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Connected TV advertising in the U.S. - statistics & facts

In the United States, three small letters have turned video consumption and the entire digital advertising landscape on their heads. CTV, or connected TV, which refers to internet-connected devices such as smart TVs, set-top boxes, and game consoles, has become one of the most impactful broadcast innovations of the past few decades because it allows viewers to access the vast digital portfolio of over-the-top (OTT) digital video content. In 2020, the number of CTV users in the U.S. reached an impressive 203 million, and as viewers rapidly switch from linear TV to streaming alternatives, advertisers are quick to embrace the potential of this digital migration.

CTV advertising spending

In 2020, CTV ad spend in the United States amounted to 8.11 billion U.S. dollars, marking an increase of over 27 percent on the previous year. While this double-digit growth was already remarkable considering the pandemic-related slowdown of the advertising industry, spending on connected TV is forecast to accelerate even further in the upcoming years. According to the latest projections, expenditure will more than double and surpass 18 billion by 2024. As a result, CTV will account for more than five percent of U.S. ad spend, highlighting the ever-expanding role that this new era of television has come to play in the digital advertising world.

Marketers tap into video consumption trends

Marketers are ramping up investments on CTV and OTT advertising. Around 40 percent of U.S. media buyers planned to increase spending on OTT advertising in 2021, while 60 percent looked to allocate fewer funds towards linear TV. The main reasons for shifting media budgets from linear TV to CTV and OTT are reach and targeting efficiency: Almost 80 percent of U.S. households are reachable via CTV advertising, and as audiences cut the cord on their pay TV subscriptions in favor of more flexible entertainment options, advertisers leverage these new viewing habits by addressing viewers in their preferred streaming environment. Advertising on connected TVs allows marketers to reach cord-cutters and target audiences based on demographics, location, viewing history, and preferences, without being constrained to TV broadcasting schedules or ad pricing limitations. Other benefits of CTV advertising include real-time optimization and the ability reach young audiences (with non-skippable ads), all things that are difficult to achieve with traditional TV promotion.

What are the leading CTV ad platforms?

Hulu was the largest CTV ad seller in the United States in 2020. The Disney-owned streaming service reported ad revenues of 1.96 billion U.S. dollars and accounted for just under one-fourth of national CTV ad spend that year . YouTube and Roku, two other popular advertising destinations, were ranked second and third, with 1.5 billion and 0.74 billion U.S. dollars in ad takings, respectively. While these three major companies collectively secured over 50 percent of CTV advertising revenues, the programmatic ad market was visibly dominated by Roku alone. Roku devices claimed almost half of CTV programmatic ad investments in 2020, outperforming household names such as Samsung, Apple, and Amazon by a significant margin.

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Ad spend

Use in marketing

Roku

Interesting statistics

In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "CTV advertising in the U.S.".

Connected TV advertising in the U.S.

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Connected TV advertising in the U.S. - statistics & facts

In the United States, three small letters have turned video consumption and the entire digital advertising landscape on their heads. CTV, or connected TV, which refers to internet-connected devices such as smart TVs, set-top boxes, and game consoles, has become one of the most impactful broadcast innovations of the past few decades because it allows viewers to access the vast digital portfolio of over-the-top (OTT) digital video content. In 2020, the number of CTV users in the U.S. reached an impressive 203 million, and as viewers rapidly switch from linear TV to streaming alternatives, advertisers are quick to embrace the potential of this digital migration.

CTV advertising spending

In 2020, CTV ad spend in the United States amounted to 8.11 billion U.S. dollars, marking an increase of over 27 percent on the previous year. While this double-digit growth was already remarkable considering the pandemic-related slowdown of the advertising industry, spending on connected TV is forecast to accelerate even further in the upcoming years. According to the latest projections, expenditure will more than double and surpass 18 billion by 2024. As a result, CTV will account for more than five percent of U.S. ad spend, highlighting the ever-expanding role that this new era of television has come to play in the digital advertising world.

Marketers tap into video consumption trends

Marketers are ramping up investments on CTV and OTT advertising. Around 40 percent of U.S. media buyers planned to increase spending on OTT advertising in 2021, while 60 percent looked to allocate fewer funds towards linear TV. The main reasons for shifting media budgets from linear TV to CTV and OTT are reach and targeting efficiency: Almost 80 percent of U.S. households are reachable via CTV advertising, and as audiences cut the cord on their pay TV subscriptions in favor of more flexible entertainment options, advertisers leverage these new viewing habits by addressing viewers in their preferred streaming environment. Advertising on connected TVs allows marketers to reach cord-cutters and target audiences based on demographics, location, viewing history, and preferences, without being constrained to TV broadcasting schedules or ad pricing limitations. Other benefits of CTV advertising include real-time optimization and the ability reach young audiences (with non-skippable ads), all things that are difficult to achieve with traditional TV promotion.

What are the leading CTV ad platforms?

Hulu was the largest CTV ad seller in the United States in 2020. The Disney-owned streaming service reported ad revenues of 1.96 billion U.S. dollars and accounted for just under one-fourth of national CTV ad spend that year . YouTube and Roku, two other popular advertising destinations, were ranked second and third, with 1.5 billion and 0.74 billion U.S. dollars in ad takings, respectively. While these three major companies collectively secured over 50 percent of CTV advertising revenues, the programmatic ad market was visibly dominated by Roku alone. Roku devices claimed almost half of CTV programmatic ad investments in 2020, outperforming household names such as Samsung, Apple, and Amazon by a significant margin.

Interesting statistics

In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "CTV advertising in the U.S.".

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