Connected TV Advertising Growth & Global CTV Ad Spend

Connected TV (CTV) advertising continues to gain momentum as one of the most powerful formats in the digital marketing ecosystem. Also at AllMediaDesk’s self service platform, buying ads on CTV and streaming service became more and more relevant to advertisers.

With audiences shifting from traditional linear TV to streaming platforms, advertisers are following suit — and US CTV ad spend is surging in response. According to recent insights from eMarketer, CTV advertising growth will remain strong through 2025, driven by innovation, audience scale, and performance capabilities.

Connected TV Advertising Growth

Available Targeting Options in CTV and on streaming services

Over the past few years, CTV advertising has emerged as a top priority for media buyers. In 2023, CTV ad spend reached new heights, and both 2024 and 2025 are on track to set additional records. The CTV advertising market size is projected to grow into the tens of billions globally, with a compound annual growth rate that outpaces nearly every other format in the video landscape.

This growth is being fueled by:

  • Increased viewer adoption of streaming services
  • A growing inventory of premium ad-supported content
  • Improved targeting and measurement tools
  • The flexibility of programmatic and self-service ad platforms

These baseline options are broadly available and easy to implement.

The CTV Ecosystem: Who’s Involved?

The CTV advertising ecosystem includes a wide range of stakeholders, each playing a key role in delivering value to advertisers:

  • Publishers and Platforms: Major streaming services, FAST (Free Ad-Supported Streaming TV) platforms, and network-owned apps offer CTV ad inventory. Top CTV publishers include players like YouTube, Hulu, Netflix, Roku, Pluto TV, and Amazon Freevee.
  • Advertisers: Brands across industries are increasing their investments in CTV to reach viewers in high-attention environments.
  • Measurement and Analytics Providers: Companies offering CTV advertising analytics and attribution tools ensure that advertisers can track ROI, optimize targeting, and validate performance.
  • Self-Service Ad Tech Platforms: Platforms like AllMediaDesk are democratizing access to the CTV space by offering automated, transparent tools to plan and book campaigns.

CTV Ad Spend Trends and Forecasts

Multiple market reports highlight the explosive rise in connected TV ad spend. According to eMarketer:

  • CTV spendings 2024 was $28.79 bn in the US
  • CTV spending 2025 are expected to rise to $33,35 bn

By 2028 it is expected that the growth of CTV leads to more budget being spend in CTV then in traditional linear TV advertising.

Why Advertisers Choose CTV

Advertisers are moving to connected TV advertising because it offers:

  • High-impact video formats in a brand-safe environment
  • Advanced audience targeting, including geographic and contextual options
  • Real-time CTV advertising statistics and insights
  • Efficient reach across devices and screens

By 2028 it is expected that the growth of CTV leads to more budget being spend in CTV then in traditional linear TV advertising.