A. Guttmann
Research Lead covering media
Connected TV advertising in the U.S. - statistics & facts
In the United States, three small letters have turned video consumption and the entire digital advertising landscape on their heads. CTV, or connected TV, refers to internet-connected devices such as smart TVs, set-top boxes, and game consoles. It has become one of the most impactful broadcast innovations of the past few decades because it allows viewers to access the vast digital portfolio of over-the-top (OTT) digital video content. The smart TV penetration rate in U.S. TV households reached over 80 percent in 2025. As viewers rapidly switch from linear TV to streaming alternatives, advertisers are quick to embrace the potential of this digital migration.
