"U.S. digital video ad spend will grow 11% year over year and nearly 20% faster than the total ad market, marking a significant shift in advertising dynamics."
"The ability to fine-tune targeting is now more important than content quality when it comes to ad spend, reflecting changing priorities among advertisers."
"Connected TV remains one of the strongest growth engines, expected to rise 11% in 2026, fueled by the migration of live content to streaming environments."
"Small and mid-sized advertisers are entering the digital video space in significant numbers, with adoption jumping from 60% in 2024 to 85% in 2026."
U.S. digital video ad spend is projected to grow 11% year over year, surpassing 60% of total TV and video spend. Advertisers are prioritizing automation, interoperability, and consistent outcome measurement. Connected TV (CTV) is expected to grow 11% in 2026, driven by the migration of live content to streaming, deeper programmatic access, and improved proof of business outcomes. Small and mid-sized advertisers are increasingly participating, with adoption rising from 60% in 2024 to 85% in 2026, emphasizing the importance of targeting over content quality.
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