According to a survey carried out among video marketers in the United States between February and March 2023, ** percent of respondents who planned to increase their connected TV (CTV) ad spend in 2023 said they would do so because of audience targeting capabilities.
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IAB (U.S.). (May 3, 2023). Leading reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Leading reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2023." Chart. May 3, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). (2023). Leading reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.). "Leading Reasons for Shifting Media Budgets from Linear Tv to Over-the-top (Ott) And/or Connected Tv (Ctv) in The United States in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 May 2023, /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
IAB (U.S.), Leading reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/ (last visited July 21, 2026)
Leading reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2023 [Graph], IAB (U.S.), May 3, 2023. [Online]. Available: /statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
