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Learn More →Video Ad Spending, by Device
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US Video Ad Spending, by Device
| Timeframe | 2022 | 2023 | 2024 | 2025 | 2026 | |||
|---|---|---|---|---|---|---|---|---|
| Connected TV* | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total digital ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Desktop/Laptop** | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total video ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Mobile*** | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total video ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Total | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, October 2022
Note: includes instream video ads such as those appearing before, during or after digital video content in a video player (pre-roll, mid-roll, post-roll video ads) and video overlays; includes social network instream video advertising in platforms such as Facebook Watch and Snapchat Shows; includes outstream video ads such as native, in-feed (including video ads in Facebook's News Feed and Twitter's Promoted Tweets), in-article, in-banner and interstitial video ads; data prior to 2017 excludes outstream video ads; *digital advertising that appears on connected TV (CTV) devices; includes 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; **includes advertising that appears on desktop and laptop computers and other non-mobile internet-connected devices; ***includes advertising that appears on mobile phones, tablets and other mobile internet-connected devices
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.
Comparative Estimates from Additional Sources:
Desktop/laptop video ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Cowen and Company,January 2019 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Zenith,June 2019 |
Desktop/laptop video ad spending growth, US
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Cowen and Company,January 2019 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Zenith,June 2019 |
Mobile video ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Cowen and Company,January 2019 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Zenith,June 2019 |
Mobile video ad spending growth, US
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| Cowen and Company,January 2019 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Zenith,June 2019 |
Video ad spending, US, billions
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| PricewaterhouseCoopers (PwC),June 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,June 2019 |
Video ad spending growth, US
| Sources | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| eMarketer,October 2022 | |||||||
| J.P. Morgan,December 2019 | |||||||
| Magna Global,June 2020 | |||||||
| Pivotal Research Group,May 2018 | |||||||
| Cowen and Company,January 2019 | |||||||
| Zenith,June 2019 |
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