The news: US connected TV (CTV) ad spending will grow 16.8% this year, reaching $33.48 billion, while time spent with CTV will grow 6.9%, per our forecast.

• 70.7% of the US population will be CTV users in 2025, and this is expected to grow to nearly three-quarters of the population by 2029. In contrast, time spent with desktops and laptops will fall by over three million viewers by 2029.
• By 2026, 89.2% of US households will be CTV households, surpassing 90% by 2027.