58% of Media Agency Professionals Are Boosting Their Investment in CTV

Looks like 2025 is the year when the majority of agencies will capitalize on the streaming boom. According to recent data from Pixability, 58% of U.S. media agency professionals plan to increase their investments in Connected TV (CTV). That’s in contrast to the 32% who say they expect to reduce spending on linear TV. This shift reflects growing confidence in CTV’s ability to deliver measurable results and better engage today’s audiences. With CTV ad spending overall projected to grow by 15.8% and reach $33.4 billion by the end of 2025, advertisers are clearly recognizing the value of reallocating budgets toward streaming platforms.

At the same time, audience behavior is reinforcing this trend. Nearly 70% of the U.S. population (69.2%) is expected to be CTV users in 2025, as more viewers move away from traditional linear TV in favor of streaming content. This steady migration highlights the ongoing shift in how people consume media — creating a strong incentive for brands to invest in CTV to stay aligned with changing viewing habits. Ultimately, as CTV adoption continues to rise, marketers and agency professionals who prioritize these platforms will be better positioned to reach engaged audiences and drive meaningful results.

Connected TV in the News

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