Executive Summary

Because viewers continue to flock to streaming video, connected TV (CTV) ad spending will continue to increase for the foreseeable future. Even in the midst of a global recession, CTV will be a bright spot in the ad industry this year.

How much will US advertisers spend on CTV?

In 2020, US CTV ad spending will total $8.11 billion and will increase to $11.36 billion in 2021. By 2024 it will reach $18.29 billion, more than double the amount spent this year.

Which companies will receive the most CTV ad dollars?

Net revenues from YouTube, Hulu, and Roku collectively account for about half of all CTV ad revenues.

Who is viewing content through CTVs?

Younger audiences are more likely to be CTV viewers, but older demographics are catching up. US CTV viewers in 2020 will total 45.7 million for Gen Z; 56.5 million for millennials; 48.5 million for Gen X; and 32.8 million for baby boomers.

What are the biggest challenges advertisers have with CTV?

Measurement, ad fraud, and planning campaigns in fragmented markets remain chief CTV advertising challenges.

WHAT’S IN THIS REPORT? This report presents our US CTV ad spending forecast and discusses the challenges advertisers face with this medium.

KEY STAT: US CTV ad spending will increase 27.1% to $8.11 billion in 2020.