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CTV Ad Spend Surges in 2023
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Connected TV (CTV) ad spend is projected to exceed $26 billion in 2023, driven by the rise of streaming services and the addition of ad-supported tiers. Global CTV growth is expected at 13.2% in 2023, surpassing linear TV revenue. However, overall U.S. TV ad revenue is forecasted to decline due to cable subscription cuts.
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How do consumer opinions on watching ads in the context of streaming services affect the future of CTV advertising?
How might the surge in CTV ad spend impact traditional linear TV advertising?
What strategies can streaming platforms employ to mitigate the impact of declining U.S. TV ad revenue?
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