Executive Summary

Connected TV (CTV) is the fastest-growing major ad format in the US, drawing strength from the migration of programming, viewers, and time spent to digital channels. Even after a forecast downgrade driven by adverse macroeconomic conditions and challenges in digital ad targeting and measurement, CTV remains a place where marketers see tremendous value in their ad investments—especially at a time when traditional TV is waning.

Key Question: What is our outlook for CTV ad spending in the next four years as linear TV continues to recede and emerging digital formats, like retail media, take hold?