Insights
November 18, 2025
What is CTV household penetration? (Q2 2025)
Table of Contents
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90%
U.S. households with CTV devices
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250M+
CTV viewers in the U.S.
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43.8%
Streaming's share of TV time (Mar 2025)
According to MNTN's 2025 CTV statistics, connected TV penetration in the United States hit a record level in 2025, with 90% of households using internet-connected TV devices at least once per month. Over 250 million Americans now watch CTV, and streaming represents 43.8% of all TV viewing time. This near-universal household penetration means CTV advertising can reach virtually any audience in America. For advertisers, the distinction between "TV households" and "streaming households" has essentially disappeared, with streaming TV now the primary viewing method for the majority of television consumption.
Understanding CTV household penetration requires defining what counts as a CTV device. Connected TV includes smart TVs with built-in streaming capabilities, streaming devices like Roku and Amazon Fire TV, gaming consoles used for streaming (PlayStation, Xbox), and internet-connected devices that stream to television screens. The 90% penetration figure represents households with at least one such device, meaning nearly every household with a television has streaming capability. This ubiquity transforms CTV from a niche channel into a mass-market advertising medium.
What the data shows
CTV household penetration metrics demonstrate near-universal streaming access.
Penetration and viewer metrics
Key statistics defining CTV household reach:
90%: U.S. households with CTV devices
250 million+: CTV viewers in the United States
43.8%: Streaming's share of total TV time (March 2025)
38.4%: Cable's share of TV time (March 2025)
Near-universal: CTV access approaching total TV household base
These metrics establish CTV as a mass-reach advertising medium comparable to traditional TV.
Growth trajectory
CTV penetration has grown rapidly over recent years:
2018: Approximately 60% household penetration
2020: Approximately 75% household penetration
2022: Approximately 85% household penetration
2025: 90% household penetration
This growth trajectory suggests penetration will approach saturation levels (95%+) in coming years, making CTV effectively universal.
Streaming share trends
Streaming's share of TV viewing continues growing:
43.8%: Current streaming share of TV time
38.4%: Current cable share of TV time
Crossover achieved: Streaming now exceeds cable viewing
Continued growth: Streaming share expected to keep expanding
The streaming share crossover (exceeding cable) represents a fundamental shift in television viewing behavior.
Device penetration breakdown
CTV access comes through multiple device types:
Smart TVs: Primary CTV access point for most households
Roku devices: 90+ million streaming households
Amazon Fire TV: 70+ million active users globally
Gaming consoles: Significant secondary streaming access
Apple TV, Google TV: Smaller but growing user bases
Most households have multiple CTV access points, increasing advertising reach opportunities.
Breaking down the numbers
Understanding what drives CTV penetration reveals the transformation in television consumption.
Smart TV market transformation
Smart TVs have driven CTV penetration to near-universality:
Default connectivity: Nearly all new TVs sold include smart functionality
Price parity: Smart TVs cost essentially the same as non-smart alternatives
Replacement cycle: Old TVs being replaced with smart TVs
Second TV expansion: Additional household TVs increasingly smart-enabled
With smart TVs as the default, CTV penetration grows automatically through normal TV replacement.
Streaming device saturation
Dedicated streaming devices have reached broad adoption:
Roku: Market-leading platform with 90+ million households
Amazon Fire TV: Strong adoption driven by Prime integration
Value pricing: Entry-level devices under $30
Holiday gifting: Streaming devices as common gifts
Multi-room deployment: Secondary devices in bedrooms
Affordable streaming devices closed the gap for households without smart TVs.
Content driving adoption
Streaming content availability drives CTV usage:
Exclusive content: Shows and movies only on streaming
Sports migration: NFL, soccer, Olympics on streaming
Live programming: News and events on streaming platforms
Cord-cutting motivation: Content access without cable subscription
Compelling content provides ongoing motivation for CTV usage beyond just device ownership.
Demographic universality
CTV penetration spans all demographic segments:
Age groups: From Gen Z to Boomers using streaming
Income levels: Budget options enable universal access
Geographic: Urban, suburban, and rural adoption
Household types: Families, singles, seniors all using CTV
This demographic universality means CTV advertising can reach any target audience.
Why it matters for your business
90% CTV household penetration transforms streaming from niche to mass-market advertising.
Near-universal reach potential
With 90% household penetration, CTV advertising can reach virtually everyone:
Mass market campaigns: Reach comparable to traditional TV
Demographic targeting: Access all age, income, and geographic segments
No coverage gaps: Nearly every household reachable
Audience scale: 250+ million viewers available
For small business TV advertising, this means streaming provides comprehensive market coverage.
Streaming exceeds cable viewing
Streaming's 43.8% share exceeding cable's 38.4% creates strategic implications:
Primary medium: Streaming is now the primary TV viewing method
Cord-cutting acceleration: Traditional TV continues declining
Audience migration: Viewers increasingly unreachable through cable
Budget allocation: Streaming should be primary TV investment
Advertisers following audiences must prioritize streaming over traditional TV.
Local and geographic targeting
CTV penetration enables local business advertising at scale:
Geographic precision: Target by DMA, zip code, or radius
Local scale: 90% penetration means large local audiences
No minimum market size: Even small markets have CTV reach
Competitive parity: Local businesses can compete on streaming
For local TV advertising, CTV provides reach that previously required expensive local broadcast.
Accessible to all business sizes
Universal penetration combined with self-serve platforms enables broad access:
$50 minimums: Low barrier to entry through platforms like Adwave
No market restrictions: Advertise anywhere with CTV households
Scalable budgets: Start small, grow based on results
Professional environment: Big screen, premium content
The combination of universal reach and accessible pricing democratizes TV advertising.
How to take advantage of this trend
Capitalizing on 90% CTV penetration requires strategic approach to platform selection and campaign execution.
Access through aggregated platforms
Self-serve aggregated platforms provide efficient CTV access:
Adwave: $50 minimum, AI creative, 100+ channels
Universal reach: Access all major streaming platforms
Automatic optimization: Platform balances inventory sources
Simple execution: No complex negotiations required
This approach provides comprehensive CTV reach without complexity.
Plan for mass-market reach
With 90% penetration, CTV can support mass-market advertising strategies:
Broad targeting: Geographic focus with demographic breadth
Reach goals: Achievable at any scale with sufficient budget
Frequency building: Reach same households multiple times
Brand building: Create awareness across broad audiences
CTV's reach capabilities now match traditional TV for mass-market campaigns.
Integrate with existing marketing
CTV penetration enables integration with existing marketing:
Complement digital: CTV awareness supports search and social performance
Replace traditional TV: CTV can serve as primary TV investment
Retargeting: Reach website visitors on their TV screens
Attribution: Track CTV impact on other channels
CTV's scale makes it viable as a major marketing channel, not just a supplement.
Optimize creative for connected TV
CTV viewing typically happens on large screens in living room environments:
Design for big screens: Bold visuals visible at distance
Clear branding: Logo and brand elements prominent
Sound-on environment: Leverage audio for message delivery
Memorable messaging: Clear calls to action for non-clickable medium
AI creative tools can generate optimized CTV commercials from existing assets.
The bigger picture
90% CTV household penetration reflects fundamental transformation in television consumption.
The streaming television era
CTV penetration confirms television's streaming transformation:
Majority streaming: More TV time on streaming than cable
Universal access: 90% of households stream
Content migration: Programming moving to streaming
Industry restructuring: Networks launching streaming services
The "streaming television era" is no longer emerging; it has arrived.
Implications for traditional TV
Universal CTV penetration affects traditional television:
Audience erosion: Viewers continuing to leave cable/broadcast
Upfront model pressure: Traditional TV advertising model challenged
Sports as anchor: Live sports keeping some traditional TV viewing
Demographic skew: Traditional TV audiences trending older
Advertisers must recognize that traditional TV represents declining share of viewing.
Advertising industry adaptation
The advertising industry continues adapting to CTV reality:
Measurement evolution: CTV measurement maturing
Creative adaptation: Formats and approaches evolving
Budget migration: Ad dollars following viewers to streaming
Platform development: Self-serve tools improving accessibility
This adaptation is ongoing, with continued improvement in CTV advertising capabilities.
Future penetration trajectory
CTV penetration will continue evolving:
Approaching saturation: 90% moving toward 95%+
Multi-CTV households: More devices per household
Quality improvements: Better streaming technology and content
International expansion: Global CTV growth following U.S. pattern
The remaining 10% of households will gradually adopt CTV, approaching true universality.
Common questions answered
What is CTV household penetration?
CTV household penetration measures the percentage of U.S. households with connected TV devices (smart TVs, streaming devices, gaming consoles used for streaming). At 90% in 2025, CTV penetration means nearly every household with a television has streaming capability, making CTV advertising a mass-market medium.
How many Americans watch CTV?
Over 250 million Americans watch CTV content, representing the vast majority of the television-viewing population. This figure includes viewers of all ages accessing streaming content through any connected TV device. The scale rivals and exceeds traditional TV audiences.
What percentage of TV viewing is streaming?
Streaming represents 43.8% of total TV viewing time, exceeding cable's 38.4% share. This makes streaming the largest category of television consumption. The streaming share continues growing as viewers shift consumption patterns.
What devices count as CTV?
CTV devices include: smart TVs with built-in streaming apps, streaming devices (Roku, Amazon Fire TV, Apple TV, Google Chromecast), gaming consoles (PlayStation, Xbox) when used for streaming, and any internet-connected device that streams content to a television screen.
Can small businesses reach CTV audiences?
Yes, small businesses can reach CTV audiences through self-serve aggregated platforms like Adwave. These platforms provide access to 100+ streaming channels with low minimums ($50), AI-generated creative, and geographic targeting. No agency relationships or large budgets required.
How does CTV penetration compare to cable TV?
CTV penetration (90%) now exceeds traditional cable/satellite subscription rates (approximately 65% and declining). More importantly, streaming's share of viewing time (43.8%) exceeds cable's share (38.4%). Both penetration and viewing behavior favor CTV.
What is driving CTV household penetration growth?
CTV penetration growth is driven by: smart TV becoming the default (nearly all new TVs are smart), affordable streaming devices (under $30), compelling streaming content (exclusives, sports), cord-cutting motivation, and natural TV replacement cycles bringing smart TVs into homes.
Does CTV penetration vary by demographics?
CTV penetration is broadly universal across demographics, with 90% overall household penetration. Younger households tend toward higher penetration and heavier streaming usage, but all age groups, income levels, and geographic areas show strong CTV adoption. No major demographic segments are excluded.
What does 90% CTV penetration mean for advertisers?
90% CTV penetration means streaming TV advertising can reach virtually any audience in America. Advertisers no longer need to distinguish between "streaming audiences" and "TV audiences." CTV is now a mass-market advertising medium with reach comparable to traditional TV's historical capabilities.
How does CTV penetration affect local advertising?
CTV penetration enables effective local advertising at scale. With 90% of households streaming, local businesses can reach significant local audiences through geographic targeting. Even smaller markets have substantial CTV audiences available for advertising.
What's the difference between CTV and OTT?
CTV (connected TV) refers to the devices used for streaming (smart TVs, streaming players). OTT (over-the-top) refers to content delivered over the internet bypassing traditional distribution. CTV is often used for advertising discussion because it emphasizes the big-screen viewing context valuable to advertisers.
Will CTV penetration continue growing?
Yes, CTV penetration is expected to approach 95%+ in coming years as smart TVs become universal and remaining non-connected households adopt streaming. Growth will primarily come from TV replacement cycles and continued affordable device availability.
How do I start advertising on CTV?
Through platforms like Adwave, you can start CTV advertising in minutes with campaigns beginning at $50. AI generates professional commercials from your website and assets. Geographic and demographic targeting focuses on your relevant audience. No production budget, agency, or TV experience required.
What industries benefit most from CTV advertising?
All consumer-facing industries benefit from CTV advertising given the 90% household penetration. Food and beverage, real estate, healthcare, professional services, and retail all see strong CTV results. Any business with local or national consumer customers can benefit.
How is CTV advertising measured?
CTV advertising is measured through impressions, reach, frequency, completion rates, and attribution. Unlike traditional TV's modeled estimates, CTV provides precise measurement of ad delivery. Website attribution connects ad exposure to site visits. Brand studies measure awareness impact.
How does CTV household penetration vary by region?
CTV household penetration is broadly consistent across U.S. regions, with urban, suburban, and rural areas all showing strong adoption. Some variation exists: urban areas may have slightly higher penetration due to broadband availability, but the 90% overall figure represents national consistency. Local businesses in any market can expect significant CTV audience availability.
What is the relationship between CTV penetration and cord-cutting?
CTV penetration enables cord-cutting by providing an alternative to cable/satellite for TV content access. As CTV penetration reached 90%, cord-cutting accelerated because households had viable alternatives. The relationship is reinforcing: CTV makes cord-cutting practical, and cord-cutting increases CTV reliance.
How many CTV devices does the average household have?
The average CTV household has multiple streaming-capable devices, often including a primary smart TV, secondary streaming devices in bedrooms, and potentially gaming consoles. Multi-device households represent multiple advertising touchpoints and viewing contexts. Average device counts continue growing as prices decline.
Does CTV penetration include mobile streaming?
CTV specifically refers to streaming on television screens (connected TVs, streaming devices connected to TVs). Mobile streaming (smartphones, tablets) is separate from CTV metrics. For advertisers, CTV represents the premium "big screen" environment, while mobile streaming is a different advertising context.
How does smart TV adoption affect CTV penetration?
Smart TV adoption is the primary driver of CTV penetration growth. With nearly all new TVs sold being smart TVs, CTV penetration grows automatically through normal TV replacement cycles. Within a few years, essentially every household with a TV will have CTV capability through smart TV ownership.
What broadband requirements exist for CTV?
CTV requires internet connectivity, typically broadband for quality streaming. Most households with home internet have sufficient bandwidth for streaming. The 90% CTV penetration figure closely tracks broadband household penetration, as internet access is the practical requirement for CTV adoption.
How does CTV penetration affect traditional TV advertising value?
As CTV penetration reached 90% and streaming exceeded cable in viewing share, traditional TV advertising value has declined relative to streaming. Advertisers increasingly view streaming as the primary TV investment, with traditional TV serving specific purposes (sports, older demographics). Budget migration from traditional to streaming continues.
What demographic has the highest CTV usage even with universal penetration?
While penetration is broadly universal, streaming viewing intensity varies. Younger demographics (Gen Z, Millennials) stream more hours per day than older demographics. Cord-cutter and cord-never households rely entirely on CTV. Families with children show heavy CTV usage. Advertisers can reach any demographic through CTV, but viewing intensity varies.
How does CTV penetration in the U.S. compare internationally?
U.S. CTV penetration (90%) leads most international markets. Western Europe, UK, and Australia show strong adoption (60-80%). Emerging markets have lower but rapidly growing penetration. For U.S.-focused advertisers, the 90% penetration enables comprehensive domestic reach. International expansion requires market-specific assessment.
What is the trajectory for ad-supported CTV specifically?
Within the 90% CTV penetration, ad-supported streaming has grown significantly. Ad-supported services (Tubi, Pluto TV) and ad tiers on subscription services (Netflix, Disney+, etc.) now reach the majority of streaming households. This creates growing advertising inventory even as overall penetration approaches saturation.
How has the COVID pandemic's impact on CTV persisted?
The COVID pandemic accelerated CTV adoption, but gains have proven permanent. Viewing habits established during lockdowns persisted as households discovered streaming convenience. CTV penetration growth continued post-pandemic, confirming structural change rather than temporary shift. The 90% penetration reflects sustained behavioral change.
What role do gaming consoles play in CTV penetration?
Gaming consoles (PlayStation, Xbox) contribute to CTV penetration as they're frequently used for streaming content alongside gaming. In households with consoles but without smart TVs, gaming consoles provide CTV access. For younger demographics especially, consoles represent significant streaming device usage.
How does CTV penetration relate to advertising inventory availability?
Higher CTV penetration creates more advertising inventory as more households stream. The 90% penetration combined with 43.8% streaming share means massive advertising inventory availability. Ad-supported tiers and FAST services continue expanding inventory within the penetrated base. Inventory growth supports competitive CPMs.
What should advertisers expect as CTV penetration approaches saturation?
As CTV penetration approaches saturation (95%+), growth will shift from household penetration to viewing intensity and ad-supported adoption. Advertisers will compete for attention within an established audience base. Campaign optimization and creative quality will become more important than simply accessing growing audiences.
Supporting data
Additional statistics contextualizing CTV household penetration:
90%: U.S. households with CTV devices
250 million+: CTV viewers in the United States
43.8%: Streaming's share of TV time (March 2025)
38.4%: Cable's share of TV time (March 2025)
90 million: Roku streaming households
70 million+: Amazon Fire TV active users globally
$50: Minimum CTV advertising budget through Adwave
$25: Average CTV CPM for small businesses
100+: Streaming channels available through Adwave
Data sources:
Industry streaming reports
eMarketer projections
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