Exclusive forecast: Global CTV ad spend accelerates as emerging markets scale

The data: US connected TV (CTV) ad spend will top the global charts in 2026 at $36.95 billion, per our forecast, more than 10 times the spend of each of the following two countries—the UK and China—at $3.45 billion and $3.40 billion, respectively.

However, CTV ad spend growth will be faster in other markets.

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