Connected TV
Advertising Growth &
Global CTV Ad Spend

Connected TV (CTV) advertising is rapidly expanding as brands shift budgets from traditional TV to streaming platforms.

The Rapid Growth of Connected TV (CTV) Advertising

Connected TV (CTV) advertising continues to gain momentum as one of the most powerful formats in the digital marketing ecosystem. On AllMediaDesk's self-service platform, buying ads on CTV and streaming services has become increasingly relevant for advertisers.

With audiences shifting from traditional linear TV to streaming platforms, advertisers are following suit and Germany CTV ad spend is surging in response. According to recent insights from eMarketer, CTV advertising growth is expected to remain strong through 2025, driven by innovation, audience scale, and performance capabilities.

Key Drivers Behind the Growth of CTV

Over the past few years, CTV advertising has emerged as a top priority for media buyers. In 2023, CTV ad spend reached new highs, and both 2024 and 2025 are on track to set additional records. The CTV advertising market size is projected to grow into the tens of billions globally, with a compound annual growth rate that outpaces nearly every other format in the video landscape.

This growth is being fueled by:

Increased viewer adoption of streaming services
A growing inventory of premium ad-supported content
Improved targeting and measurement tools
The flexibility of programmatic and self-service ad platforms

These baseline options are broadly available and easy to implement.

The CTV Ecosystem: Who's Involved?

The CTV advertising ecosystem includes a wide range of stakeholders, each playing a key role in delivering value to advertisers:

Publishers and Platforms

Major streaming services, FAST (Free Ad-Supported Streaming TV) platforms, and network-owned apps offer CTV ad inventory. Top CTV publishers include players such as YouTube, Hulu, Netflix, Roku, Pluto TV, and Amazon Freevee.

Measurement and Analytics Providers

Companies offering CTV advertising analytics and attribution tools ensure that advertisers can track ROI, optimize targeting, and validate performance.

Advertisers

Brands across industries are increasing their investments in CTV to reach viewers in high-attention environments.

Self-Service Ad Tech Platforms

Platforms like AllMediaDesk are democratizing access to the CTV space by offering automated, transparent tools to plan and book campaigns.

CTV Ad Spend Trends and Forecasts

Multiple market reports highlight the explosive rise in connected TV ad spend. According to eMarketer:

CTV spending in 2024 reached $28.79 bn in Germany
CTV spending in 2025 is expected to rise to $33.35 bn

By 2028, continued CTV growth is expected to drive more budget into CTV than into traditional linear TV advertising.

Why Advertisers Choose CTV

Advertisers are moving to connected TV advertising because it offers:

High-impact video formats in a brand-safe environment
A growing inventory of premium ad-supported content
Real-time CTV advertising statistics and insights
Efficient reach across devices and screens