CTV spending in the US to reach $12.5 billion by 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 14, 2019, 10:35 AM UTC

For 2019, this would reach $7 billion.

This article cites an eMarketer report which forecasts traditional TV ad spend in the US to drop 3% this year. In contrast to this, digital ad spending is now over 50% of overall ad revenue.

The report found that Connected TV (CTV) (excluding linear TV and videos on PCs and mobile) is set to reach $7 billion this year. By 2022, it would be $12.5 billion. The company states that “advertisers will devote almost 5% of their paid media budgets to connected TV placements” by 2023.

The piece shares that the five biggest US pay TV providers in the US lost over 4% of their subscribers in 2018. As per the report, the US currently has 86.5 million pay TV subscribers in the US. By 2023, it could drop to 72.7 million.  

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