Global Ad Trends: Connected TV’s next episode

This report summarises the latest research from WARC Media, with a focus on Connected TV.
  • Connected TV consumption is growing fast, with more than four-fifths (83%) of American households being CTV-enabled, as viewers switch from linear broadcast to streaming.
  • CTV ad investment is expected to reach $25.9bn globally in 2023, and continue to grow at a compound CAGR of 10.4% over the next five years.
  • However, CTV media owners are mostly competing for existing TV budgets – rather than winning share of spend from digital channels like social, or accessing new budgets, as retail media has achieved.
  • The CTV landscape is highly fragmented across tech vendors and content publishers, posing issues, not least in the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands