Advertisers are moving their funds from conventional television to CTV (Connected TV), leading to an increase in CTV's popularity.
In the ever-evolving world of media, Connected TV (CTV) has emerged as a game-changer. A recent article titled "Surge in CTV Consumption" by Sonam Saini, published on August 8, 2025, sheds light on this significant shift.
The article, available on the website and also accessible on Telegram, Facebook, and through a copy link, discusses how CTV has surpassed broadcast and cable TV combined in total viewing time, accounting for approximately 44.8% to 46% of total TV usage in the U.S. as of early to mid-2025. With over 70% of U.S. households owning a connected TV device, younger audiences are spending more time streaming via CTV than watching traditional broadcast programming.
Key industry experts, including Anil Pandit from Publicis Media India, Ross, and Parle Products, among others, align with this trend. They emphasize that CTV is no longer just a replacement for linear TV but a direct competitor to both traditional TV and digital platforms for advertising dollars. Performance measurement, attribution, and return on ad spend (ROAS) are increasingly critical, with CTV evolving to adopt digital-style targeting, real-time delivery, and AI-powered measurement for more precise ad impact tracking.
CTV's appeal lies in its ability to mimic traditional TV's lean-back, high-attention environment, often resulting in ad completion rates of over 90% and boosting purchase responses to 23% after seeing ads, compared to 12% for linear TV. With 152 million Americans accessing CTV content on smart TVs, this platform combines the best of television’s reach with digital’s targeting precision, enabling advertisers to engage cord-cutters and younger demographics more effectively.
Looking ahead, the future trend points toward continued growth in CTV consumption and ad spend, which is projected to hit over $33 billion in 2025. CTV is expected to further blur the lines between traditional and digital viewing experiences, especially through innovations in AI-driven measurement and personalized advertising. Live sports and other premium content are becoming important growth areas within CTV, providing new opportunities for mid- and lower-funnel marketing campaigns that leverage real-time targeting and creative.
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[1] Saini, S. (2025). Surge in CTV Consumption. [Article] [2] Pandit, A. (2025). CTV: The Future of Television and Advertising. [Interview] [3] Parle Products. (2025). Embracing the CTV Revolution. [Case Study] [4] Media Partners Asia. (2025). The Rise of CTV in the U.S. [Report] [5] Jio. (2025). The Power of CTV: A Game Changer for Advertisers. [Whitepaper]
- In light of the increasing shift towards Connected TV (CTV) in the business world, marketers are now viewing CTV as a direct competitor to both traditional TV and digital platforms for advertising dollars.
- A report by Media Partners Asia highlights the continued growth in CTV consumption and ad spend, with an expected projection of over $33 billion in 2025, indicating the importance of understanding this new media landscape.
- Key industry experts, such as Anil Pandit from Publicis Media India, stress the need for precision in advertising, with CTV evolving to incorporate AI-powered measurement, real-time delivery, and digital-style targeting for more accurate ad impact tracking.
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