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EMARKETER

UK CTV Use and Advertising 2024

TV Viewing Habits Continue to Digitize, and Marketers Are Catching Up

Report by Bill Fisher  |  Dec 9, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
The CTV ad market opportunity is growing rapidly
Ad dollars are following the eyeballs
Advertisers’ attitudes to CTV are also maturing
Sources
Media Gallery
About This Report
The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.
Topics
Connected TVs
UK
Table of Contents
Executive Summary
The CTV ad market opportunity is growing rapidly
Ad dollars are following the eyeballs
Advertisers’ attitudes to CTV are also maturing
Sources
Media Gallery

The connected TV (CTV) ad market will almost double between 2023 and 2028, when CTV spend will challenge linear. Cost of living is fueling uptake of ad-supported video platforms, while the rapid replacement cycle is placing CTV in most households.

Key Question: How big is the CTV advertising opportunity in the UK?

Connected TV (CTV) Ad Spending Will Surge Past £2 Billion in 2025 and Pass £3 Billion by 2028 (billions in UK CTV ad spending and % change, 2023-2028)
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Key Stat: By 2028, CTV ad spending will surpass £3 billion ($3.73 billion), almost double the 2023 investment, per our forecast.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The CTV ad market opportunity is growing rapidly
  1. Ad dollars are following the eyeballs
  2. Advertisers’ attitudes to CTV are also maturing
  1. Sources
  2. Media Gallery

Charts in This Report

Connected TV (CTV) Ad Spending Will Surge Past £2 Billion in 2025 and Pass £3 Billion by 2028 (billions in UK CTV ad spending and % change, 2023-2028)Only Retail Media Ad Spending Growth Will Consistently Outperform Connected TV (CTV) (% change in UK ad spending on select digital channels, 2023-2028)
CTV Users Account for More Than Two-Thirds of the Population, Up From Under a Third 10 Years Ago (millions of UK connected TV (CTV) users and % of total population, 2014-2028)Live TV Still Rules for Time Spent With Video, but Digitally Delivered Content Isn't Far Behind (minutes spent per day watching video in the UK, by age and category, 2023)
Cost Is the Biggest Perceived Barrier to Connected TV (CTV) Ad Buys (% of UK marketing decision-makers, by top 3 perceived disadvantages of CTV, March 2024)

authors

Bill Fisher

Contributors

Ross Benes
Senior Analyst
Naomi Rebuelta
Copy Editor
Shelleen Shum
VP, Forecasting
Heather Sprung
Senior Editor
Tracy Tang
Senior Researcher
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
Antonella Yannelli
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