April 27, 2022

US Upfront Connected TV (CTV) Video Ad Spending, 2019-2023 (billions, % of upfront/NewFront digital video ad spending, and % of CTV video ad spending)


Digital video advertising that appears on connected TV (CTV) devices. Examples include in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising.


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.