Key stat: 58% of US media agency professionals plan to increase their connected TV (CTV) investments, while almost a third (32%) plan to decrease linear TV investments, according to November 2024 data from Pixability.

Beyond the chart:

• CTV ad spending will grow by 15.8% this year to reach $33.4 billion, per our November 2024 forecast.
• We forecast that nearly 70% (69.2%) of the US population will be a CTV user in 2025.

Use this chart: Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

Related EMARKETER reports:

• US TV and Connected TV Ad Spending Forecasts H2 2024 (EMARKETER subscription required)
• The CTV Opportunity (EMARKETER subscription required)

Methodology: Data is from the January 2025 Pixability "US YouTube & Connected TV Media Agency Survey 2025." 124 media agency professionals in the US were surveyed during November 2024. All respondents work directly on YouTube and/or connected TV campaigns for brand advertisers. Pixability is a technology platform for optimizing video ad campaigns on YouTube and CTV.