CTV ad spending has been booming, but not by nearly enough to keep up with consumer behavior. CTV ad spending will increase by 18.8% this year—one of the highest rates of any media we track for the seventh consecutive year. Yet the gap between CTV’s share of consumer attention and its share of total ad spending continues to widen.

The hype around CTV is justified, but the ad industry’s response is still sluggish. By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026.

Read the full report, US Ad Spending vs. Time Spent 2024.