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See All Topics →Latest Articles
Explore our Research →The big answers: EMARKETER Daily quiz
Article |
 Nov 18, 2025
One in 3 genAI users encounter inaccuracies or misleading outputs
Article |
 Nov 18, 2025
Shay Mitchell’s face masks for kids sparks debate on Gen Alpha beauty products
Article |
 Nov 18, 2025
Streaming's profit growth could mean more scrutiny, audiences for marketers
Article |
 Nov 18, 2025
Consumers are rejecting AI-generated creator content
Article |
 Nov 17, 2025
Gen Z needs life-stage-based financial advice
Article |
 Nov 17, 2025
Citi and Bank of America score well as banks rethink the mortgage customer experience
Article |
 Nov 17, 2025
7-Eleven's puzzling expansion strategy
Article |
 Nov 17, 2025
YouTube, rising prices, and the shifting balance of CTV in 2026
Article |
 Nov 17, 2025
Partnerships, measurement, and AI are leading the next phase of retail media, per earnings
Article |
 Nov 17, 2025
About
Our Methodology
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Learn More →Connected TV Users, by Generation
Ad Spending
Ad Spending per Hour, per Person
Upfront Ad Spending
Retail Media
Programmatic
Ad Revenue, by Company
Users
by Age
by Generation
by Device
Source: EMARKETER Forecast, October 2025 - November 2025Â
Note:Â individuals who use the internet through a connected TV at least once per month; Gen Alpha are individuals born between 2013 and 2024; Gen Z are individuals born between 1997 and 2012; Millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; Baby boomers are individuals born between 1946 and 1964
Additional Note:Â Connected TVs are TV sets connected to the internet through built-in internet capability or through another device such as a Blu-ray player, game console, set-top box (e.g., Apple TV, Google Chromecast, Roku), etc.
Methodology:Â Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.