US Connected TV Ad Revenue Penetration, by Company

Timeframe20202021202220232024
% of Connected TV Ad Spending
– Disney+ Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– HuluMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– NetflixMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Paramount+Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– PeacockMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Pluto TVMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– RokuMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TubiMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– YouTubeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– OtherMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— Other subscription OTT connected TV platformMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Display Ad Spending
– HuluMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Pluto TVMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– RokuMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TubiMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– YouTubeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– OtherMaximum of two rows can be charted.
Deselect another chart icon to add this one.

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.

Become a Client
Powerful data and analysis on nearly every digital topic.