CTV Report

US CTV Ad Spend Projected To Grow 16.2% in 2024.


  • Advertiser Perceptions projects that U.S. ad spend growth for Connected TV in 2024 will grow 16.2% to $21.45 billion.
  • They attribute that expected growth to the this year’s upcoming Olympics and election cycle
  • Social media platforms saw ad spend grow 14.6% over the year prior, reaching $93.8 billion in 2023.
  • Retail media ad spend is expected to surpass $81.6 billion in 2024, representing 23.5% of all digital advertising in the U.S.

According to new data from Advertiser Perceptions, advertisers are expected to throw fistfuls of cash at Connected TV (CTV) this year. The report found that this year we can expect CTV ad spend to increase by 16.2% to a whopping $21.6 billion. And the reason for that growth? This year, viewers will be watching the summer Olympics and keeping up with the upcoming election on their television screens.

But it’s not just Connected TV in the ring. Social media, with its never-ending stream of short-form videos, has also been packing a punch. The channel increased ad spend by 14.6% in 2023, and that trend isn’t slowing down any time soon. And retail media, which saw a nearly 32% increase in ad spend last year, is projected to reach a staggering $81 billion in 2024. In the end, though, everyone wins when they take an audience-first approach to their ad strategy and prioritize getting their ads in front of the most ideal viewers, no matter what channel they’re on.

Connected TV in the News

Gen Z (60%), Millennials (56%) Say CTV Runs Better-Quality Ads

Magna Media Trials and Samsung Ads recently released a study exploring the Connected TV viewing habits of Gen Z and Millennials. The data and behavior revealed suggest that search may have a connection with the next-generation of CTV campaigns.

80% of Amazon Prime Viewers Are Subscribed to the New Ad-Supported Tier
MNTN Research

This year, Amazon Prime joined the ranks of the ad-supported by automatically turning their main subscription tier into one with ads — enrolling 160 million viewers into their new “with ads” basic tier. 

Disney Launches Refreshed Disney+ App With Hulu, Shakes Off the Blues
It’s not easy being green, so the Hulu integration on Disney+ is going teal. Disney announced the launch today of Hulu on Disney+ in the U.S. for Disney bundle subscribers, combining the Disney+ and Hulu libraries in one application.

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