The data: US connected TV (CTV) ad spend will top the global charts in 2026 at $36.95 billion, per our forecast, more than 10 times the spend of each of the following two countries—the UK and China—at $3.45 billion and $3.40 billion, respectively.

However, CTV ad spend growth will be faster in other markets.

• We expect India’s ad spend to increase 31.5% YoY. Brazil will finish the year in second at 29.7%, followed by Spain (29.0%).
• The US will reach No. 10 among the countries we assessed, with 19.3% YoY growth.

What it means: The US established the CTV ad model, but other markets are growing up as platforms, audiences, inventory, and advertiser demand develop. Faster growth but less current spend in countries like India shows that scale and momentum are separating.

Advertisers in countries including India, Brazil, Spain, and Italy may be entering the next phase of CTV adoption by capturing audiences and ad spend in markets where streaming monetization has more runway. Growth indicates that CTV is a strong way to reach streaming audiences outside English-speaking markets.

However, CTV’s global expansion could add a fragmentation risk—more international inventory adds more opportunities, but building campaigns across markets means navigating different platforms, measurement systems, audience behaviors, cultural norms, and data environments.

Looking ahead: The US is projected to continue dominating in overall spend, with 2030 CTV ad spend expected to reach $59.25 billion—up 60.4% from 2026.

However, other top markets will outpace it in growth: We expect Brazil’s CTV ad spend to increase 106.3% between 2026 and 2030, with Spain (100%), Italy (94.4%), and India (77.8%) growing at a slightly slower rate.

Recommendations for advertisers: Brand awareness could be easier to achieve with a growing international audience, but teams should watch for target audiences’ appetite for CTV content and what returns on advertising investment look like market by market.

Look beyond CTV as a primarily US media channel and consider where expanding inventory can justify shifting budgets—the US provides huge reach and established infrastructure, but markets like India and Brazil offer growth potential.