EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More


Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US upfront CTV ad spending will surpass $4 billion this year

For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

This estimate includes all CTV video ad spending committed in advance, such as spending resulting from the TV Upfronts, the Interactive Advertising Bureau (IAB) Digital Content NewFronts, and other events and meetings throughout the year.

We forecast almost two-thirds of upfront digital video ad allocations will go to CTV placements this year, and that share is growing. About one-third of all CTV video ad spending is committed upfront.

It’s become standard for a TV network to spend billions of dollars on building out its own streaming service, so it’s no surprise that networks are placing more emphasis on their own streaming services during upfront pitches, pushing for advertisers to commit 20% to 30% of upfront budgets to their streaming services, MediaPost reported in April.

Upfront buying is a legacy tactic that flourished in the analog world of traditional TV. Considering that most digital advertising is sold programmatically, and that digital inventory is often purchased seconds before ads run, it is interesting that upfront buying would take hold in streaming video.

But upfront buying makes more sense with CTV than with other forms of digital advertising because high-quality video inventory is scarce and expensive, whereas display inventory overall is abundant and cheaper. Also, ad formats with scarce inventory create incentives for advertisers to purchase the inventory in advance before it is sold out.

Because digital inventory is becoming a bigger part of upfront deals, advertisers are adjusting their strategies this year, advocating for more flexible options for media placements and looking for a shorter negotiation period.