"According to Pew Research, 83 percent of U.S. adults watch streaming services, while only 36 percent subscribe to cable or satellite TV at home. In Q4 2025, 74.2 percent of all TV viewing was ad-supported, with streaming accounting for 45.6 percent of that share, the largest of any category, per Nielsen."
"Ad dollars are following the audience. According to IAB, CTV ad spend grew 16 percent year over year in 2024, and digital video surpassed linear TV for the first time that year, capturing 51 percent of total TV and video ad spend."
"Connected TV (CTV) is exactly what it sounds like; televisions that connect to the internet. But it's so much more than just smart TVs. CTV encompasses any device that allows you to stream content on your TV screen-think Roku, Amazon Fire Stick, and gaming consoles as well."
Connected TV (CTV) advertising delivers video ads on internet-connected devices, providing targeting and measurement capabilities that traditional linear TV lacks. In Q4 2025, streaming accounted for 45.6% of ad-supported TV viewing, while only 36% of U.S. adults subscribed to cable. CTV ad spend grew 16% year over year in 2024, surpassing linear TV for the first time. The rise of self-serve buying tools has made CTV accessible for various businesses, allowing for meaningful tests without a traditional TV budget.
Read at Neil Patel
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