Connected TV (CTV) advertising, which includes digitally sold ads on TV screens and devices like Amazon Fire sticks, is outpacing total digital ad spending this year. Key areas within CTV advertising comprise subscription streaming services like Netflix, free platforms such as Tubi, device-makers like Roku, and traditional TV offshoots like YouTube TV.

US advertisers are set to spend over $25 billion on CTV this year, an increase from 2022's figures. By 2025, CTV ad spend is projected to surpass half of the linear TV ad expenditure, showcasing its rapid growth since 2019.

Prominent CTV players include YouTube, Disney, Netflix, Amazon, and Roku. The sector's growth is driven by more services adopting ads and users spending increased time streaming. This rise in CTV advertising is drawing funds largely from linear TV and mobile video budgets, with diverse ad purchase methods available to advertisers.