Connected TV (CTV) Advertising Statistics By Market Growth And Generation (2026)

Introduction

Connected TV (CTV) Advertising Statistics: Connected TV, or CTV advertising, has kinda become one of the fastest-growing pieces of digital advertising, especially in 2026, since people keep drifting away from regular cable television and toward internet-connected streaming platforms. Smart TVs, streaming boxes, gaming consoles, and OTT services have basically reshaped how marketers hit audiences; they blend TV-quality video with digital targeting, faster analytics, and programmatic purchasing.

Brands are leaning more toward CTV because it offers premium video space plus first-party audience insight, and campaigns that can actually be measured. As ad budgets keep moving into streaming, industry folks think CTV will be a core part of omnichannel marketing, live sports promotions, retail media tie-ins, and AI-based audience tuning during 2026, and well past it too.

This article will present the recent and trending Connected TV (CTV) advertising statistics, which will give an overview of market trends, ad spending, users, and CTV devices.

Editor’s Choice

1. The global Connected TV (CTV) market is expected to reach USD 757.6 billion by 2033, and that would be up, growing at a 13.2% CAGR.
2. In the U.S., CTV advertising spend is forecast to climb to USD 43.59 billion in 2026, and its portion of total media ad spending rises to 9.1%.
3. Roku keeps on dominating North America with 36% Share of Voice (SOV), while Aiwa leads the APAC market with 21% SOV in Q1 2026.
4. Millennials stay the biggest CTV audience, at 64.3 million users.
5. Roku took 32% of the open programmatic CTV advertising market in Q4 2025.
6. 51% of patients say they recall relevant pharmaceutical CTV ads, and 59.2% of Baby Boomers also remember healthcare campaigns.
7. The U.S. is projected to get to 131.4 million FAST users in 2026, and 69% of CTV users prefer free, ad-supported streaming services instead of paywalls.
8. The global FAST market is forecast to move from USD 8.03 billion (2023) to USD 32.52 billion by 2030, expanding at around a 23% CAGR.
9. Interactive CTV advertising tends to raise viewer engagement by an average of 71 seconds, lifts brand recall by 36%, and even nudges foot traffic by 13%.
10. 41.8% of U.S. marketers already use interactive and shoppable ad formats.

Connected TV (CTV) Global Market Growth

(Source: grandviewresearch.com)

• The Connected TV (CTV) market is kind of stepping into a high-growth stretch because advertisers and consumers are shifting more and more toward streaming platforms, and those internet-enabled television experiences, you know.
• Back in 2021, the market was valued at USD 220.9 billion, and it ended up reaching USD 290.5 billion in 2025, which shows a pretty steady rollout of connected devices alongside heavier digital video consumption.
• Looking ahead, the strongest surge is expected not later than the next few years, and the global forecast points to about USD 757.6 billion by 2033, suggesting CTV is getting more and more important in the whole digital advertising and entertainment setup.
• The market is expected to grow at a compound annual growth rate (CAGR) of 13.2% from 2026 to 2033, reflecting continued spending on streaming technology, smart TVs, plus connected advertising solutions.
• CTV is moving into a main media channel, and that opens up meaningful chances for advertisers, content providers, and technology companies to make the most of audience attention and these more personalized ad experiences.

Connected TV (CTV) Regional Market Share

(Source: pixalate.com)

• In Q1 2026, the Connected TV (CTV) device market shows this sorta push-pull competitive regional vibe, where who’s in front keeps swapping depending on the big global areas.
• Roku still sits pretty dominant in the Western Hemisphere, grabbing 36% Share of Voice (SOV) in North America, and then going even stronger at 42% SOV in Latin America- that kind of double win that really cements its position.
• In North America, Roku is followed by Amazon Fire TV at 19%, Samsung Smart TV at 15%, and Apple TV at 13%.
• Amazon Fire TV also posted the best quarter-over-quarter growth, jumping 18%, which matters.
• Over in Asia-Pacific (APAC), Aiwa pops up as the market leader with 21% SOV, ahead of Jio at 18%, Xiaomi at 11%, and TCL at 10%. It rose from 8% in Q4 2025 to 21% in Q1 2026, and Jio also leaned in hard, growing its share by 25% quarter-over-quarter, suggesting fast movement rather than slow, steady gains.
• Then in Europe, the Middle East, and Africa (EMEA), Samsung Smart TV takes the top spot with 28% SOV, with Amazon Fire TV next at 10%, Roku at 8%, and TCL at 6%.
• At the same time, TCL managed the highest regional quarter-over-quarter (QoQ) growth at 28%.
• The regional changes hint that even if the well-known global brands keep leading, local and newer players are grabbing attention via aggressive expansion tactics and evolving audience habits, so the whole CTV ecosystem is getting more lively, more fluid, and honestly more cutthroat every quarter.

U.S. Connected TV Ad Spending

(Source: emarketer.com)

• Connected TV (CTV) advertising is, honestly, one of the fastest-growing pieces of the U.S. digital ads market, and spending has been climbing pretty consistently year over year.
• CTV ad spend went from USD 10.93 billion in 2020 to USD 17.20 billion in 2021, then it kept going to USD 21.16 billion in 2022, like it didn’t really slow down.
• The same upward momentum shows up again with USD 26.92 billion in 2023, USD 31.77 billion in 2024, reaching USD 37.45 billion in 2025, and it’s projected to land at USD 43.59 billion in 2026.
• CTV’s portion of total media ad spending kept expanding, starting at 4.4% in 2020, then 5.4% in 2021, 6.1% in 2022, 7.3% in 2023, 7.9% in 2024, 8.5% in 2025, and 9.1% in 2026. So yeah, it’s becoming harder to ignore in how advertisers plan their media buys.
• Even though the annual growth rate seems to be dialing down a bit as the market matures, the numbers are still pretty impressive: 56.9% in 2020, 57.4% in 2021, 23.0% in 2022, 27.2% in 2023, 18.0% in 2024, 17.9% in 2025, and 16.4% in 2026.
• CTV is moving beyond an emerging advertising lane into something more conventional, able to pull in bigger, more brand-focused budgets.

Connected TV Advertising Users By Generation

(Reference: stackadapt.com)

• The Connected TV (CTV) audience is still, kind of, expanding across pretty much every generation, but Gen Alpha feels like the fastest-growing angle for advertisers.
• According to eMarketer, millennials are still the biggest CTV group with 64.3 million users, then Gen Z at 55.7 million, Gen X with 52.3 million, Baby Boomers with 37.4 million, and Gen Alpha comes in at 23.3 million.
• For Gen Alpha, old school television is getting less and less relevant, because only 41% say they watch traditional TV; it really shows they lean hard toward streaming-first entertainment.
• At the same time, Gen Alpha is also picking up more purchasing power. For example, 48% of teens report having more than USD 1,000 in savings from part-time jobs or allowances, compared with 31% of millennials at the same age about ten years back.
• The above numbers suggest Gen Alpha isn’t just online-connected; it’s also a rising consumer cohort with more spending upside.
• For brands and advertisers, this shift points to a longer-term rework in how people consume media, where ad-supported streaming services will become even more important in brand discovery, consumer engagement, and the next wave of buying choices.

(Source: mediapost.com)

• The connected TV (CTV) advertising ecosystem keeps expanding quickly, and Roku still seems to hold the lead in the open programmatic CTV advertising market.
• According to Pixalate, Roku pulled a 32% market share in the fourth quarter of 2025, way ahead of Amazon Fire TV with 16%, Apple TV with 15%, Samsung with 14%, and LG at 10%.
• Looking across the major platforms, LG showed the most noticeable quarter-over-quarter movement at 79%, rising from roughly 5% in the third quarter of 2025 to 10%.
• Amazon Fire TV picked up 12%. On the other hand, Roku’s share slipped by 11%, and Apple TV dropped by 2%.
• Right now, open programmatic CTV advertising sits at about 20% of all programmatic CTV advertising, and it should grow from USD 6.0 billion in 2025 to USD 6.8 billion in 2026, based on what industry analysts say.
• Overall programmatic CTV advertising, including private marketplaces and programmatic guaranteed deals, forecasts point to growth from USD 33.4 billion in 2025 up to USD 38 billion in 2026.
• Private marketplaces make up 32% of the market, while direct, non-programmatic advertising is roughly 12%, which basically signals that many advertisers lean toward more premium, brand-safe inventory.
• Industry estimates also put Roku’s ad business around USD 3.1-3.4 billion in 2025. Amazon Fire TV and Prime Video together are estimated closer to USD 3.5-4.0 billion.
• All of this draws on 18 billion global open programmatic CTV ad impressions collected from Q1 2024 through Q4 2025, so the view is pretty broad on how platform performance is changing over time.

Country-Level CTV Device Market Trends

• The Connected TV (CTV) device market is moving in a sort of different way across the big countries, and the platform leaders look like they’re mostly chasing local viewer habits, plus that competitive momentum thing.
• In the United States, Roku stayed in front with 36% Share of Voice (SOV), then came Amazon Fire TV at 19%, Samsung Smart TV at 15%, Apple TV at 13%, and LG down at 4%.
• Samsung Smart TV showed the most noticeable quarter-over-quarter growth at 79%, while Amazon Fire TV only added 12%, which kind of suggests pressure is building faster than before.
• In Canada, Roku kept the top slot with 25% SOV, ahead of Apple TV (21%), Amazon Fire TV (19%) and Samsung Smart TV (19%).
• The growth energy was strongest for Samsung Smart TV with +94% quarter-over quarter (QoQ), then Amazon Fire TV with +78% quarter-over-quarter, basically pointing to fast expansion in the market.
• In the United Kingdom, Samsung Smart TV led with 31% SOV, then Apple TV at 17%, Amazon Fire TV at 15%, Roku at 12%, and TCL at 6%.
• Samsung also logged 25% quarter-over-quarter growth, which really keeps that leadership story steady.
• Mexico looks like Roku’s best territory, where it reached 55% SOV, far in front of LG (12%), Samsung Smart TV (8%), and Izzi TV (5%).
• On top of that, Roku landed an 87% quarter-over-quarter (QoQ) jump in the country, so the acceleration is pretty hard to ignore.
• Roku is still the heavyweight across North America, but Samsung Smart TV and Amazon Fire TV are also closing the gap quickly, which makes the CTV ecosystem feel more competitive, and honestly more region-specific, all the time.

CTV Advertising Evolves With Healthcare, Live Sports, and Personalized Marketing

Healthcare campaigns, live sports programming, and personalized advertising are acting as major drivers of CTV investment and innovation over the next several years.

Healthcare

• Connected TV (CTV) is slowly becoming one of the more influential advertising channels; it seems like marketers are continuously moving budgets toward streaming platforms.
• There’s industry info from DeepIntent that says 51% of patients find relevant pharmaceutical CTV ads more memorable, which also translates into a 41.8% year-over-year jump, so in practice CTV ends up as the most recognized channel for healthcare advertising even before search and social media.

Live Sports

• At the same time, live sports are reinforcing CTV’s spot as a premium advertising place. In 2025, Christmas Day reportedly delivered more than 55 billion streaming viewing minutes, mostly thanks to NFL games on Netflix and Prime Video.
• Looking forward, the 2026 FIFA World Cup is expected to pull in around 6 billion viewers worldwide, and a big portion of them will watch matches via streaming services.
• Basically, these massive events are turning CTV into a top stop for brands that want broad audience reach during those high-attention moments, where people are already fully engaged.

Personalization

• At the same time, personalization is becoming a key competitive advantage in CTV advertising, which sounds kind of obvious once you think about it.
• According to StackAdapt, 33% of advanced marketers already use personalization in emerging channels like CTV, compared with 14% of other brands, and that difference shows how faster the leading advertisers are moving to deliver tailored messaging across streaming platforms.
• As first-party data, AI-powered optimization, and creative automation keep improving, CTV is also shifting away from traditional video advertising, into something more refined and highly targeted, kinda like a data-driven marketing channel.

The Impact Of Free Ad-Supported Streaming TV (FAST)

• Free Ad-Supported Streaming TV (FAST) has moved from being a niche offering into one of the fastest-growing parts of the Connected TV (CTV) ecosystem, largely because consumer preferences are changing and advertiser interest keeps climbing.
• eMarketer forecasts that the U.S. will have 131.4 million FAST users in 2026, which is nearly half of all CTV users, while Market.us estimates 125.6 million monthly users, pointing to how big adoption really is.
• According to Comcast Advertising, FAST viewership has more than doubled year over year, with 6 in 10 U.S. connected TV households now using at least one FAST service.
• Consumer demand is pretty much driven by affordability, and Samsung Ads and LG Ads Solutions noticed that close to 75% of streaming users actually lean toward free, or at least lower-cost streaming options, kind of a no-brainer.
• On top of that, 30% of households cancelled a paid streaming subscription in 2022, then 25% said they swapped it out for a free, ad-supported service.
• According to BusinessWire, 69% of CTV users favor free ad-supported streaming, and more than half of them spend at least two hours every week with FAST content.
• From the market side, Grand View Research estimates the global FAST industry at USD 8.03 billion in 2023, then expects it to jump to USD 32.52 billion by 2030 on a 23% CAGR.
• The Hollywood Reporter, using Nielsen’s The Gauge, noted that Tubi had 1.7% of total U.S. TV viewing and The Roku Channel landed at 1.4% in April 2024. Xumo and Bridge add more color too.
• 72% of FAST viewers also go on to watch cable or broadcast TV, and 86% of them subscribe to at least one paid streaming service, which basically shows FAST works alongside premium platforms, not entirely in their place.
• At the same time, Mountain found ad-supported CTV viewing jumped by 55%, making up 48% of total CTV viewing, while ad-free subscription services were at 36%.
• FAST is turning into a cornerstone for modern CTV advertising, giving brands scalable reach, more trackable engagement, and cost-friendly ways to monetize.

Future Of Connected TV

• Connected TV, or CTV, is going well past the old idea of just pushing traditional video ads.
• It’s shifting into something more interactive, measurable, and yes, focused on actual conversions.
• The rise of interactive and shoppable ad formats is starting to act like real growth levers. They bring stronger consumer attention, plus better campaign results overall.
• Different research points to interactive CTV ads adding roughly 71 seconds of extra engagement on average.
• At the same time, brand recall goes up around 36%, and viewers also show 13% higher foot traffic. So it’s not only awareness, but it’s also real-world behaviour.
• Adoption is already speeding up too. EMARKETER says 41.8% of U.S. marketers are using interactive and shoppable formats across social media, along with CTV campaigns.
• Prime Video is a clear example: it doubled its ad load after rolling out its ad-supported tier in early 2024. That lines up with a bigger industry movement toward ad-backed streaming plans.
• The future win for CTV probably won’t be about how many times an ad shows up. It’ll be more about relevance, creativity, and whether the experience feels engaging enough to keep people around. Brands that get the balance right personalization paired with interactive formats and careful frequency control should be better set to improve performance and form stronger audience connections as the whole CTV world keeps evolving.

Conclusion

Connected TV advertising has kind of turned into one of the fastest-growing digital marketing lanes, mostly because streaming platforms are being adopted more and more, programmatic buying is getting smoother, and those interactive ad experiences feel more “real” to viewers. At the same time, ad spend keeps rising, FAST services are expanding, and audiences are growing across basically every generation, so brands get real chances to reach people with campaigns that are both measurable and more personalized.

On top of that, advances in AI, first-party data, and shoppable formats are pushing the value of CTV even further by boosting engagement, recall, and conversions. And since streaming keeps replacing the usual way folks watch TV, Connected TV is expected to stay a major pillar in omnichannel marketing, giving brands scalable reach, tighter targeting, and long-term momentum in advertising growth.

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