The average time spent per day with connected TV (CTV) will grow 6.9% this year, while time spent with desktops and laptops will fall by 3.8%. In 2025, advertising spend on TV through streaming services or

internet-connected devices will grow 15.8% to reach $33.35 billion. CTV’s expanding audience reach and sophisticated targeting capabilities are transforming digital advertising strategies. Millennials are the largest segment of CTV users, US-based marketing consultancy eMarketer says in a forecast.

“CTV is opening powerful new avenues for brands to engage consumers in ways traditional TV never could. With viewer habits rapidly shifting toward streaming platforms and internet-connected devices, advertisers are seizing the opportunity: precise audience targeting, measurable interactions, and dynamic campaigns optimized in real time.” 

“Cord-cutting habits, the prevalence of smart TVs, and the rise of streaming services have led to skyrocketing CTV adoption over the last decade.” 

The report says that for marketers, this means audiences are getting larger while campaigns are getting cheaper. 

“CTV adoption has taken over the US population. By 2026, 69.9% of the US population will be a CTV user. And 87.7% of US households will be a CTV household by 2026.” 

“The growth of streaming services and CTV devices has allowed for quick wide-scale adoption, and the launch of lower-priced ad tiers has brought CTV to cost-conscious consumers.” 

“Younger generations are more likely to view—and engage with—CTV Millennials are the most populous generation of CTV users in the US in 2025 at 63.4 million, per our forecast, making up 85.6% of the millennial population. For contrast, 54.4% of baby boomers are CTV viewers.”

“CTV’s rise brings new audiences to marketers. Additionally, streaming services, CTV devices, and programmatic CTV advertising platforms supply targeting and measurement tools to optimize campaigns, weigh real-time data, and adjust campaigns mid-flight. And advertising platforms are rapidly incorporating AI into their platforms to aid in campaign measurement, enhance automation, optimize creative, and help identify high-intent households.”