Expert insights and analysis on TV advertising trends and best practices.
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The U.S. CTV advertising market is projected at $33 billion in 2025, up 4x from $8 billion in 2020. Annual growth rates of 13-15% are expected through 2027.
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Americans watch an average of 3.7 hours of TV per day. See viewing time by age, streaming vs cable trends, and what it means for advertisers.
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Streaming now accounts for 45% of total TV viewing, while cable has dropped to 24%. For the first time in history, streaming exceeds combined cable and broadcast viewing.
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The average U.S. household has 4 paid streaming subscriptions, spending $46 per month. 83% of American adults use streaming services.
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The average CTV CPM ranges from $25-35 for small business advertisers, with platform-specific rates varying from $10 (Hulu) to $65 (Netflix direct buys).
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Local TV advertising costs $20-40 CPM for streaming/CTV and $5-30 CPM for local cable. With platforms like Adwave, you can start for as little as $50.
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77 million U.S. households have cut the cord, now exceeding the 69 million with traditional cable TV subscriptions. Cable penetration dropped from 88% to 35%.
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Netflix accounts for 8.3% of U.S. TV viewing, making it the #2 streaming platform by share according to Nielsen's Gauge (June 2025).
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YouTube accounts for 10.6% of U.S. TV viewing, making it the #1 streaming platform by viewing share according to Nielsen.
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From streaming's 44.8% TV viewership share to $33B in ad spend, these 25 CTV statistics reveal why connected TV is reshaping how businesses reach audiences.