Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Your destination for the latest CTV stats, trends, and insights.
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More and more consumers are watching their favorite TV content through Connected TV. According to a new report from eMarketer, the number of ad-supported video-on-demand (AVOD) watchers is expected to jump by 8.6% YoY, surpassing 140 million in 2022. The source expects that jump, along with an expected rise in SVOD viewers, will mean that two-thirds of the US population will be accessible through Connected TV by the end of the year (an increase of 14 percentage points compared to five years ago).
As a result, many advertisers are increasing their spend on this channel. eMarketer estimates there will be a 33.1% increase in Connected TV advertising revenues for 2022, bringing the expected total to around $18.89 billion. And while they expect that rate of growth will decline over the next five years as the channel becomes more saturated, by 2026 the report estimates that CTV ad spending will account for more than 10% of all digital ad spending, reaching $38.83 billion. Ultimately, it looks like Connected TV will continue its growth in popularity well into the future.
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