ctv-advertising-statistics-2025

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- # CTV Advertising Statistics: 25 Numbers Every Marketer Needs in 2025
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- **Subtitle:** The latest viewership, ad spend, and performance data to guide your strategy
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- **Placement:** Top of article
- **Type:** Hero (Digital Scrapbook style)
- **Description:** Data and analytics themed scrapbook with charts and statistics visual
- **Prompt:** Create a Digital Scrapbook style hero image for a CTV advertising statistics article.
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- Background: Textured off-white cardstock with subtle paper grain, flat even lighting.
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- Central element: A high-quality photograph of a modern smart TV displaying colorful data visualizations and charts, looking like a printed photo taped to the page with teal washi tape.
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- Hand-drawn marker overlays in dark navy: Thematic data icons sketched around the photo including a bar chart icon, pie chart sketch, upward trending arrow, percentage symbol, and a banner reading "CTV STATISTICS 2025".
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- Accent elements: Teal arrows pointing to key elements, lime yellow sparkles for energy highlights, small star doodles, hand-drawn numbers "44.8%" and "$33B".
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- Color palette: Teal tape, navy text/doodles, lime yellow accents, cream/off-white background.
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- Style: Physical scrapbook aesthetic with subtle drop shadows. Hand-drawn elements should look data-focused and analytical.
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- Format 16:9.
- **Filename:** hero.png
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- Streaming just crossed a historic milestone. For the first time ever, streaming viewership has surpassed broadcast and cable television combined.
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- That's not a prediction for someday. It happened in May 2025, when streaming captured 44.8% of all TV viewing, according to [Nielsen's The Gauge](https://www.nielsen.com/data-center/the-gauge/). Broadcast (20.1%) and cable (24.1%) combined for just 44.2%.
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- If you're still treating [CTV advertising](https://adwave.com/resources/what-is-connected-tv-advertising/) as a "nice to have" rather than a core channel, these statistics might change your mind. Here are 25 numbers every marketer needs to know in 2025.
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- ## CTV Viewership Statistics: Connected TV Statistics That Matter
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- The shift to streaming isn't slowing down. Here's what the connected TV statistics reveal about the audience landscape:
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- **1. Streaming commands 44.8% of all TV viewing** (Nielsen, May 2025). This is the highest share ever recorded and represents a 71% increase since 2021.
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- **2. Broadcast TV has dropped to 20.1%** of viewing, down 21% compared to May 2021 (Nielsen).
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- **3. Cable TV now represents just 24.1%** of viewing, down 39% from 2021 levels (Nielsen).
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- **4. YouTube captures 12.5% of all television viewing**, the highest share for any single streaming platform. That's up over 120% since 2021 (Nielsen).
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- **5. FAST services (Pluto TV, Roku Channel, Tubi) combined for 5.7%** of total TV viewing in May 2025, larger than any individual broadcast network (Nielsen).
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- **Placement:** After viewership section
- **Type:** Chart (Editorial Clean style)
- **Description:** Donut chart showing TV viewership share breakdown
- **Prompt:** Create an Editorial Clean style donut chart showing TV viewership breakdown in 2025.
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- Background: Cream/off-white, no container box, no borders.
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- Donut chart with four colored segments:
- - Streaming: 44.8% (teal, largest segment, positioned at top)
- - Cable: 24.1% (navy blue)
- - Broadcast: 20.1% (medium blue)
- - Other: 11% (light gray)
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- Percentage labels displayed next to each segment with clean leader lines.
- Center of donut shows "TV Viewing 2025" in navy text.
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- Title at top: "Where Americans Watch TV" in large bold navy sans-serif, centered.
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- Style rules: Zero effects. No gradients, shadows, glows, or 3D. Flat solid color blocks only. Clean minimal design.
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- Color palette: Teal for streaming, navy for cable, lighter blue for broadcast, gray for other, navy text, cream background ONLY.
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- Format 16:9.
- **Filename:** viewership-chart.png
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- **6. 72.4% of TV viewing time is ad-supported**, according to Nielsen's Ad Supported Gauge. Streaming represents 42.4% of that ad-supported viewing.
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- **7. Netflix viewership has increased 27%** since May 2021, maintaining its position as the leading subscription streaming service (Nielsen).
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- **8. 85%+ of U.S. households now have at least one CTV device**, making streaming accessible to virtually every demographic.
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- ## CTV Ad Spend Data & Market Size
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- The money is following the eyeballs. Here's what the CTV ad spend data reveals about how advertisers are responding:
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- **9. CTV ad spending will reach $33.35 billion in 2025** (eMarketer). That's up from roughly $25 billion in 2024.
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- **10. 98.4% of CTV ad dollars go to video ads** (eMarketer). Display and other formats remain minimal on the big screen.
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- **11. CTV and linear TV combined represent 19.7% of total media ad spending** in 2025 (eMarketer).
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- **Placement:** After ad spend section
- **Type:** Chart (Editorial Clean style)
- **Description:** Bar chart showing CTV ad spend growth
- **Prompt:** Create an Editorial Clean style bar chart showing CTV ad spend growth from 2022 to 2026.
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- Background: Cream/off-white, no container box, no borders.
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- Chart type: Vertical bar chart with 5 ascending bars
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- Five vertical bars in solid teal color:
- First bar (2022): shortest, "$21B" above
- Second bar (2023): slightly taller, "$25B" above
- Third bar (2024): medium height, "$29B" above
- Fourth bar (2025): taller, "$33B" above
- Fifth bar (2026): tallest, "$38B" above (projected)
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- Year labels below each bar: "2022", "2023", "2024", "2025", "2026" in bold navy text.
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- Title at top: "CTV Ad Spend Growth" in large bold navy sans-serif, centered.
- Subtitle: "Billions USD" in smaller navy text.
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- Style rules: Zero effects. No gradients, shadows, glows, or 3D. Flat solid teal color blocks only. No gridlines. Clean thin navy baseline only.
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- Color palette: Teal bars, navy text, cream background ONLY.
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- Format 16:9.
- **Filename:** ad-spend-chart.png
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- **12. 56% of global marketers plan to increase OTT and CTV spending in 2025**, up from 53% the previous year (Nielsen 2025 Annual Marketing Report).
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- **13. CTV ad spend grew more than 100% from 2022 to 2024** when measured by programmatic impressions (Basis Technologies).
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- **14. Video accounts for 76% of all digital political ad spend**, with CTV claiming 50% of programmatic device ad spend (Basis Technologies, 2024 elections).
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- ## CTV Performance Metrics
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- CTV doesn't just reach people. It keeps their attention:
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- **15. CTV ad completion rates average 95%**, significantly higher than mobile video or desktop formats (industry benchmarks).
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- **16. 30-second CTV ads achieve approximately 92% completion rates** on average.
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- **17. 15-second CTV ads see completion rates around 94.5%**, making the shorter format slightly more effective for holding attention.
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- **18. CTV CPMs average $25-40 for most advertisers**. Premium inventory and advanced targeting can push CPMs to $35-65, while platforms like [Adwave](https://adwave.com/resources/local-tv-advertising-costs/) offer SMB-friendly CPMs in the $15-35 range (averaging $25).
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- **19. Interactive CTV ads see 3-5x higher engagement** compared to standard video ads, though adoption remains limited.
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- ## Platform & Device Statistics
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- Not all streaming platforms are created equal:
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- **20. Roku holds 48% of the CTV device market share** (Pixalate Q2 2024), making it the dominant player in streaming hardware.
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- **21. Roku has surpassed 90 million streaming households** and maintains the #1 selling TV OS position in the U.S., Canada, and Mexico.
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- **22. Amazon Fire TV holds approximately 13% of the streaming device market**, making it the second-largest player behind Roku.
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- **23. YouTube is the single largest streaming destination by viewership**, capturing more TV screen time than Netflix, Hulu, or any other individual platform.
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- ## SMB-Specific CTV Data
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- For small and medium businesses, CTV is more accessible than ever:
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- **24. You can launch a CTV campaign for as little as $50**. Platforms like [Adwave](https://adwave.com/how-it-works/) have eliminated the traditional barriers of high minimums and production costs that kept SMBs out of TV advertising.
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- **25. SMB CTV campaigns see CPMs of $15-25 on average** when using self-serve platforms, compared to $35-65 for premium programmatic buys. This makes reaching 1,000 viewers cost less than a nice lunch.
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- ## What These Streaming TV Advertising Stats Mean for Your Business
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- The streaming TV advertising stats tell a clear story: viewers have moved to streaming, ad dollars are following, and the barriers that kept small businesses off TV are disappearing. Understanding CTV market size and growth helps inform your strategy.
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- Here's how to think about these statistics:
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- **The audience is there.** With streaming commanding 44.8% of viewing and growing, your customers are spending their evenings on platforms like Roku, Hulu, and YouTube. If you're not reaching them there, you're missing a massive opportunity.
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- **Completion rates matter.** Unlike skippable digital ads, CTV ads get watched. A 95% completion rate means your message actually lands. Compare that to the average YouTube pre-roll skip rate, and the difference is stark.
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- **Costs have democratized.** You don't need a $50,000 budget to test TV advertising anymore. With minimums as low as $50 and CPMs averaging $25, even local businesses can afford meaningful reach.
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- **The timing is right.** CTV ad spending is growing 20%+ year over year, but the channel isn't as crowded as social media. Early adopters in many categories still have a chance to stand out.
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- ## Ready to Put These Statistics to Work?
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- Numbers are useful for making the case, but they don't run campaigns.
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- [Adwave](https://adwave.com/features/) makes it simple to turn CTV's potential into actual results for your business. Create a professional TV ad from your website, target your ideal customers on 100+ premium streaming channels, and launch with a budget that makes sense for your business, starting at just $50.
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- The data says streaming is where your customers are watching. The question is whether you'll meet them there.
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