CTV spend forecast to almost double by 2028

Posted on Wednesday 22 May 2024 | IAB

Advertisers’ investment in connected TV (CTV) in the UK is predicted to almost double to £2.94bn by 2028, according to latest IAB Compass


The research, conducted with MTM, has been updated to reflect latest data and trends in the market. It shows that spend on CTV is likely to almost double by 2028, as well as outlining the factors that could drive this up or down.

A number of trends stand to help spend hit £2.94bn in the next four years, including high uptake of CTV devices in the UK and the popularity of ad-supported viewing - particularly driven by Amazon Prime Video, Disney+, Netflix, and YouTube. AVOD overall is expected to grow to c.15% compound annual growth rate by 2028.

As well as exploring the trends shaping the CTV market and present barriers, the report also provides actionable recommendations for advertisers and agencies keen to leverage CTV advertising as part of their strategy.

IAB members can access the report in full here.

Written by

IAB

Topics

Related content

members speaking

The Future of TV Advertising Global / Future of Video 2024: Exclusive ticket offer for IAB members

Learn more

Shaping the future of CTV advertising

Learn more
Woman presenting

Connected TV Upfronts: Quality content, the power of nostalgia & unifying measurement

Learn more
compass

CTV & gaming projected to deliver over £4bn in annual digital ad spend by 2026

Learn more

Fast forward to 2030 with Futurescape

An in-depth exploration of the attitudes, innovations and media shifts that will shape the years ahead and redefine how we advertise by the turn of the decade

IAB UK Chatbot

Close Chat

Hi, I'm NORI

As the IAB’s AI-powered chatbot, I’m here to help IAB members understand everything about the world of digital advertising. You must be an IAB member to ask a question. To get started, either log into your account or create one below.

Are you sure you want to clear your chat history?

No
IAB chatbot icon