Viewer behavior has already moved decisively toward streaming. The next question is whether budgets have followed. Between 2024 and 2025, AdClarity data shows that CTV ad spend in the United States rose from about 46.9 billion dollars to roughly 51.3 billion dollars, an increase of just over 9 percent in a single year. That tells us advertisers are not just experimenting with CTV. They are building it into core media plans.
At the same time, CTV still appears underrepresented relative to the share of viewing time it commands. Americans are expected to spend around 20 percent of their daily media time with CTV, while streaming will represent only about 8 percent of total ad spend. Linear TV, by contrast, is projected to capture roughly 21 percent of time and 11 percent of spend. That imbalance is an opportunity for brands that are willing to rebalance budgets faster than the market average.
