The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen’s Global Annual Marketing Survey. Some 1,400 marketers in four worldwide regions, including North America, were surveyed earlier this year.

Unpacking the trend: Marketers in healthcare and pharma are among the most likely of any industry to increase their CTV/OTT spending.

• 58% of healthcare and pharma marketers will devote more of their budgets to CTV in the next 12 months.
• 29% won’t change their spending amount on this channel.
• Just 11% plan on reducing spend on this channel, the lowest among all surveyed industries other than travel and tourism (6%).

Why it matters: Healthcare and pharma brands will ramp up their ad spending on streaming platforms for two main reasons.