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CTV Ad Spending
Overall
by Traditional Media
by Device
by Format
Digital Ad Spending by Subcategory
Source: EMARKETER Forecast, August 2026 - August 2026
Note: Digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku, and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising
Additional Note: Healthcare and pharma includes drug manufacturers and researchers, vitamins and supplements, prescriptions, over-the-counter (OTC) medications and products, alternative & natural medicine products and services, pet flea and tick drugs, birth control, biotech companies, animal pharmaceutical companies, veterinary products, health and dental insurance, medicare plans & services, medical devices & supplies, healthcare providers and facility services, social assistance providers, wellness companies, health and monitoring devices, and imaging equipment.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.