CTV ad spend in the U.S. 2029| ��ƽ��

Connected TV (CTV) advertising spending in the United States from 2025 to 2029 (in billion U.S. dollars)

Characteristic	Spending in billion U.S. dollars
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Release date

January 2026

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Region

United States

Survey time period

2025

Supplementary notes

* Forecast.
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

Citation formats

In 2025, connected TV (CTV) advertising spending in the United States amounted to over ** billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and the reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs. At the current pace, CTV ad spend is expected to grow to billion dollars by 2029.

Marketers shift finances into CTV amid brand safety concerns

U.S. marketers have been duly following the CTV boom, with nearly ** percent of them reallocating budgets from linear TV and social media in favor of CTV. However, not all is rosy in CTV-land, with **** American marketers citing brand safety as a concern with the medium.

CTV as a must‑buy channel

According to a March 2025 survey on must-buy video ad types in the U.S., almost 70 percent of marketers described connected TV (CTV) advertising as must-buy for their media plans. This was ahead of social video and well above national broadcast and cable TV.