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.
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