Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region
Characteristic
2024
2025
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
The chart is not accessible to screen readers. Please switch to the table view to access the data.
You need a ÌÇÐÄÆƽâ°æ Account for unlimited access
During a 2025 survey among marketers worldwide, approximately ** percent of respondents in Latin America and ** percent in North America reported plans to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the 12 months following the survey. A year earlier, those shares stood at ** and ** percent, respectively.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Nielsen. (May 31, 2025). Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 16, 2026, from /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. "Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region." Chart. May 31, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 16, 2026. /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. (2025). Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 16, 2026. /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. "Percentage of Marketers Planning to Increase Their Spending on Over-the-top (Ott) and Connected Tv (Ctv) Advertising in The following 12 Months Worldwide in 2024 and 2025, by Region." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 31 May 2025, /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen, Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region ÌÇÐÄÆƽâ°æ, /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/ (last visited July 16, 2026)
Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region [Graph], Nielsen, May 31, 2025. [Online]. Available: /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
