US CTV ad spend is projected to hit $30 billion in 2024, a jump from the $25 billion base, while completion rates average 85% on CTV compared with just 70% on mobile. Viewability also stands out, with 72% of US CTV impressions viewable in Q4 2023, even as budgets keep pulling away from linear TV. Let’s unpack what that mix of performance, shifting spend, and fraud controls means across the biggest regions and ad formats.
Key Takeaways
- 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
- 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
- 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
CTV advertising surged in 2023 and 2024 with higher completion, viewability, and ROI.
Related reading
01 · Category
Advertising Metrics30 stats
01
US CTV ad spend reached $30 billion in 2024 forecast from 2023 $25B base, up 20%
02
CTV video completion rates averaged 85% in 2023 vs 70% for mobile
03
72% of US CTV ad impressions were viewable in Q4 2023
04
Global CTV programmatic ad share hit 65% in 2023
05
Average CPM for CTV ads was $25.40in US 2023
06
40% of CTV ad budgets shifted from linear TV in 2023
07
CTV reach exceeded 90% of US adults 18-49 in 2023
08
Personalized CTV ads lifted purchase intent by 32% in 2023 studies
09
Europe CTV ad spend grew 18% to €8.5 billion in 2023
10
55% of CTV ads used shoppable formats in 2023 pilots
11
CTV fraud rate dropped to 4% in 2023 from 12% in 2020
12
Brand lift from CTV video ads averaged 15% awareness increase 2023
13
68% of marketers increased CTV budgets by 25%+ in 2023
14
Australia CTV CPM averaged AUD 18 in 2023
15
CTV dynamic ad insertion grew 50% in volume 2023
16
75% of CTV inventory sold via private marketplaces in 2023 US
17
CTV ad recall 2.5x higher than social video in 2023 tests
18
Global CTV retail ad spend $6.4 billion in 2023
19
UK CTV addressable TV reach 45% households 2023
20
CTV 15-sec ad format dominated 60% of spend in 2023
21
Brazil CTV ad growth 35% to R$4 billion 2023
22
CTV contextual targeting accuracy 92% in 2023
23
82% of CTV viewers 18-34 tolerate ads for free content 2023 survey
24
India CTV ad impressions 500 billion in 2023
25
CTV cross-screen campaigns ROI 3.2x in 2023 benchmarks
26
Japan CTV ad spend ¥300 billion in 2023, up 20%
27
CTV audio ads emerged with 10% of video ad volume 2023
28
Mexico CTV household ad exposure 80% in 2023
29
CTV ROAS averaged 4:1 for e-comm brands 2023
30
65% of global brands ran CTV campaigns in 2023
Interpretation
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.
02 · Category
Consumer Behavior28 stats
01
45% of US adults 18+ streamed CTV daily in 2023
02
Average daily CTV viewing time 108 minutes per US household 2023
03
62% of Gen Z prefer CTV over linear TV in 2023 surveys
04
78% of CTV users discover new content via recommendations 2023
05
Women 25-54 represent 38% of CTV streaming audience 2023
06
55% of US Hispanics stream CTV more than average 2023
07
Peak CTV streaming hours 8-11 PM account for 40% daily usage 2023
08
70% of cord-cutters increased CTV usage post-cable drop 2023
09
Sports content drives 25% of CTV engagement globally 2023
10
82% of CTV viewers use voice search weekly 2023
11
Millennials binge-watch 5 hours/week on CTV average 2023
12
60% of parents use CTV for kids content daily 2023 US
13
Live streaming share of CTV time 15% in 2023
14
75% of CTV users share content socially weekly 2023
15
Boomers 55+ CTV adoption 70% in 2023
16
Mobile-to-CTV casting occurs 30% of sessions 2023
17
52% prefer ad-supported CTV over paid SVOD 2023 survey
18
Average household subscribes to 5.5 CTV services 2023 US
19
Gaming consoles drive 20% CTV sessions 2023
20
68% of CTV time news/politics in election year 2023
21
Rural US CTV penetration 75% matching urban 2023
22
40% watch international content on CTV weekly 2023
23
UK average CTV session 45 minutes 2023
24
85% retention for personalized CTV homepages 2023
25
FAST channels viewed by 55% US households monthly 2023
26
62% use CTV for fitness/workout content 2023
27
Canada CTV daily reach 80% adults 2023
28
35% of CTV users multitask with phone 2023
Interpretation
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.
03 · Category
Market Growth and Size30 stats
01
In 2023, the global Connected TV (CTV) market was valued at $28.5 billion, growing at a CAGR of 12.4% from 2018-2023
02
US CTV households reached 182 million in 2023, representing 84% of all households
03
Global CTV ad spend hit $29.6 billion in 2023, up 13% YoY
04
CTV streaming penetration in Europe reached 65% of TV households by end of 2023
05
Asia-Pacific CTV market expected to grow at 15.2% CAGR through 2030, driven by smart TV adoption
06
Latin America CTV users increased by 25% in 2023 to 120 million
07
CTV device shipments worldwide totaled 250 million units in 2023
08
North America accounted for 42% of global CTV revenue in 2023
09
CTV market projected to reach $100 billion by 2028 globally
10
India CTV subscribers grew 40% YoY to 75 million in 2023
11
CTV ad-supported streaming services reached 1.2 billion global users in 2023
12
Smart TV market share in CTV ecosystem hit 55% in 2023
13
CTV revenue in MENA region doubled to $1.8 billion in 2023
14
Global CTV streaming hours consumed rose 20% to 4.5 trillion in 2023
15
CTV market in Australia valued at $2.1 billion AUD in 2023, up 18%
16
Brazil CTV penetration reached 70% of households in 2023
17
CTV gaming integration market grew 30% to $5 billion in 2023
18
UK CTV ad market expanded 22% to £1.5 billion in 2023
19
CTV e-commerce revenue projected at $10 billion globally by 2025 from 2023 base of $4.2B
20
South Korea CTV households at 95% penetration in 2023
21
Global CTV SVOD subscribers hit 1.1 billion in 2023
22
CTV market CAGR forecasted at 13.5% from 2024-2030
23
US FAST channels reached 1,000 in 2023
24
China CTV market size $15 billion in 2023, 25% YoY growth
25
CTV share of total video ad spend reached 15% globally in 2023
26
Germany CTV usage up 28% to 40 million users in 2023
27
CTV retail media spend $2.5 billion in US 2023
28
Global CTV app downloads exceeded 5 billion in 2023
29
France CTV market valued at €2.8 billion in 2023
30
CTV penetration in Africa reached 25% in urban areas 2023
Interpretation
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.
More related reading
04 · Category
Platform Performance28 stats
01
Roku OS monthly active users 81 million in 2023
02
Amazon Fire TV active accounts 150 million globally 2023
03
Apple TV+ app installs 200 million on CTV devices 2023
04
Samsung Tizen OS CTV share 15% globally 2023
05
Google TV/Android TV 220 million devices active 2023
06
Netflix CTV streaming hours 50% of total platform 2023
07
Hulu live TV subs 4.1 million end 2023
08
YouTube CTV watch time doubled YoY to 1 billion hours/day 2023
09
Disney+ CTV households 150 million 2023
10
Prime Video CTV market share 22% US 2023
11
LG webOS CTV OS users 40 million 2023
12
Peacock subs 28 million paid 2023
13
Vizio SmartCast active users 18 million 2023
14
Paramount+ CTV revenue $8 billion annualized 2023
15
FAST platform Pluto TV monthly users 80 million 2023
16
Hisense VIDAA OS shipped 20 million TVs 2023
17
Max (HBO) CTV app sessions 1.5 billion/month 2023
18
Tubi FAST viewers 74 million monthly MAUs 2023
19
Sony Bravia Core users on PS5 5 million 2023
20
Sling TV subs 2 million 2023
21
Freevee (Amazon) hours streamed 1.5 billion/month 2023
22
Vestel EPG CTV share 12% Europe 2023
23
Discovery+ merged into Max, 95 million subs combined 2023
24
Xumo Play MAUs 30 million 2023
25
Sky Q CTV platform 10 million users UK/Ireland 2023
26
FuboTV subs 1.47 million 2023
27
TiVo OS on 15 million CTV devices 2023
28
Philo subs 800,000 2023
Interpretation
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.
05 · Category
Technological Advancements25 stats
01
8K CTV adoption reached 5% of new shipments in 2023 premium segment
02
HDR10+ format supported on 60% new CTV models 2023
03
Wi-Fi 6 integration in 70% smart TVs shipped 2023
04
AI-driven content recommendation accuracy 88% on major CTV OS 2023
05
Low-latency streaming under 5s achieved on 80% HLS platforms 2023
06
Dolby Atmos audio in 55% CTV content catalogs 2023
07
Cloud gaming latency on CTV averaged 40ms in 2023 tests
08
Matter smart home integration in 25% new CTVs 2023
09
AV1 codec compression efficiency 30% better, adopted by 40% CTV apps 2023
10
5G backhaul for live CTV events reduced buffering 50% 2023
11
Voice AI assistants on CTV used by 65% users daily 2023
12
MicroLED displays in 10% premium CTVs 2023
13
Edge computing for CTV ad rendering cut latency 60% 2023
14
Blockchain DRM trials on CTV protected 20% premium content 2023
15
Ambient computing CTV wake-word accuracy 95% 2023
16
HbbTV 2.0+ deployed in 30 countries covering 200M CTVs 2023
17
QLED panel efficiency up 25% in 2023 CTV models
18
WebAssembly support accelerated CTV apps 3x 2023
19
Free ad-supported TV (FAST) channels hit 1,500 globally on CTV 2023
20
AR content trials on CTV engaged 15% higher dwell time 2023
21
Dynamic metadata for HDR improved contrast 40% 2023
22
Thread protocol for CTV IoT mesh 20% faster 2023
23
Server-side ad insertion (SSAI) latency under 2s standard 2023
24
Mini-LED backlighting in 35% mid-range CTVs 2023
25
Eye-tracking personalization beta on Samsung CTVs 2023 accuracy 90%
Interpretation
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.
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
Thomas Lindqvist. (2026, February 13). Ctv Streaming Industry Statistics. Gitnux. https://gitnux.org/ctv-streaming-industry-statistics
MLA
Thomas Lindqvist. "Ctv Streaming Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/ctv-streaming-industry-statistics.
Chicago
Thomas Lindqvist. 2026. "Ctv Streaming Industry Statistics." Gitnux. https://gitnux.org/ctv-streaming-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
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