CTV Ad Spend Will Grow to $46.89 Billion by 2028

• CTV ad spend is expected to reach $33.35 billion this year, and grow to $46.89 billion by 2028 — outpacing traditional TV ad spending for the first time.
• The CTV advertising landscape is extremely fragmented, with only three companies expected to capture more than 10% of CTV ad sales in 2026.
• 84.7% of Subscription-based OTT ad sales will originate from CTV in 2026, totaling $16.23 billion across all devices.
• In 2025, Retail media networks (RMNs) are expected to sell $4.99 billion in CTV ads, with that figure more than doubling to $10.28 billion by 2028.

Connected TV (CTV) is rapidly transforming the video advertising landscape, with ad spending projected to reach $33.35 billion in 2025. By 2028, that number is expected to grow to $46.89 billion — surpassing traditional TV advertising for the first time. So while social media continues to dominate as a channel when it comes to video ad spend (with Meta alone forecasted to generate $48.77 billion in video ad revenue by 2026), CTV’s steady double-digit growth highlights its rising importance in advertisers’ strategies.

The CTV market is led by major players like YouTube, Amazon, and Disney — each expected to account for over 10% of ad revenues in 2026. YouTube is expected to account for nearly 12% of the market, driven by $9.21 billion in net CTV ad sales and an even larger share when gross sales are included. Both Amazon and Disney will leverage their extensive platforms and services to secure over 10% of CTV ad revenue, with Amazon’s growth driven by Prime Video, Fire TV, Twitch, and Freevee, while Disney’s combined offerings of Hulu, Disney+, and ESPN propel its share past the same threshold. Retail media networks are also tapping into CTV’s potential, with ad sales predicted to more than double from $4.99 billion in 2025 to $10.28 billion by 2028. And while retail media’s share of the overall CTV market will remain modest at 10.5%, this growth from just 6.6% in 2024 underscores CTV’s growing appeal across diverse advertising sectors.

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