CTV Will Exceed 40% of Global Ad Spending by 2030

• Global ad spend for linear TV has dropped to just 12%, while CTV is projected to command over 40% by 2030.
• CTV already accounts for nearly 50% of total viewing time globally.
• In the U.S. alone, CTV ad spend is forecasted to grow by nearly $20 billion over the next five years, despite growth rates easing from 14% in 2026 to 11% by 2029.
• By 2029, the U.S. CTV market is expected to reach $51 billion in annual ad spend.
• Programmatic buying has lowered barriers to entry, opening CTV to smaller advertisers who were once confined to social and search.

Streaming has become the primary growth engine for TV advertising. While linear TV’s share of global ad spend has dropped to just 12%, Connected TV is forecasted to top 40% by 2030, according to WARC. The shift isn’t just about changing audience habits — it’s a reflection of the changing expectations for ad performance. Precision targeting, real-time measurement, and shoppable formats has transformed CTV into a channel that’s equal parts scalable and smart.

As CTV matures, annual growth rates begin to level off (easing from 14% in 2026 to 11% by 2029), but the channel’s trajectory remains strong. Nearly $20 billion in new U.S. ad spend is expected over the next five years, reflecting a broader shift in advertiser priorities. Fragmentation and measurement challenges persist, but CTV’s flexibility continues to set it apart. As platforms enhance retail data integrations, experiment with new formats, and double down on measurement, Connected TV is becoming an essential part of the media mix.

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