The living room is undergoing a revolution, with our TVs transforming into dynamic portals to entertainment and commerce, a shift underscored by a global CTV market that’s not just growing—it's exploding, projected to surge from $28.5 billion to a staggering $100 billion by 2028 as audiences everywhere embrace the power of connected streaming.
Key Takeaways
- In 2023, the global Connected TV (CTV) market was valued at $28.5 billion, growing at a CAGR of 12.4% from 2018-2023
- US CTV households reached 182 million in 2023, representing 84% of all households
- Global CTV ad spend hit $29.6 billion in 2023, up 13% YoY
- US CTV ad spend reached $30 billion in 2024 forecast from 2023 $25B base, up 20%
- CTV video completion rates averaged 85% in 2023 vs 70% for mobile
- 72% of US CTV ad impressions were viewable in Q4 2023
- 45% of US adults 18+ streamed CTV daily in 2023
- Average daily CTV viewing time 108 minutes per US household 2023
- 62% of Gen Z prefer CTV over linear TV in 2023 surveys
- Roku OS monthly active users 81 million in 2023
- Amazon Fire TV active accounts 150 million globally 2023
- Apple TV+ app installs 200 million on CTV devices 2023
- 8K CTV adoption reached 5% of new shipments in 2023 premium segment
- HDR10+ format supported on 60% new CTV models 2023
- Wi-Fi 6 integration in 70% smart TVs shipped 2023
The CTV streaming industry is booming globally with rapid growth in viewers, ad revenue, and device adoption.
Advertising Metrics
- US CTV ad spend reached $30 billion in 2024 forecast from 2023 $25B base, up 20%
- CTV video completion rates averaged 85% in 2023 vs 70% for mobile
- 72% of US CTV ad impressions were viewable in Q4 2023
- Global CTV programmatic ad share hit 65% in 2023
- Average CPM for CTV ads was $25.40 in US 2023
- 40% of CTV ad budgets shifted from linear TV in 2023
- CTV reach exceeded 90% of US adults 18-49 in 2023
- Personalized CTV ads lifted purchase intent by 32% in 2023 studies
- Europe CTV ad spend grew 18% to €8.5 billion in 2023
- 55% of CTV ads used shoppable formats in 2023 pilots
- CTV fraud rate dropped to 4% in 2023 from 12% in 2020
- Brand lift from CTV video ads averaged 15% awareness increase 2023
- 68% of marketers increased CTV budgets by 25%+ in 2023
- Australia CTV CPM averaged AUD 18 in 2023
- CTV dynamic ad insertion grew 50% in volume 2023
- 75% of CTV inventory sold via private marketplaces in 2023 US
- CTV ad recall 2.5x higher than social video in 2023 tests
- Global CTV retail ad spend $6.4 billion in 2023
- UK CTV addressable TV reach 45% households 2023
- CTV 15-sec ad format dominated 60% of spend in 2023
- Brazil CTV ad growth 35% to R$4 billion 2023
- CTV contextual targeting accuracy 92% in 2023
- 82% of CTV viewers 18-34 tolerate ads for free content 2023 survey
- India CTV ad impressions 500 billion in 2023
- CTV cross-screen campaigns ROI 3.2x in 2023 benchmarks
- Japan CTV ad spend ¥300 billion in 2023, up 20%
- CTV audio ads emerged with 10% of video ad volume 2023
- Mexico CTV household ad exposure 80% in 2023
- CTV ROAS averaged 4:1 for e-comm brands 2023
- 65% of global brands ran CTV campaigns in 2023
Advertising Metrics Interpretation
Marketers are racing towards CTV not just because everyone's watching, but because it actually works, with budgets ballooning as it proves it can hold attention better than a phone, get ads seen by real people, and directly move the needle on everything from brand lift to sales, all while cleaning up its act on fraud and finally making TV advertising feel personal and accountable.
Consumer Behavior
- 45% of US adults 18+ streamed CTV daily in 2023
- Average daily CTV viewing time 108 minutes per US household 2023
- 62% of Gen Z prefer CTV over linear TV in 2023 surveys
- 78% of CTV users discover new content via recommendations 2023
- Women 25-54 represent 38% of CTV streaming audience 2023
- 55% of US Hispanics stream CTV more than average 2023
- Peak CTV streaming hours 8-11 PM account for 40% daily usage 2023
- 70% of cord-cutters increased CTV usage post-cable drop 2023
- Sports content drives 25% of CTV engagement globally 2023
- 82% of CTV viewers use voice search weekly 2023
- Millennials binge-watch 5 hours/week on CTV average 2023
- 60% of parents use CTV for kids content daily 2023 US
- Live streaming share of CTV time 15% in 2023
- 75% of CTV users share content socially weekly 2023
- Boomers 55+ CTV adoption 70% in 2023
- Mobile-to-CTV casting occurs 30% of sessions 2023
- 52% prefer ad-supported CTV over paid SVOD 2023 survey
- Average household subscribes to 5.5 CTV services 2023 US
- Gaming consoles drive 20% CTV sessions 2023
- 68% of CTV time news/politics in election year 2023
- Rural US CTV penetration 75% matching urban 2023
- 40% watch international content on CTV weekly 2023
- UK average CTV session 45 minutes 2023
- 85% retention for personalized CTV homepages 2023
- FAST channels viewed by 55% US households monthly 2023
- 62% use CTV for fitness/workout content 2023
- Canada CTV daily reach 80% adults 2023
- 35% of CTV users multitask with phone 2023
Consumer Behavior Interpretation
As a new prime-time colossus, streaming television has not only upended the evening ritual for everyone from Gen Z to boomers, but has also become an indispensable cultural curator, guiding what we watch, how we discover it, and even what we talk about with uncanny precision.
Market Growth and Size
- In 2023, the global Connected TV (CTV) market was valued at $28.5 billion, growing at a CAGR of 12.4% from 2018-2023
- US CTV households reached 182 million in 2023, representing 84% of all households
- Global CTV ad spend hit $29.6 billion in 2023, up 13% YoY
- CTV streaming penetration in Europe reached 65% of TV households by end of 2023
- Asia-Pacific CTV market expected to grow at 15.2% CAGR through 2030, driven by smart TV adoption
- Latin America CTV users increased by 25% in 2023 to 120 million
- CTV device shipments worldwide totaled 250 million units in 2023
- North America accounted for 42% of global CTV revenue in 2023
- CTV market projected to reach $100 billion by 2028 globally
- India CTV subscribers grew 40% YoY to 75 million in 2023
- CTV ad-supported streaming services reached 1.2 billion global users in 2023
- Smart TV market share in CTV ecosystem hit 55% in 2023
- CTV revenue in MENA region doubled to $1.8 billion in 2023
- Global CTV streaming hours consumed rose 20% to 4.5 trillion in 2023
- CTV market in Australia valued at $2.1 billion AUD in 2023, up 18%
- Brazil CTV penetration reached 70% of households in 2023
- CTV gaming integration market grew 30% to $5 billion in 2023
- UK CTV ad market expanded 22% to £1.5 billion in 2023
- CTV e-commerce revenue projected at $10 billion globally by 2025 from 2023 base of $4.2B
- South Korea CTV households at 95% penetration in 2023
- Global CTV SVOD subscribers hit 1.1 billion in 2023
- CTV market CAGR forecasted at 13.5% from 2024-2030
- US FAST channels reached 1,000 in 2023
- China CTV market size $15 billion in 2023, 25% YoY growth
- CTV share of total video ad spend reached 15% globally in 2023
- Germany CTV usage up 28% to 40 million users in 2023
- CTV retail media spend $2.5 billion in US 2023
- Global CTV app downloads exceeded 5 billion in 2023
- France CTV market valued at €2.8 billion in 2023
- CTV penetration in Africa reached 25% in urban areas 2023
Market Growth and Size Interpretation
In a world where linear television is officially sending its "out of office" reply, the global CTV market is not just knocking politely but has already let itself in, grabbed a drink, and is confidently projecting a $100 billion bill on the coffee table by 2028, all while over half of humanity is now comfortably binging on smart TVs, proving the remote control isn't dead—it's just evolved into a smartphone.
Platform Performance
- Roku OS monthly active users 81 million in 2023
- Amazon Fire TV active accounts 150 million globally 2023
- Apple TV+ app installs 200 million on CTV devices 2023
- Samsung Tizen OS CTV share 15% globally 2023
- Google TV/Android TV 220 million devices active 2023
- Netflix CTV streaming hours 50% of total platform 2023
- Hulu live TV subs 4.1 million end 2023
- YouTube CTV watch time doubled YoY to 1 billion hours/day 2023
- Disney+ CTV households 150 million 2023
- Prime Video CTV market share 22% US 2023
- LG webOS CTV OS users 40 million 2023
- Peacock subs 28 million paid 2023
- Vizio SmartCast active users 18 million 2023
- Paramount+ CTV revenue $8 billion annualized 2023
- FAST platform Pluto TV monthly users 80 million 2023
- Hisense VIDAA OS shipped 20 million TVs 2023
- Max (HBO) CTV app sessions 1.5 billion/month 2023
- Tubi FAST viewers 74 million monthly MAUs 2023
- Sony Bravia Core users on PS5 5 million 2023
- Sling TV subs 2 million 2023
- Freevee (Amazon) hours streamed 1.5 billion/month 2023
- Vestel EPG CTV share 12% Europe 2023
- Discovery+ merged into Max, 95 million subs combined 2023
- Xumo Play MAUs 30 million 2023
- Sky Q CTV platform 10 million users UK/Ireland 2023
- FuboTV subs 1.47 million 2023
- TiVo OS on 15 million CTV devices 2023
- Philo subs 800,000 2023
Platform Performance Interpretation
The streaming wars have turned our living rooms into a fragmented battlefield where nearly every tech giant and media company is now a landlord vying for control of our television screens.
Technological Advancements
- 8K CTV adoption reached 5% of new shipments in 2023 premium segment
- HDR10+ format supported on 60% new CTV models 2023
- Wi-Fi 6 integration in 70% smart TVs shipped 2023
- AI-driven content recommendation accuracy 88% on major CTV OS 2023
- Low-latency streaming under 5s achieved on 80% HLS platforms 2023
- Dolby Atmos audio in 55% CTV content catalogs 2023
- Cloud gaming latency on CTV averaged 40ms in 2023 tests
- Matter smart home integration in 25% new CTVs 2023
- AV1 codec compression efficiency 30% better, adopted by 40% CTV apps 2023
- 5G backhaul for live CTV events reduced buffering 50% 2023
- Voice AI assistants on CTV used by 65% users daily 2023
- MicroLED displays in 10% premium CTVs 2023
- Edge computing for CTV ad rendering cut latency 60% 2023
- Blockchain DRM trials on CTV protected 20% premium content 2023
- Ambient computing CTV wake-word accuracy 95% 2023
- HbbTV 2.0+ deployed in 30 countries covering 200M CTVs 2023
- QLED panel efficiency up 25% in 2023 CTV models
- WebAssembly support accelerated CTV apps 3x 2023
- Free ad-supported TV (FAST) channels hit 1,500 globally on CTV 2023
- AR content trials on CTV engaged 15% higher dwell time 2023
- Dynamic metadata for HDR improved contrast 40% 2023
- Thread protocol for CTV IoT mesh 20% faster 2023
- Server-side ad insertion (SSAI) latency under 2s standard 2023
- Mini-LED backlighting in 35% mid-range CTVs 2023
- Eye-tracking personalization beta on Samsung CTVs 2023 accuracy 90%
Technological Advancements Interpretation
Television is no longer just a screen but a hyper-evolved, data-guzzling home hub that's smarter than your average bear, obsessively refining everything from microsecond gaming latency to eerily accurate recommendations, all while pretending it's just here to play your favorite shows.
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