Connected TV Advertising Stats 2026: Key Statistics for 2026
Connected TV advertising has emerged as one of the fastest-growing digital ad channels as streaming viewership surpasses linear TV. These statistics capture the CTV advertising landscape.
Key Statistics
US CTV ad spending reached $33.5 billion, up 22% year-over-year
Source: eMarketer (2025)
88% of US households have at least one connected TV device
Source: Leichtman Research (2024)
CTV ads deliver 98% video completion rates compared to 75% for mobile video
Source: Innovid (2025)
CTV campaigns generate 3.8x higher brand lift than linear TV campaigns
Source: Samsung Ads (2024)
The average CTV ad CPM is $35-$65 depending on targeting sophistication
Source: SpotX (2025)
Streaming accounts for 41.4% of total TV viewing time in the US
Source: Nielsen (2024)
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Key Takeaway
CTV advertising combines the visual impact of television with digital targeting and measurement. Near-perfect completion rates and strong brand lift make CTV one of the most effective upper-funnel channels available.