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US Connected TV Advertising 2021

What Marketers Need to Know About Streaming Video’s Dominance

About This Report
Connected TV ad spending continues to expand substantially.
Table of Contents

Executive Summary

As more people cut their cable cords, streaming video keeps gaining viewers and ad dollars. Connected TV (CTV) ad spending is still much smaller than that of linear TV, but the gap is closing.

How much will US advertisers spend on CTV?

By the end of 2021, CTV ad spending will have increased by 59.9% to $14.44 billion.

Which companies will receive the most CTV ad revenues?

Net ad revenues from Roku, YouTube, and Hulu will account for half of all US CTV ad revenues this year.

How much time do people spend streaming video?

This year, US residents will spend 80 minutes per day with subscription over-the-top (OTT) video, up 8.7% over the previous year.

What share of CTV advertising is programmatic?

We forecast that 7 in 10 CTV ad dollars will be transacted or fulfilled programmatically this year, which equates to more than $10 billion.

WHAT’S IN THIS REPORT? An examination of trends, data, and strategies related to how marketers are approaching CTV. Also, our latest CTV ad spending and viewers forecasts.

KEY STAT: This year, US advertisers will spend $14.44 billion on CTV, an increase of 59.9% over 2020.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Understanding the Opportunity
  3. Identifying Potential Disruptors
  1. Acting on Opportunities
  2. Key Takeaways
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report


Ross Benes


Nazmul Islam
Junior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Audrey Schomer
Senior Analyst
Peter Vahle
Forecasting Analyst
Paul Verna
VP, Multimedia
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