia CTV ad market at $12 billion, led by China at 60%.
21
CTV dynamic ad insertion grew 50% in adoption rate.
22
Automotive brands spent $2.1 billion on CTV ads in US.
23
CTV podcast companion ads revenue at $300 million.
24
35% of CTV revenue from sponsorships and branded content.
25
CPG CTV spend increased 28% to $1.5 billion globally.
26
CTV header bidding adoption at 75% of publishers.
27
Travel industry CTV ads post-pandemic recovery to $700M.
28
CTV 360 video ad formats used in 12% of campaigns.
29
Financial services CTV revenue share at 8% of total ads.
Interpretation
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.
02 · Category
Consumer Behavior and Adoption27 stats
01
65% of US adults have at least one CTV device, up from 55% in 2022.
02
78% of US CTV viewers watch daily, averaging 2.5 hours per day.
03
62% of global consumers prefer CTV for streaming over traditional cable.
04
US Gen Z CTV usage at 92% penetration, highest demographic.
05
55% of CTV users cut the cord from linear TV in 2023.
06
Average US household streams 5.2 hours of CTV content daily.
07
71% of UK viewers use CTV for live sports consumption.
08
48% of global CTV users share passwords across households.
09
US Hispanics over-index CTV adoption by 15% vs. general population.
10
67% of CTV viewers multitask with second screens.
11
82% of millennials prefer ad-supported CTV tiers.
12
Daily CTV viewing time in Europe averages 3 hours per person.
13
59% of US parents use CTV for kids' content daily.
14
74% of CTV users discover new shows via recommendations.
15
Boomers represent 25% of CTV streaming hours despite lower adoption.
16
66% of global consumers cite convenience as top CTV reason.
17
US rural CTV adoption lags urban by 12% at 70% penetration.
18
53% of CTV viewers binge-watch series weekly.
19
Women account for 52% of total CTV viewing time globally.
20
69% of Indians access CTV via mobile casting.
21
61% of CTV users prefer voice search for content.
22
Australia sees 80% of viewers using CTV for news.
23
57% of low-income US households rely solely on CTV.
24
73% of CTV adoption driven by original content availability.
25
Brazil CTV daily usage averages 4 hours per household.
26
64% of seniors over 65 now stream on CTV regularly.
27
76% of CTV viewers pause and resume content across devices.
Interpretation
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.
03 · Category
Content and Programming30 stats
01
US CTV original content spend reached $18 billion in 2023.
02
FAST channels worldwide exceeded 1,500 in number by 2023.
03
40% of CTV viewing is live/linear content.
04
Sports streaming on CTV accounted for 25% of peak hours.
05
User-generated CTV content views up 45% YoY.
06
55% of SVOD content on CTV is binge-eligible series.
07
Global news CTV channels reached 200 million monthly users.
08
Kids programming on CTV grew 30% in hours available.
09
28% of CTV content is international co-productions.
10
Music videos dominate 15% of non-premium CTV slots.
11
Premium SVOD exclusives drive 60% of CTV subscriptions.
12
Gaming streams on CTV averaged 500 million hours monthly.
13
42% of CTV movies are classics or back-catalog.
14
Local content localization on CTV at 70% in emerging markets.
15
Reality TV shows 20% of top 100 CTV programs globally.
16
Educational content views on CTV up 35% post-pandemic.
17
65% of CTV dramas feature diverse casts.
18
Horror genre CTV consumption spiked 50% in October 2023.
19
Australia FAST services offer 500+ channels.
20
CTV anime streaming hours reached 1 billion annually.
21
33% of CTV viewing is short-form vertical video.
22
Documentary channels on CTV grew to 300 globally.
23
Lifestyle content 18% of female-targeted CTV hours.
24
India regional language CTV content at 80% of views.
25
Comedy specials account for 12% of event CTV views.
26
50% of CTV sci-fi is original IP.
27
Fitness programming views doubled to 800M hours.
28
Brazil telenovelas dominate 40% of local CTV prime time.
29
True crime series 22% of top scripted CTV genres.
30
Global faith-based CTV channels serve 100M users.
Interpretation
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.
More related reading
04 · Category
Market Size and Growth30 stats
01
The US CTV advertising market grew by 22% year-over-year to $21.3 billion in 2023.
02
Global CTV market revenue is projected to reach $187.6 billion by 2027.
03
CTV penetration in US households reached 82% in 2023.
04
The CTV ad market in North America expanded at a CAGR of 18.5% from 2019-2023.
05
Worldwide CTV device shipments hit 150 million units in 2023.
06
US CTV video ad spending forecasted to hit $30 billion in 2024.
07
CTV market share of total TV ad spend reached 40% in the US by Q4 2023.
08
Global CTV subscriptions grew 15% to 1.2 billion in 2023.
09
European CTV market valued at €12.5 billion in 2023.
10
Asia-Pacific CTV ad revenue surged 28% to $8.4 billion in 2023.
11
US smart TV market size was $15.2 billion in 2023.
12
CTV accounted for 35% of global video ad impressions in 2023.
13
Latin America CTV market grew 25% YoY to $2.1 billion.
14
CTV households worldwide reached 650 million in 2023.
15
UK CTV ad spend hit £2.8 billion, up 20% in 2023.
16
CTV streaming hours in US increased 12% to 4.1 trillion annually in 2023.
17
Global OTT CTV revenue projected at $300 billion by 2028.
18
CTV ad market CAGR expected at 16% through 2027 globally.
19
Australia CTV penetration at 75% of households in 2023.
20
CTV device market in India valued at $1.5 billion in 2023.
21
US CTV FAST channels revenue reached $1.2 billion in 2023.
22
Global CTV market share of TV viewing hit 45% in 2023.
23
Brazil CTV ad spend grew 30% to R$3.5 billion in 2023.
24
CTV market in Middle East valued at $900 million in 2023.
25
Worldwide CTV app downloads exceeded 2 billion in 2023.
26
Canada CTV ad market at CAD 2.1 billion, up 18% in 2023.
27
CTV contributed 28% to global digital ad growth in 2023.
28
France CTV households reached 25 million in 2023.
29
CTV market revenue in Germany hit €4.2 billion in 2023.
30
Global CTV hardware shipments forecasted to grow 10% CAGR to 2028.
Interpretation
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.
05 · Category
Technology and Devices30 stats
01
75% of Roku smart TVs run OS 11 or later with AV1 support.
02
Amazon Fire TV devices hold 35% US CTV OS market share.
03
4K UHD penetration in CTV devices reached 68% globally.
04
HDR10+ adopted in 45% of new Samsung CTVs in 2023.
05
Google TV/Android TV on 40% of global smart TVs.
06
Wi-Fi 6 enabled in 55% of premium CTV devices shipped.
07
Apple TV 4K sales hit 20 million units cumulatively.
08
60% of CTV apps now support Dolby Atmos audio.
09
Gaming CTV consoles like PS5 represent 15% of devices.
10
8K TV shipments grew 200% but still under 1% market.
11
Voice assistants integrated in 85% of new CTVs.
12
Hybrid broadcast-broadband TV (HbbTV) in 30% Europe devices.
13
50% of CTV traffic now via IPv6 addressing.
14
OLED panels in 12% of premium CTV sales.
15
Matter smart home compatibility in 20% CTV OS.
16
5G fixed wireless powers 10% rural CTV broadband.
17
MicroLED prototypes in 5 high-end CTV models launched.
18
Thread protocol for IoT in 15% smart CTVs.
19
AI upscaling used in 70% LG CTV models.
20
HDMI 2.1 ports standard in 65% gaming CTVs.
21
Low latency modes (ALLM) in 80% 2023 TVs.
22
Free ad-supported TV OS like Vizio hold 10% share.
23
Quantum dot tech in 40% mid-range CTVs.
24
Remote-free gesture control in 8% premium models.
25
Energy-efficient CTVs with 30% lower power draw certified.
26
Multi-view split-screen in 25% sports-oriented CTVs.
27
India CTV average screen size at 55 inches.
28
Rollable OLED CTVs demoed but 0.1% market.
29
Blockchain DRM in 5% secure CTV platforms.
30
AR content overlay support in 12% developer CTV SDKs.
Interpretation
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.
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
Catherine Wu. (2026, February 13). Ctv Industry Statistics. Gitnux. https://gitnux.org/ctv-industry-statistics
MLA
Catherine Wu. "Ctv Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/ctv-industry-statistics.
Chicago
Catherine Wu. 2026. "Ctv Industry Statistics." Gitnux. https://gitnux.org/ctv-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
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