68% of Marketers Say Connected TV Is a Must-Buy for 2025

Digital video advertising is starting off the year with strong momentum — and Connected TV is leading the charge. According to the IAB, every major digital video format (including CTV, social video, and online video) is expected to see double-digit growth in 2025. CTV, in particular, is becoming a priority for marketers, with 68% calling it a “must buy” in their media plans. That growing importance is tied to how much the channel has evolved, with greater flexibility, improved targeting, and scalable tools making CTV an even more essential part of the media mix.

Diving into the projected ad spend breakdown, CTV is expected to reach $26.6 billion in 2025 — a 13% increase year-over-year, and 43% higher than online video. And while social video is forecasted to lead in total spend at $27.2 billion, CTV is right on its heels. Marketers are also reallocating their budgets to support this new focus on Connected TV: 36% plan to shift spend from both linear TV and social media, and 32% from paid search. As budgets shift and priorities realign, it’s clear that CTV isn’t just gaining traction — it’s a core part of digital advertising strategies.

Connected TV in the News

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