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USConnected TV, US
Connected TV Ad Revenue Penetration, by Company
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Ad Spending
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Connected TV Ad Spending
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Connected TV Video Ad Spending
Upfront Ad Spending
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Upfront Connected TV Video Ad Spending
Programmatic
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Connected TV Programmatic Display Ad Spending
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Connected TV Programmatic Video Ad Spending
Ad Revenue, by Company
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Connected TV Ad Revenues, by Company
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Connected TV Ad Revenue Growth, by Company
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Connected TV Ad Revenue Penetration, by Company
Users
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Connected TV Users
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Connected TV Households
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Smart TV Users
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Smart TV Households
by Age
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Connected TV Users, by Age
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Connected TV User Penetration, by Age
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Connected TV User Share, by Age
by Generation
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Connected TV Users, by Generation
by Device
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Connected TV Users, by Device
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Connected TV User Growth, by Device
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Connected TV User Penetration, by Device
Devices
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Amazon Fire TV Users
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Apple TV Users
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Blu-Ray Player Users
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Connected Game Console TV Users
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Google Chromecast Users
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Roku Users
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US Connected TV Ad Revenue Penetration, by Company

Timeframe20202021202220232024
% of Connected TV Ad Spending
– Disney+ Maximum of two rows can be charted.
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– HuluMaximum of two rows can be charted.
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– NetflixMaximum of two rows can be charted.
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– Paramount+Maximum of two rows can be charted.
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– PeacockMaximum of two rows can be charted.
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– Pluto TVMaximum of two rows can be charted.
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– RokuMaximum of two rows can be charted.
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– TubiMaximum of two rows can be charted.
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– YouTubeMaximum of two rows can be charted.
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– OtherMaximum of two rows can be charted.
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— Other subscription OTT connected TV platformMaximum of two rows can be charted.
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% of Display Ad Spending
– HuluMaximum of two rows can be charted.
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– Pluto TVMaximum of two rows can be charted.
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– RokuMaximum of two rows can be charted.
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– TubiMaximum of two rows can be charted.
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– YouTubeMaximum of two rows can be charted.
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– OtherMaximum of two rows can be charted.
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Source: eMarketer

Note: digital advertising that appears on connected TV (CTV) devices; examples include display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising

Additional Note: Digital ad includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings and SEO), sponsorships, lead generation (referrals); rich media data for 2017-2022 includes instream and outstream video ads; data prior to 2017 includes only outstream video ads.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

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