During a November 2020 survey carried out among brand and agency media planners and buyers, as well as marketers who had included digital video in their media budget for 2021 in the United States, 60 percent were planning to move funds from linear TV to connected TV (CTV) and/or over-the-top (OTT) advertising.
Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021
among buyers with digital video as part of 2021 media budgets who shared sources for 2021 CTV/OTT media
Supplementary notes
Original question: " You indicated that you have budgeted media spend for digital video in 2021. Does this include OTT/CTV, and if so, where will you be sourcing the OTT/CTV budget from?"
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IAB (U.S.). (December 15, 2020). Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021 [Graph]. In Statista. Retrieved June 30, 2022, from https://www.statista.com/statistics/1227143/shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021." Chart. December 15, 2020. Statista. Accessed June 30, 2022. https://www.statista.com/statistics/1227143/shift-media-budget-ott-ctv-usa/
IAB (U.S.). (2020). Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021. Statista. Statista Inc.. Accessed: June 30, 2022. https://www.statista.com/statistics/1227143/shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Sources for Connected Tv (Ctv) and Over-the-top (Ott) Media Budgets According to Marketers in The United States in 2021." Statista, Statista Inc., 15 Dec 2020, https://www.statista.com/statistics/1227143/shift-media-budget-ott-ctv-usa/
IAB (U.S.), Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021 Statista, https://www.statista.com/statistics/1227143/shift-media-budget-ott-ctv-usa/ (last visited June 30, 2022)
