CTV advertising statistics

US CTV ad spend (2025 estimate)

$32.5B

Projected US connected TV advertising investment including programmatic and direct.

Source: IAB / eMarketer industry estimates

YoY CTV ad spend growth

+22%

Year-over-year growth rate for US CTV advertising investment.

Source: IAB Internet Advertising Revenue Report

Programmatic share of CTV

~55%

Approximate share of CTV impressions transacted programmatically vs direct IO.

Source: Industry analyst consensus (2025)

Political CTV spend (2024 cycle)

$1.6B+

Political advertising investment on connected TV during the 2024 US election cycle.

Source: AdImpact / industry estimates

Retail media CTV adoption

Growing

Retail media networks increasingly extend into CTV for closed-loop attribution.

Source: IAB State of Data report

US households with CTV

88%

Share of US TV households that use at least one internet-connected TV device.

Source: Leichtman Research Group

Streaming share of TV usage

47.5%

Streaming services' share of total US TV viewing time (broadcast, cable, streaming combined).

Source: Nielsen The Gauge

Linear TV viewing decline

-8% YoY

Continued erosion of traditional linear TV viewing hours among adults 18–49.

Source: Nielsen The Gauge

Average programmatic CTV CPM

$24–$35

Typical open-auction CPM range for general entertainment CTV inventory in the US.

Source: Industry benchmark surveys

Premium CTV CPM (sports/news)

$40–$65

Live sports and news adjacency command the highest programmatic CTV CPMs.

Source: Industry benchmark surveys

FAST channel average CPM

$12–$28

Free ad-supported streaming TV channels typically trade below premium SVOD inventory.

Source: Industry benchmark surveys

Average CTV video completion rate

88–95%

Non-skippable in-stream CTV ads typically achieve high completion vs digital video.

Source: IAB Digital Video In-Stream Ad Format guidelines

CTV viewability rate

95%+

Full-screen CTV video ads are considered highly viewable under MRC standards.

Source: MRC / IAB viewability standards

Household identity adoption

Majority of CTV buys

Most major CTV campaigns now use household-level identity for frequency management.

Source: IAB Tech Lab / industry surveys

VAST 4.2 adoption

Industry standard

VAST 4.2 is the recommended version for CTV deployments per IAB guidelines.

Source: IAB Tech Lab VAST specification

FAST channels available (US)

1,800+

Number of free ad-supported streaming channels available to US viewers across platforms.

Source: Industry aggregator estimates (2025)

Roku US household reach

80M+

Roku platform active accounts in the United States.

Source: Roku investor reporting

YouTube TV subscribers

8M+

Paid vMVPD subscribers on YouTube TV in the US.

Source: Google/Alphabet public reporting