The Connected TV Landscape in the United States

The Connected TV Landscape in the United States

This IDC Perspective analyzes the current CTV market, with a look at the large services that are garnering advertising spend. While the U.S. advertising spend in CTV was a $8.3 billion market in 2020, that number is poised to grow significantly in the coming years. There are several recent entrants that have launched advertising-supported services, and as they gain traction, they will fuel growth of advertising spend in this channel."CTV advertising represents an important and growing channel for advertisers. The developments of the past two years have created tremendous opportunity for advertisers to reach audiences that aren't reachable on linear TV," said Karsten Weide, vice president for Media and Entertainment at IDC. "As audiences continue to move toward streaming channels, advertisers will need to follow suit."

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