As we look back at 2025 from the start of 2026, our proprietary data shows a US digital ad market that grew modestly in total, but shifted sharply in how budgets were allocated. Across social, display, online video, and Connected TV, spend reached about 164.3 billion dollars in 2025, up roughly 4 percent from 157.9 billion dollars in 2024. The headline: social and CTV are doing the heavy lifting while display and video lose ground.
Social was the main growth engine. Investment rose from about 74.9 to 83.3 billion dollars, an increase of more than 11 percent year over year. That pushed social’s share of tracked digital spend from 47.4 percent in 2024 to 50.7 percent in 2025, meaning more than half of all dollars in these channels now flow into social environments. CTV also expanded, climbing from 46.9 to 51.3 billion dollars, up just over 9 percent, and nudging its share of spend from 29.7 to 31.2 percent. Together, social and CTV now account for more than four out of every five dollars in the digital mix.
