CTV Advertising Stats 2026: Key Statistics for 2026
CTV advertising is being shaped by the rapid growth of ad-supported streaming tiers and improved measurement capabilities. These statistics focus on the latest developments in connected TV campaigns.
Key Statistics
Ad-supported streaming subscriptions grew 42% year-over-year following Netflix and Disney+ ad tier launches
Source: Antenna (2025)
Audit your marketing free62% of CTV viewers prefer free ad-supported content over paid subscriptions
Source: Hub Entertainment Research (2024)
Audit your marketing freeCTV ad targeting accuracy reached 87% for household-level targeting
Source: Innovid (2025)
Audit your marketing freeShoppable CTV ads increase purchase intent by 32% over standard TV ads
Source: NBCUniversal (2024)
Audit your marketing freeCTV ad fraud rates dropped to 1.4% as the industry improved verification
Source: DoubleVerify (2025)
Audit your marketing freeCross-screen CTV measurement adoption grew 67% among enterprise advertisers
Source: VideoAmp (2024)
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Key Takeaway
The surge in ad-supported streaming is expanding CTV inventory while targeting and measurement capabilities continue to mature. Shoppable formats and improved fraud prevention are making CTV increasingly accountable as a performance channel.
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