A study by the IAB, Advertiser Perceptions and Guideline finds that 68% of media buyers/sellers and brand execs say CTV is a "must buy" and another 62% cite social media in the same vein, a study by the IAB, Advertiser Perceptions and Guideline finds.

Innovid estimates the average campaign reach across its 95 million TV households was just 19.64% - leaving a lot of room for campaigns to do more.

By 2028, after three years of 27.2% compounded annual growth, a doubling of ad spend of this year's results is projected - to exceed $10 billion, according to eMarketer.

When Netflix aired "Suits" (June-Dec. 2023) the show grew to total 57.7 billion minutes - up from estimated USA Network airings (2011-19) of 51.1 billion viewing minutes in seasons 1-8.

Roughly 90% of all CTV advertising is sold programmatically. All global CTV advertising has been estimated at $35.2 billion in 2024, growing to $46.3 billion by 2026.