US CTV Ad Spending Grew by $8 Billion in the Last Two Years

Connected TV advertising has experienced tremendous growth over the last two years according to new research from EMARKETER, with US CTV ad spending surging by more than $8 billion. As more viewers turn to streaming, platforms are ramping up their ad offerings to capture a share of this growing market. And with those ad-supported streaming tiers becoming more popular, services have to compete for both viewer attention and advertiser budgets.

Among the key players, Amazon made waves with the introduction of an ad tier for Prime Video, securing its position as a top contender in ad revenue, while Hulu continues to perform well thanks to its established ad-supported model. Netflix, on the other hand, has seen slower growth in ad revenues despite leading in time spent by viewers. Meanwhile, Tubi has quietly increased its share of time spent with TV, and platforms like Max and Peacock are working to find a balance between ad loads and user experience. Ultimately, as ad-supported streaming options grow, marketers should keep a close watch on how these services adapt their ad-supported offerings in this changing market.

Connected TV in the News

Broadcast TV Networks’ Reach for Viewers 18+ Now Under 50%
MediaPost
New data from MoffettNathanson Research finds key reach metrics for the largest broadcast networks are now well below 50%, with cable TV networks now under 30%.

What’s on Your Holiday (Ad Creative) Wish List?
MNTN Research
As brands battle it out for your attention and dollars in Q4, ever wondered what makes a shopper go from “checked out” to hitting the “checkout” button on your site?

TV’s New Big Four: Streaming Wars Enter New Phase
Variety
The “Streaming Four” — Netflix, YouTube, Disney, and Amazon — each bring unique strengths to the table, shaping the evolving landscape of direct-to-consumer entertainment.