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US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

Beyond the chart: Networks are following this shift to digital and investing in ad-supported video-on-demand (AVOD) services, which are fueling CTV advertising. Premium streaming platforms like Disney+ and Netflix are also pushing into the AVOD space, currently dominated by Hulu in the US. With 41.6% of the population using AVOD services this year and time spent with CTVs and the like approaching 2 hours per day, expect ad dollars to rush into these formats.

More like this:

• Report: Upfront TV and Digital Video 2022
• Article: Advertisers are losing $1 billion on CTV ads that run while TVs are off
• Article: The merged Warner Bros. Discovery could push ad prices up across the industry