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Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →UK CTV Use and Advertising 2024
TV Viewing Habits Continue to Digitize, and Marketers Are Catching Up
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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.
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?
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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.
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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