Connected TV (CTV) Advertising Statistics: 47 Verified Data Points for 2026

Connected TV (CTV) has moved from an experimental line item to one of the fastest-growing channels in the U.S. ad market. This briefing separates two things that are often blurred: Nielsen panel measurement of how Americans actually watch television, and vendor forecasts of how many dollars advertisers spend reaching them. Every number below carries a publisher, a year, and a source link so it can be checked.

Definitions used here: CTV means a television set connected to the internet through a smart TV, streaming stick, game console, or set-top device. OTT (over-the-top) means video delivered over the internet rather than through cable or broadcast. Linear TV means traditional broadcast and cable. Nielsen figures are primary panel measurement of viewing time; IAB, eMarketer, and Statista figures are ad-spend estimates and forecasts, which are modeled, not measured.

Executive Summary

• Streaming reached 47.5% of total U.S. TV viewing in December 2025, the largest monthly share ever recorded by Nielsen’s The Gauge (Source: Nielsen, The Gauge, December 2025 data, published January 2026).
• Streaming first surpassed combined broadcast and cable viewing in May 2025, at 44.8% versus 44.2% combined (Source: Nielsen, The Gauge, May 2025).
• U.S. digital video ad spend rose 18% in 2024 to $64 billion and is projected to reach $72 billion in 2025 (Source: IAB, 2025 Digital Video Ad Spend & Strategy Report, July 2025).
• U.S. CTV ad spend reached $23.6 billion in 2024, up 16% year over year, and is projected at $26.6 billion for 2025 (Source: IAB, 2025 Digital Video Ad Spend & Strategy Report, July 2025).
• eMarketer estimated total U.S. CTV ad spending at $33.35 billion in 2025 and forecasts $37.95 billion in 2026, up roughly 14.5% (Source: eMarketer, US CTV Ad Spending Forecast, 2025).
• About 76% of CTV ad spend is now transacted programmatically, up from 54% in 2023 (Source: eMarketer, 2025).
• 87% of U.S. TV households had at least one connected TV device, and 46% of adults watched video via a connected device daily (Source: Leichtman Research Group, Connected TVs 2022 survey, June 2022).
• Worldwide CTV ad spending in the digital video market was projected to reach $56.08 billion in 2025, with a 16.55% CAGR through 2030 (Source: Statista Market Insights, 2025).

Key Findings

• Streaming captured 47.5% of U.S. TV viewing in December 2025, eclipsing its prior record set in July 2025 (Source: Nielsen, The Gauge, December 2025).
• Streaming reached 47.3% of U.S. TV viewing in July 2025, the prior monthly record (Source: Nielsen, The Gauge, July 2025).
• In May 2025, streaming at 44.8% first exceeded combined broadcast (20.1%) and cable (24.1%) viewing, which totaled 44.2% (Source: Nielsen, The Gauge, May 2025).
• From May 2021 to May 2025, U.S. streaming usage rose 71% while broadcast fell 21% and cable fell 39% (Source: Nielsen, The Gauge, May 2025).
• Netflix accounted for 9.0% of all U.S. TV viewing in December 2025, the largest single streaming platform that month (Source: Nielsen, The Gauge, December 2025).
• Viewing to ad-supported content reached 73.6% of overall U.S. TV viewing in Q2 2025 (Source: Nielsen, Q2 2025 Ad-Supported Gauge).
• U.S. digital video ad spend grew 18% in 2024 to $64 billion, two to three times faster than total media (Source: IAB, 2025 Digital Video Ad Spend & Strategy Report).
• U.S. CTV ad spend rose 16% in 2024 to $23.6 billion (Source: IAB, 2025 Digital Video Ad Spend & Strategy Report).
• Digital video was projected to reach nearly 60% of all U.S. TV/video ad spend in 2025, after surpassing linear TV for the first time in 2024 (Source: IAB, 2025).
• Of new CTV ad dollars, 36% were reallocated from linear TV and 36% from social media, per IAB’s 2025 buyer survey (Source: IAB, 2025).
• eMarketer estimated U.S. CTV ad spending at $33.35 billion in 2025 (Source: eMarketer, 2025).
• eMarketer forecasts U.S. CTV ad spending of $37.95 billion in 2026, up about 14.5% year over year (Source: eMarketer, 2025-2026).
• About 76% of CTV ad spend was transacted programmatically in 2025, up from 54% in 2023 (Source: eMarketer, 2025).
• 87% of U.S. TV households had at least one connected TV device in 2022, up from 80% in 2020 and 38% in 2012 (Source: Leichtman Research Group, June 2022).
• Worldwide CTV ad spending was projected to reach $56.08 billion in 2025, with a forecast 16.55% CAGR to $120.62 billion by 2030 (Source: Statista Market Insights, 2025).

Viewership and Reach: Nielsen Primary Panel Data

Nielsen’s The Gauge is a monthly measurement of how total U.S. TV time is split across broadcast, cable, and streaming, drawn from Nielsen’s national panel. It is the primary source for actual viewing behavior and should not be confused with ad-spend estimates. The trend through 2025 is consistent: streaming’s share of viewing climbed steadily and set repeated records.

Streaming reached 44.8% of U.S. TV viewing in May 2025, surpassing combined broadcast and cable (44.2%) for the first time (Source: Nielsen, The Gauge, May 2025). Streaming climbed to 47.3% in July 2025 (Source: Nielsen, The Gauge, July 2025). Streaming set a new record of 47.5% in December 2025 (Source: Nielsen, The Gauge, December 2025). In that December reading, broadcast held 21.4% and cable 20.2% of total watch-time (Source: Nielsen, The Gauge, December 2025). On Christmas Day 2025, streaming reached 54% of viewing and 55.1 billion viewing minutes, a single-day record up 8% from the prior year (Source: Nielsen, The Gauge, December 2025).

For advertisers, the most relevant Nielsen figure is ad-supported viewing. Content with ads accounted for 73.6% of overall U.S. TV viewing in Q2 2025 (Source: Nielsen, Q2 2025 Ad-Supported Gauge). This means the large majority of viewing time, including much streaming time, remains addressable by advertising despite the growth of ad-free subscription tiers.

Device and Household Reach

Household penetration sets the ceiling for CTV’s addressable audience. The most cited primary survey is Leichtman Research Group’s, though the headline 87% figure dates to mid-2022 and should be treated as a floor rather than a current reading.

87% of U.S. TV households had at least one connected TV device in 2022, up from 80% in 2020, 69% in 2017, and 38% in 2012 (Source: Leichtman Research Group, Connected TVs 2022 survey, June 2022, n=1,902 consumers). The mean number of connected devices per TV household was 3.9 in 2022, up from 3.2 in 2020 and 2.4 in 2017 (Source: Leichtman Research Group, June 2022). 46% of U.S. adults watched video on a TV via a connected device daily in 2022, up from 40% in 2020 (Source: Leichtman Research Group, June 2022). Among adults aged 18 to 34, 62% watched CTV daily in 2022 (Source: Leichtman Research Group, June 2022).

Limitation: penetration has likely risen since 2022, but no equally authoritative single-survey update was confirmed for this briefing, so the 2022 figure is reported as-is rather than projected forward.

Ad Spend and Market Size: Vendor Forecasts

Ad-spend numbers are modeled estimates from research vendors, not panel measurement. The two most-cited U.S. sources, IAB and eMarketer, use different definitions and so report different totals, which is normal and worth flagging rather than reconciling falsely.

IAB reported U.S. CTV ad spend of $23.6 billion in 2024, up 16% year over year, with a projection of $26.6 billion for 2025 (Source: IAB, 2025 Digital Video Ad Spend & Strategy Report, July 2025). eMarketer estimated a broader U.S. CTV total of $33.35 billion in 2025 (Source: eMarketer, 2025). The gap between the two reflects different inclusion rules for what counts as CTV versus other digital video, not a contradiction.

Within total digital video, IAB pegged U.S. digital video ad spend at $64 billion in 2024 (up 18%) and projected $72 billion for 2025 (up 14%) (Source: IAB, 2025). IAB’s 2024 category split was CTV at $23.6 billion, social video at $23.7 billion, and online video at $16.6 billion (Source: IAB, 2025). Digital video was set to capture nearly 60% of all U.S. TV/video ad spend in 2025, having passed linear TV for the first time in 2024 (Source: IAB, 2025).

Programmatic CTV

The buying mechanics of CTV have shifted decisively toward automated, programmatic transactions, which lowers the entry cost for smaller advertisers and improves targeting and measurement.

About 76% of CTV ad spend was bought programmatically in 2025, up from 54% in 2023 (Source: eMarketer, 2025). Global programmatic CTV ad spend was projected to reach roughly $42 billion in 2026, a 38% increase over 2025, among the fastest-growing programmatic segments (Source: eMarketer, 2026). For context, programmatic was projected to account for nearly 9 in 10 worldwide digital display ad dollars in 2025, so CTV is converging toward the broader display norm (Source: eMarketer, 2025).

Forecasts and the Linear Crossover

The defining forecast in this category is when CTV ad spend will overtake linear TV. Vendors agree the crossover is near but place it in slightly different years, so the range matters more than any single point.

eMarketer forecasts U.S. CTV ad spending of $37.95 billion in 2026, up about 14.5%, and roughly $46.89 billion by 2028 (Source: eMarketer, 2025). eMarketer projects U.S. CTV growth decelerating from about 14% in 2026 to roughly 11% by 2029, reaching about $51 billion by 2029 (Source: eMarketer, 2025-2026). Globally, linear TV has fallen to about 12% of ad spending while CTV is on pace to exceed 40% of TV ad spending by 2030 (Source: eMarketer, 2025-2026). Statista projects worldwide CTV ad spending of $56.08 billion in 2025 growing to $120.62 billion by 2030 at a 16.55% CAGR (Source: Statista Market Insights, 2025).

Original Synthesis

The following three insights are derived by combining the cited public datasets. Each states its formula, inputs, and limitations. None should be read as precise; they are directional ratios meant to frame the market.

1. The viewing-share versus ad-share gap

Streaming reached 47.5% of U.S. TV viewing in December 2025 (Nielsen). eMarketer’s 2026 forecast puts CTV at about 8.1% of total U.S. ad spend versus linear TV’s 11.2% (eMarketer). Comparing CTV’s share of viewing to its share of total ad budget shows advertising dollars still trail attention. Formula: viewing share (Nielsen panel) compared against ad-spend share of total media (eMarketer forecast). Inputs: Nielsen The Gauge December 2025; eMarketer 2026 ad-spend share. Limitation: the two metrics use different denominators (TV viewing time versus all-media ad spend), so this is a directional comparison, not a like-for-like ratio.

2. Implied dollars per point of streaming viewing

Dividing eMarketer’s 2025 U.S. CTV estimate of $33.35 billion by roughly 45 points of average 2025 streaming viewing share yields on the order of $740 million of CTV ad spend per share point of streaming. Formula: U.S. CTV ad spend divided by approximate annual average streaming viewing share. Inputs: eMarketer 2025 CTV estimate; Nielsen 2025 monthly Gauge readings (44.3% to 47.5%). Limitation: viewing share is not a revenue base, much streaming is ad-free subscription, and the average share is approximate, so this is an illustrative monetization density only.

3. Programmatic acceleration index

Programmatic CTV share rose from 54% (2023) to about 76% (2025), an increase of 22 percentage points in two years, or roughly 11 points per year. Formula: change in programmatic share divided by elapsed years. Inputs: eMarketer 2023 and 2025 programmatic CTV share. Limitation: two data points cannot establish a sustained linear trend, and the share is bounded at 100%, so the pace will necessarily slow.

Tables

Table 1: Streaming share of U.S. TV viewing, 2025 (Nielsen The Gauge)

Source for all cells: Nielsen, The Gauge, 2025 monthly reports.

Table 2: U.S. digital video ad spend by category, 2024 vs 2025 (IAB)

Source for all cells: IAB, 2025 Digital Video Ad Spend & Strategy Report, July 2025.

Table 3: U.S. CTV ad spend, vendor estimates and forecasts

Sources noted per cell. IAB and eMarketer use different CTV definitions, which explains the 2025 gap.

Charts to build

• Streaming vs broadcast vs cable, monthly 2025. Data needed: monthly Gauge shares. Source: Nielsen The Gauge. Insight: the May crossover and December record. Citation-worthy because it shows the exact month streaming overtook traditional TV combined.
• U.S. CTV ad spend, 2024 to 2029. Data needed: annual CTV spend. Source: IAB and eMarketer. Insight: the trajectory toward overtaking linear. Citation-worthy as the headline market-size curve.
• Programmatic share of CTV, 2023 vs 2025. Data needed: programmatic CTV share. Source: eMarketer. Insight: 54% to 76% in two years. Citation-worthy for showing buying-method maturation.
• Viewing share vs ad-spend share gap. Data needed: streaming viewing share and CTV ad-spend share. Sources: Nielsen and eMarketer. Insight: dollars trail attention. Citation-worthy as the core monetization-gap visual.
• Digital video category split, 2024. Data needed: CTV, social video, online video. Source: IAB. Insight: CTV and social video are near parity. Citation-worthy for framing competitive video budgets.

One simple inline chart, U.S. CTV ad spend by year (relative bar lengths):

Bars scaled to the $51B maximum. 2024 is IAB CTV; 2025 and later are eMarketer CTV estimates and forecasts (Sources: IAB, 2025; eMarketer, 2025-2026).

Methodology

Sources were selected by priority: primary panel measurement and official industry bodies first (Nielsen, IAB), then established research vendors that publish transparent forecasts (eMarketer, Statista), then a primary household survey (Leichtman Research Group). Inclusion required a publisher name, a year, and a verifiable URL. Numbers that could not be tied to a dated primary or clearly-sourced secondary page were excluded.

Conflicting numbers were not averaged. Where IAB and eMarketer report different U.S. CTV totals for 2025 ($26.6B vs $33.35B), both are shown with their definitional difference flagged. Nielsen viewing figures are kept strictly separate from ad-spend forecasts because one is measured behavior and the other is modeled spending. Derived insights in the Original Synthesis section state their formula and inputs and are labeled directional. The Leichtman 87% penetration figure is dated to June 2022 and not projected forward. Date of last update: June 2026.

Source Quality

Tier 1 (primary measurement / official bodies): Nielsen The Gauge and Ad-Supported Gauge (panel measurement of U.S. TV viewing); IAB Digital Video Ad Spend & Strategy Report (official trade association, buyer survey); Leichtman Research Group (primary consumer survey).

Tier 2 (credible market research / forecasts): eMarketer (modeled U.S. and global ad-spend forecasts); Statista Market Insights (modeled worldwide forecasts).

Tier 3 (reputable trade journalism): Next TV and PRNewswire coverage used only to confirm dates and survey details, not as primary number sources.

Most Quotable Statistics

• Streaming hit 47.5% of U.S. TV viewing in December 2025, an all-time record (Nielsen, The Gauge).
• Streaming overtook combined broadcast and cable for the first time in May 2025, 44.8% to 44.2% (Nielsen, The Gauge).
• U.S. CTV ad spend reached $23.6 billion in 2024, up 16% (IAB, 2025).
• About 76% of CTV ad dollars are now bought programmatically, up from 54% in 2023 (eMarketer, 2025).
• Ad-supported content was 73.6% of U.S. TV viewing in Q2 2025 (Nielsen, Ad-Supported Gauge).

Data Limitations

Ad-spend totals from IAB, eMarketer, and Statista are modeled estimates and differ by definition; they should not be summed or directly compared across vendors. Nielsen’s panel measures U.S. TV-set viewing and may under-represent some out-of-home or mobile streaming. The Leichtman 87% penetration figure is from June 2022 and is almost certainly higher now, but no equally authoritative single update was confirmed here. Forecasts beyond 2026 carry rising uncertainty and were revised by vendors over the period. Worldwide and U.S. figures are not interchangeable.

Recommended Dataset Fields

For a downloadable CSV, recommended columns: metric_name, value, unit, year, geography (US or worldwide), metric_type (viewing_share, ad_spend, penetration, programmatic_share), publisher, source_url, measurement_basis (panel, survey, or forecast), notes.

Press Summary

U.S. connected TV is now central to both viewing and advertising. Nielsen’s The Gauge, the primary panel measure of how Americans watch television, recorded streaming at 47.5% of all TV viewing in December 2025, an all-time high, after streaming first overtook combined broadcast and cable in May 2025. Advertising dollars are following the audience: the IAB reported U.S. CTV ad spend of $23.6 billion in 2024, up 16%, while eMarketer estimated a broader $33.35 billion in 2025 and forecasts $37.95 billion in 2026. Roughly three-quarters of CTV spend is now bought programmatically, up from just over half in 2023. Ad-supported content still made up 73.6% of TV viewing in Q2 2025, keeping most viewing addressable. Vendors expect CTV to keep closing the gap with linear TV through the second half of the decade. Figures combine Nielsen panel measurement with IAB, eMarketer, and Statista forecasts.

Suggested Headlines

• Streaming Hit a Record 47.5% of U.S. TV Viewing in December 2025
• CTV Ad Spend Crossed $23.6 Billion in 2024, and the Climb Is Accelerating
• Three-Quarters of CTV Ad Buying Is Now Programmatic
• The Month Streaming Beat Cable and Broadcast Combined
• Where the Television Ad Dollars Are Going: A CTV Data Briefing

FAQ

What share of U.S. TV viewing is streaming?

Streaming reached 47.5% of total U.S. TV viewing in December 2025, an all-time monthly record (Source: Nielsen, The Gauge, December 2025).

When did streaming overtake broadcast and cable combined?

In May 2025, streaming reached 44.8% versus 44.2% for broadcast and cable combined, the first such crossover (Source: Nielsen, The Gauge, May 2025).

How big is U.S. CTV ad spend?

The IAB reported $23.6 billion in 2024 (up 16%) and projects $26.6 billion for 2025; eMarketer estimates a broader $33.35 billion for 2025 (Sources: IAB, 2025; eMarketer, 2025).

What is CTV ad spend forecast for 2026?

eMarketer forecasts U.S. CTV ad spending of $37.95 billion in 2026, up about 14.5% (Source: eMarketer, 2025).

How much of CTV is bought programmatically?

About 76% of CTV ad spend was transacted programmatically in 2025, up from 54% in 2023 (Source: eMarketer, 2025).

What share of TV/video ad spend is digital video?

Digital video was projected to reach nearly 60% of all U.S. TV/video ad spend in 2025, after passing linear TV in 2024 (Source: IAB, 2025).

How many U.S. households have a connected TV device?

87% of U.S. TV households had at least one connected TV device as of the Connected TVs 2022 survey (Source: Leichtman Research Group, June 2022).

How much TV viewing is ad-supported?

Ad-supported content accounted for 73.6% of overall U.S. TV viewing in Q2 2025 (Source: Nielsen, Q2 2025 Ad-Supported Gauge).

How large is worldwide CTV ad spending?

Statista projected worldwide CTV ad spending of $56.08 billion in 2025, growing to $120.62 billion by 2030 at a 16.55% CAGR (Source: Statista Market Insights, 2025).

Will CTV overtake linear TV ad spend?

eMarketer projects U.S. CTV reaching roughly $46.89 billion by 2028 and about $51 billion by 2029 as linear declines, with CTV on pace to exceed 40% of global TV ad spending by 2030 (Source: eMarketer, 2025-2026).

This briefing is published by CO Consulting, a research-driven growth-consulting firm. For teams planning CTV budget allocation against these benchmarks, a brief consultation is available.

Related research

• Google Ads CPC by Industry
• Programmatic & Display Ads
• Retail Media
• Out-of-Home (OOH) Ads
• Podcast Advertising