Connected TV (CTV) 2025
Connected TV (CTV) is rapidly reshaping the video landscape, surpassing linear TV in ad revenue growth and capturing a larger share of consumer viewing time. As streaming subscriptions outpace traditional pay TV, advertisers are shifting budgets to CTV, leveraging advanced audience targeting, measurable ad performance, and interactive capabilities.
EMARKETER analysts provide in-depth insights into CTV’s evolution, from subscription trends and price hikes to the growing impact of live sports streaming and digital pay TV. Use our exclusive research and forecasts to stay ahead and optimize your advertising strategy in the fast-changing CTV ecosystem.
Exclusive Subscriber-Only Content
EMARKETER PRO+
Get to decision-making faster with access to exclusive data sets, deep analyst insights, and flexible data visualizations.
Get a Demo
Our Forecasts
Interactive projections that size the next five years of the market and inform strategic decision-making. These forecasts use more than 10,000 proprietary metrics on emerging trends, market changes, and consumer behavior–with a less than 5% variation in estimates vs. actuals.
By 2026, the average US person will spend 2 hours and 37 minutes daily with CTV.
Amazon Prime’s ad-supported tier is forecast to grow its CTV ad revenues by 57.5% this year.
CTV ad spending is forecast to hit $53.42 billion by 2029.
Learn more about Forecasts
What Our Analyst Says
"In just a decade, streaming advertising transitioned from being an also-ran to approaching ad spend levels comparable to linear TV."
— Ross Benes, Senior Analyst, EMARKETER
Want more insights like this?
Discover EMARKETER PRO+: Your pathway to mastering data-driven strategies. Get access to comprehensive data coverage, proprietary forecasts, and deep analyst insight that can support and guide strategic decisions. All designed to equip your revenue-driving teams with actionable takeaways for better business decisions.
Learn more
Get a Demo