Key Takeaways CTV advertising serves video ads inside streaming content on internet-connected TVs, offering targeting and measurement capabilities that traditional linear TV never could. In Q4 2025, streaming made up 45.6 percent of all ad-supported TV viewing, while just 36 percent of U.S. adults still had a cable or satellite subscription. Available inventory is growing rapidly. Amazon has repositioned its demand-side platform (DSP) as a cross-screen programmatic solution, and Pinterest’s acquisition of tvScientific has introduced discovery-driven audience data into the CTV ecosystem. CTV advertising rewards deliberate investment. Define clear outcome-based goals, manage ad frequency carefully, and focus on metrics tied to tangible business impact rather than simple impression counts. CTV isn’t ideal for every brand, but self-serve buying platforms have dramatically lowered the entry barrier, enabling meaningful testing without a traditional TV-sized budget. Pew Research reports that 83 percent of U.S. adults use streaming services, while only 36 percent maintain cable or satellite TV at home. In Q4 2025, 74.2 percent of all TV viewing was ad-supported, with streaming representing 45.6 percent of that, the largest share of any category, according to Nielsen. Ad budgets are shifting accordingly. IAB data shows CTV ad spend rose 16 percent year over year in 2024, and that same year digital video overtook linear TV (conventional scheduled programming via cable or satellite) for the first time, capturing 51 percent of total TV and video ad spend. Here’s what you should understand about CTV advertising to effectively reach your target viewers…