Connected TV Advertising Services Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Global Connected TV Advertising Services Market Trends and Insights

Linear-To-Streaming Budget Reallocation Accelerates

The television budget movement toward streaming is expected to become structural by 2026. A Premion and Advertiser Perceptions survey found that most U.S. connected TV advertisers planned to increase spending in 2026, with average planned increases indicating meaningful budget expansion. Advertisers are reallocating these budgets from linear television, display, paid search, and social media, rather than funding them only through incremental spending. The survey also found that a notable share of connected TV investment came directly from linear television reallocation. Integrated or hybrid agency teams managed a majority of connected TV budgets, indicating that planning practices are changing as advertisers coordinate audience delivery, buying, and reporting across television environments. This operational shift affects campaign planning, inventory selection, frequency control, and the selection of measurement partners within the connected TV advertising services market. Platforms with authenticated first-party data and premium content rights are better positioned to retain budgets as advertisers demand clearer evidence of outcomes.^{[1]Advertiser Perceptions and Premion, “Survey: 70% of CTV Advertisers Plan to Boost Spending in 2026,” Premion, premion.com}

Programmatic and Self-Serve Buying Broadens Advertiser Access

Programmatic infrastructure is extending access to the connected TV advertising services market beyond the managed-service model. Samsung Ads announced that Smart TV home screen inventory would become available through The Trade Desk and Google Display and Video 360 from Q3 2026. The arrangement uses Magnite’s SpringServe as the ad-serving layer and gives buyers a programmatic route to a prominent television interface. Automated access can help smaller advertisers test connected TV without the budgets traditionally required for direct deals, while allowing established buyers to apply common workflow controls across more inventory. It also gives agencies more flexibility to manage reach and frequency across publishers, devices, and campaign objectives. The expansion of self-service buying supports a broader group of advertisers while increasing the importance of transparent supply paths, seller disclosures, and reliable delivery reporting.^{[2]Samsung, “Samsung Launches Performance TV: Full-Funnel Performance Platform and AI-Powered Ad Products,” Samsung Newsroom, news.samsung.com}

Live Sports and Premium Event Rights Shift to Streaming

Live sports rights are moving premium audiences and scarce ad inventory toward streaming services. Amazon Prime Video and Rogers Communications announced a 12-year agreement that makes Prime Video Canada’s exclusive Wednesday night NHL broadcaster from the 2026-2027 season. The agreement includes at least 26 national regular-season games each season, as well as select Stanley Cup Playoff series. Premium live programming gives brands access to audiences that may not be reached through on-demand inventory and gives publishers a high-attention setting for brand campaigns. Fragmented rights also encourage buyers to use demand-side platforms that can manage campaigns across multiple services, instead of negotiating every live event as a separate media plan. This makes platform-neutral buying infrastructure more valuable within the connected TV advertising services market.

Shoppable and Interactive CTV Formats Improve Lower-Funnel Performance

Interactive formats are making connected TV more effective for campaigns that require measurable actions after ad exposure. Amazon Ads and Publicis Media found that including QR codes significantly increased conversions. Samsung TV Plus reported that its Amazon DSP integration enabled remote-activated add-to-cart experiences, linking television viewing to a defined shopping action. The company reported 6 times higher brand searches and 5 times higher purchase rates than standard video for those experiences. These formats can connect premium video advertising with product discovery and purchase activity, which increases their relevance for retail advertisers seeking both reach and performance evidence. They can also require more tailored creative assets, clear product information, and measurement systems that capture activity after viewers leave the television screen. Healthcare adoption is likely to remain more limited because digital advertising and audience-targeting rules constrain conversion-focused execution.^{[3]Amazon Ads and Publicis Media, “New Interactive Video Ads Research Shows How to Engage Customers,” Amazon Ads, advertising.amazon.com}

Cross-Platform Measurement Standards Remain Fragmented

Measurement fragmentation remains a major operational constraint for buyers in the connected TV advertising services market. IAB published its Standardized Measurement Guide for Connected TV in December 2025, covering impressions, viewability, reach, frequency, and attention across direct and biddable buying paths. IAB Europe released a connected TV measurement framework and transparency principles for public comment in April 2026. The framework was developed with Amazon Ads, FreeWheel, Google, IAB UK, Magnite, Samsung Ads, and YouTube. These initiatives establish common definitions, but they do not yet deliver consistent cross-platform reach deduplication, especially where campaigns use different platforms, buying paths, and reporting systems. Buyers, therefore, continue to face difficulty comparing performance across direct publisher sales and programmatic transactions, which can delay budget decisions and make independent verification more important in the connected TV advertising services market.

Privacy and Identity Signal Loss Weakens Household Resolution

Household targeting relies on identity signals that are becoming less reliable in open advertising environments. Research from CIMM, Go Addressable, and Truthset found low IP-to-email and IP-to-postal match accuracy. The study also found that six identity vendors, given identical inputs, produced maps with very limited agreement, indicating that vendors can represent the same household differently. These findings challenge the household-resolution assumptions that support premium connected TV pricing and make campaign reach estimates harder to compare. Privacy requirements increase the value of authenticated environments with direct customer relationships, where companies can manage consent and identity signals more consistently. As a result, the connected TV advertising services market is likely to see a wider audience-quality gap between logged-in streaming services and open programmatic inventory.

*Our forecasts treat driver/restraint impacts as directional, not additive. The impact forecasts reflect baseline growth, mix effects, and variable interactions.

Segment Analysis

By Service Type: Programmatic Buying Leads, Data Orchestration Accelerates

Media Buying and Activation held 33.14% of the connected TV advertising services market share in 2025. Its position reflects the role of programmatic guaranteed deals, private marketplaces, and direct publisher integrations in executing campaigns. Smart TV home screens are becoming another programmatic inventory source as device companies make those placements available to buyers. This supports service providers that can manage buying across premium publishers, TV operating systems, and streaming applications. Measurement and Attribution services are also becoming more important as standardized measurement guidance increases demand for verification and outcome reporting. IAB’s 2025 guide gives buy-side and sell-side organizations a common reference for valid signals across direct and biddable transactions. 

Audience and Data Services is projected to expand at a 15.12% CAGR through 2031. Buyers are placing greater value on commerce-enriched and identity-resolved audience segments that can be activated against premium video inventory. WPP Media and Criteo launched a connected TV activation using real-time signals from more than 17,000 e-commerce sites that represented over USD 1 trillion in annual gross merchandise value. The approach uses curated deal IDs to reach high-intent shoppers across participating premium inventory. Media Planning and Strategy is also changing as agencies coordinate linear television and streaming planning through shared teams. Creative Adaptation and Optimization benefits from dynamic ad insertion and more personalized video production, especially for brands that lack internal production capacity in the connected TV advertising services market.

By Advertiser Industry: Retail Commerce Anchors Spend, Entertainment Scales Fastest

Retail and Ecommerce accounted for 28% of the connected TV advertising services market size in 2025. Retailers can connect first-party purchase signals to premium video exposure and measure store or online outcomes more directly than traditional television allowed. Amazon DSP can activate Prime purchase signals, while Walmart Connect can use Vizio device data following Walmart’s Vizio acquisition. Target Roundel can also layer loyalty-card data against connected TV impressions. These capabilities make retail advertisers a strong source of demand for addressable video services. Walmart’s agreement to acquire Vibe.co further extends its connected TV offering toward small and mid-sized businesses that had been constrained by managed-service minimums.

Media and Entertainment is projected to record the highest advertiser-industry CAGR of 15.06% through 2031. Streaming services use connected TV advertising to promote programming across competing viewing environments and to support subscriber acquisition. Netflix disclosed 250 million monthly active viewers on its global ad-supported tier in May 2026. That audience makes Netflix both a significant source of inventory and an advertiser within the same connected TV ecosystem. Financial Services and Automotive also use household-level reach to address higher-income streaming audiences that are less available through linear television. Telecom, Travel and Hospitality, and Healthcare are increasing their use of the channel, although healthcare remains subject to digital advertising guidance and audience-targeting restrictions within the connected TV advertising services market.

Geography Analysis

North America held 45.71% of the connected TV advertising services market share in 2025. The region combines mature streaming adoption, retail media activity, and developed programmatic infrastructure. U.S. connected TV upfront spending reached USD 17.73 billion in 2026, surpassing USD 16.98 billion for primetime linear television upfront spending. Walmart’s Vizio and proposed Vibe.Co acquisitions strengthen its ability to connect commerce data, TV operating systems, and self-service advertising. Roku reported more than 90 million active households and achieved its first full year of GAAP profitability in 2025. The connected TV advertising services market in the region benefits from buyers who can combine retail data with established premium video reach. 

Asia-Pacific is projected to expand at a 14.91% CAGR through 2031, making it the fastest-growing regional area in the connected TV advertising services market. The region includes markets where streaming use, smart TV adoption, and programmatic buying are expanding from different starting points. Australia and South Korea have more mature digital video environments and are developing consent practices. Southeast Asia remains tied to broadband development and the growth of connected-device access. India has a large and growing connected TV audience, creating additional advertiser reach beyond linear television. Japan’s broadcaster video-on-demand expansion and wider programmatic adoption also support regional demand.

Europe is the second-largest region and continues to gain momentum. European connected TV ad views grew 33% in the second half of 2025, compared with 11% in the United States. France recorded a 36% programmatic share of connected TV impressions in the first half of 2025. GDPR and ePrivacy requirements raise the value of first-party data and clean-room partnerships across European markets. In the Middle East, connected TV grew faster than the overall digital advertising environment, led by the UAE and Saudi Arabia. South America remains at an earlier stage, while FAST channel growth in Portuguese and Spanish can expand smart TV household reach in Brazil and Argentina.