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Connected TV advertising in the United States

Statistics report on connected TV advertising in the United States

This report has been compiled to provide statistical information about advertising on connected TV in the United States. It includes data on advertising spending and market leaders, as well as an array of consumer insights.

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Table of contents

Overview

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  • Premium Statistic Penetration of smart TV in the U.S. 2020-2025
  • Premium Statistic Digital video ad spend in the U.S. 2023-2025, by type
  • Premium Statistic Change in digital video ad spend in the U.S. 2026, by type
  • Premium Statistic CTV ad spend in the U.S. 2025-2029
  • Premium Statistic CTV share of ad spend in the U.S. 2025-2029
  • Premium Statistic Connected TV ad spend growth in the U.S. 2026-2029
  • Premium Statistic CTV retail media ad spend in the U.S. 2025-2029
  • Premium Statistic CTV ad fraud in the U.S. Q2 2025

Market leaders

4
  • Premium Statistic Top smart TV advertisers in the U.S. H1 2025, by number of total TV ad impressions
  • Premium Statistic Top smart TV ad categories in the U.S. H1 2025, by number of total TV ad impressions
  • Premium Statistic CTV ad spend share in the U.S. 2025, by company
  • Premium Statistic Top advertiser categories in the U.S. 2025, by average CTV advertising reach

Marketer usage

5
  • Premium Statistic Shift of media budgets to OTT/CTV in the U.S. 2025, by medium
  • Premium Statistic Top video ad types considered a must-buy by marketers in the U.S. 2025
  • Premium Statistic Leading metrics for evaluating CTV/ live sports campaigns worldwide 2025
  • Premium Statistic Leading CTV advertising challenges in the U.S. 2026
  • Premium Statistic Most important objectives for CTV ad spending according to marketers in the U.S. 2025

Consumer insights

7
  • Premium Statistic Adults' attitudes toward ad-supported TV in the U.S. 2026
  • Premium Statistic Top ad preferences of CTV users in the U.S. 2025
  • Premium Statistic Top CTV devices in the U.S. and Canada Q3 2025, by share of voice
  • Premium Statistic Top methods used to buy product/service after seeing TV ad U.S. 2025
  • Premium Statistic Digital video ad views in the U.S. 2020-2025, by device
  • Premium Statistic Top reasons CTV users did not scan QR codes on ads in the U.S. 2023
  • Premium Statistic Preferred ad categories among CTV users U.S. 2024
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