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Connected TV Ad Spending Leads the Way in Growth

Increases Come Even as Forecast Is Trimmed; Gains in Time Spent Point to More Engagement

About This Report
Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.
Table of Contents

Executive Summary

Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels. Even after a forecast downgrade driven by adverse macroeconomic conditions and challenges in digital ad targeting and measurement, CTV remains a place where marketers see tremendous value in their ad investments—especially at a time when traditional TV is waning.

Key Question: What is our outlook for CTV ad spending in the next four years as linear TV continues to recede and emerging digital formats, like retail media, take hold?

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. We’ve lowered our CTV ad spending outlook, but the format remains robust.
  1. Ad spending growth aligns with time spent on CTV.
  2. Hulu leads in CTV ad revenues, but others aren’t far behind.
  1. Media Gallery


Paul Verna

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