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Connected TV Statistics 2025: 93+ Stats & Insights [Expert Analysis]
- October 15, 2025
- 2:58 am
In 2025, Connected TV (CTV) is no longer a niche — it is central to how people consume video, and to how advertisers allocate budgets.
In this definitive guide, we bring you the latest Connected TV statistics — from viewership share to device breakdowns, ad-spend trends, audience segmentation, and predictions ahead. We’ll also interpret what these numbers mean for marketers, media buyers, and brands.
Table of Contents
Connected TV Overview Statistics
Over 90% of U.S. households have at least one Connected TV device.
There are more than 250 million CTV viewers in the U.S. in 2025.
Globally, 1.2 billion households own at least one smart TV.
The CTV advertising market is projected to reach $47 billion in the U.S. by 2025.
By 2027, global CTV ad spend is expected to surpass $100 billion.
82% of U.S. TV households now access streaming via Connected TVs.
58% of TV viewing time in the U.S. is now on streaming platforms.
Smart TVs account for 70% of all CTV usage.
Average daily CTV viewing time in the U.S. exceeds 2 hours and 45 minutes.
CTV usage grew 15% year-over-year between 2024 and 2025.
CTV User Behavior Statistics
74% of viewers watch ad-supported streaming content on CTV.
56% of U.S. adults say they watch more CTV than traditional cable.
31% of viewers stream content on multiple CTV devices in a single day.
47% of consumers have canceled cable because of CTV.
The average U.S. home has 3.5 connected streaming devices.
Voice search is used by 40% of CTV viewers to find content.
72% of users prefer on-demand content over live TV on CTV platforms.
1 in 3 viewers use their phone while watching CTV to search related content.
65% of CTV viewers regularly binge-watch shows.
45% of users say convenience is the top reason for switching to CTV.
CTV Advertising Spend & Growth
CTV ad spend grew 23% YoY in 2024.
Advertisers spent $41 billion on CTV ads in 2024 (U.S.).
CTV advertising ROI averages 4.5x higher than linear TV.
66% of marketers increased their CTV budget in 2025.
82% of advertisers plan to spend more on CTV next year.
CTV programmatic ad spend is projected to reach $33 billion in 2025.
57% of advertisers now include CTV in their omnichannel strategy.
CTV CPMs average $35, compared to $20 for mobile video.
CTV ad completion rates exceed 95% on average.
Interactive CTV ads see engagement rates of 1.8%–3.5%.
Performance & ROI
CTV ads drive a 20% higher brand recall than mobile video ads.
Ad viewability rates on CTV are over 97%.
76% of marketers say CTV provides better targeting than linear TV.
CTV ads boost website visits by an average of 32% post-view.
Dynamic CTV ads improve conversion rates by 40% compared to static creatives.
68% of CTV viewers remember at least one brand ad they saw in the past week.
CTV contributes to a 15% lift in overall marketing campaign performance.
74% of consumers are open to watching ads if the content is free.
Retargeted CTV campaigns have a 2.5x higher click-through rate.
CTV shoppable ads convert 5x better than standard video ads.
CTV Targeting & Measurement
Addressable advertising covers 80% of U.S. CTV inventory.
70% of marketers cite “precise audience targeting” as CTV’s biggest advantage.
65% of CTV advertisers use first-party data for targeting.
Audience segmentation on CTV improves campaign ROI by 27%.
CTV measurement tools adoption rose 35% YoY.
61% of marketers struggle with cross-platform attribution in CTV.
Incrementality measurement is used by 45% of CTV advertisers.
Frequency capping helps reduce ad fatigue by 22%.
CTV campaigns using geotargeting report 18% better engagement.
AI-driven optimization boosts CTV campaign efficiency by 30%.
Consumer Perception of CTV Ads
63% of viewers find CTV ads more relevant than linear TV ads.
54% say CTV ads are “less intrusive” than mobile ads.
49% enjoy interactive CTV ad formats.
38% have purchased a product after seeing it on CTV.
62% are more likely to trust brands that advertise on streaming TV.
42% say they pay more attention to CTV ads than social media ads.
71% of Gen Z viewers prefer ad-supported streaming services.
Consumers recall CTV ads 2.2x better than YouTube pre-roll ads.
Ad repetition reduces brand favorability by 14% among heavy streamers.
Personalized CTV ads are 50% more likely to influence purchase intent.
Top Platforms & Devices
Roku holds 34% of the U.S. CTV device market share.
Amazon Fire TV follows with 27%.
Samsung Smart TVs lead globally with 21% market share.
Google TV/Chromecast accounts for 13% of global usage.
Apple TV holds around 8% market share.
LG Smart TVs power 16% of global connected households.
Tubi, Pluto TV, and Freevee lead in free ad-supported TV (FAST) content.
YouTube on CTV is watched by over 150 million people in the U.S. monthly.
Netflix CTV ad tier has over 40 million monthly active users (2025).
Disney+ with Ads reaches 25 million ad-tier subscribers globally.
Global Connected TV Statistics
Europe’s CTV ad spend will hit €14 billion by 2025.
UK households average 2.8 connected TV devices.
CTV viewership in Asia-Pacific grew 32% in 2024.
Latin America’s CTV market expanded 40% YoY.
India’s CTV audience surpassed 50 million households.
Australia’s CTV penetration reached 87% of homes in 2025.
Canada’s CTV ad spend will hit $2.5 billion in 2025.
Japan has over 70% of households streaming on CTVs.
Germany’s CTV usage increased 21% YoY.
Spain’s CTV ad inventory grew by 45% in the last 2 years.
Demographics & Audience
Millennials and Gen Z make up 68% of CTV viewers.
Gen X accounts for 22% of viewers.
Baby boomers make up the remaining 10%.
51% of CTV viewers are female, 49% male.
Household income of $75K+ represents 60% of CTV audiences.
Urban households are 1.5x more likely to use CTV than rural.
College graduates represent 64% of CTV viewers.
Families with kids stream 35% more than households without kids.
Gen Z viewers spend an average of 3 hours per day on CTV.
Latino audiences are the fastest-growing CTV demographic in the U.S.
Trends & Future Outlook
FAST (Free Ad-Supported TV) platforms grew 55% YoY.
Interactive shoppable ads will represent 10% of all CTV ads by 2026.
AI-driven personalization will power 80% of CTV ads by 2027.
Sports streaming drives 25% of all CTV watch time.
CTV gaming ads are projected to grow 60% by 2026.
Voice and remote interactivity will become standard by 2026.
Dynamic creative optimization (DCO) adoption will double by 2027.
Cross-device attribution will become the #1 challenge for CTV marketers.
CTV ad fraud accounts for around 4% of impressions (lower than web video).
By 2030, CTV will account for 75% of total TV ad spend worldwide.
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About the author, Bill Nash
Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.