Consumers Have Increased Their Time Spent With CTV by 8.3% YoY

Abstract

• Mobile devices may continue to be the primary digital time sink, but CTV usage is rapidly increasing — US adults spend an average of 2 hours and 15 minutes per day on their CTV devices
• As streaming services expand ad inventory, CTV is becoming a more attractive option for advertisers, despite initial challenges with limited inventory and high costs.
• The CTV market is becoming increasingly competitive, with major players like Netflix and Disney+ expanding their ad offerings and new entrants emerging.

Mobile may still lead the charge when it comes to digital ad spend and time spent, but Connected TV is gaining ground fast. According to new data from EMARKETER, U.S. adults now spend an average of 2 hours and 15 minutes daily watching CTV, an 8.3% increase from last year. Despite this growing viewer engagement, CTV ad spending is still lagging behind, due largely to limited and expensive ad inventory. Right now, CTV accounts for just $0.13 of digital ad spend per hour spent, far behind mobile’s $0.51. This gap highlights a significant opportunity for advertisers to catch up with where audiences are heading.

And this may be set to change as major players like Netflix and Disney+ add more ad-supported options, and platforms like Tubi and Pluto TV continue to draw viewers. After all, the rise of CTV isn’t just about device preference — it’s about following the audience and how they’re consuming content. For example, EMARKETER notes in their report that while channels like digital audio and tablets are still part of the media mix, their influence pales in comparison to the momentum building behind CTV. Ultimately, with more inventory on the way and viewer habits shifting, CTV is poised to continue its rise as a major player in the advertising landscape.

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The CTV Opportunity: Market Insights for Sales Teams EMARKETER By 2028, CTV ad spending will catch up to linear TV. In anticipation of this shift, streaming services, advertisers, and their vendors must address lingering pain points.