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...

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