Marketers: Your Audience Is on CTV. Your Budget Should Be Too.

Abstract

• CTV now reaches more than two-thirds of the U.S. population, highlighting its vast and growing audience footprint.
• 47% of U.S. marketers say they plan to prioritize attribution and measurement in 2025, reflecting a sharpened focus on data-driven results.
• Nearly 70% of U.S. consumers will use CTV in 2025, yet linear TV still commands 67.5% of total TV ad budgets.
• 28% of advertisers cite robust reporting and insights as a leading advantage of CTV, and 69% rank it among the top three channels for achieving marketing goals.
• CTV drives 10x more conversions than linear TV — despite using only 60% of linear’s ad budget.

With two-thirds of Americans now streaming via Connected TV, and nearly 70% adoption projected for this year, this growing channel’s reach rivals that of traditional television. But while consumers have shifted their attention to streaming, advertisers are still playing catch-up — with linear TV still absorbing 67.5% of total TV ad budgets. Marketers have every reason to reconsider that split, especially as CTV platforms continue to deliver standout performance and audience insights.

Performance marketers already on the Connected TV bandwagon are seeing the benefits. Advertisers cite campaign measurement and insights as a top channel advantage, and 69% rank CTV/OTT among their top three most critical media types. And it’s not just upper-funnel: CTV generates 10x more conversions than linear TV, and for far less spend. As measurement technology matures and AI tools sharpen campaign precision, Connected TV is proving that it’s not just a branding tool — it’s a conversion engine.

Connected TV in the News

Amazon and Roku Partner Up To Offer More (and Cheaper) CTV Inventory EMARKETER Amazon will bring inventory from Roku to its demand-side platform starting in Q4 2025. The partnership will include channels available via Roku and Fire TV devices — giving advertisers access to inventory covering 80% of US CTV households.

Ad Revenue for CTV Platforms Will Grow by 26% in 2025 MNTN Research Despite an overall dip in national TV advertising revenue, CTV is a bright spot in the evolving media landscape. Pure-play CTV platforms (think premium streaming services) are poised for a 26% growth this year, reaching $7.8 billion in national ad spend. 

Streaming Beats Broadcast/Cable For First Time In May MediaPost Nielsen’s monthly Total TV/streaming measurement showed that in May, the share of streaming TV viewing of 44.8% exceeded the combined share of broadcast and cable TV viewing at 44.1%.