Shift of media budgets to OTT/CTV in the U.S. 2024, by medium
According to a survey carried out among video marketers in the United States between February and March 2024, 40 percent of respondents who said they were increasing their connected TV (CTV) ad spend for 2024 said they were doing so by reallocating budgets from digital TV. Another 40 percent of respondents stated they were reallocating budgets from other non-video digital ads.