Connected TV in 2026: The Fastest-Growing Channel in Digital Advertising

Connected TV has seen explosive growth globally over the past 1–2 years, driven by rapid streaming adoption and the expansion of ad-supported viewing models. As more households shift away from linear TV, CTV has become one of the fastest-growing channels in digital advertising.

Today, advertisers can reach audiences across a wide range of premium CTV environments, including Netflix, Hulu, Paramount+, Disney+, YouTube (CTV), and leading broadcaster-led platforms across the US and UK.

Through platforms like Google Display & Video 360, brands can activate CTV campaigns with advanced capabilities such as:

• Household-level ad delivery inside the living room
  
  
  

• Geo-targeting by city, region, or service area
  
  
  

• Third-party audience targeting (health, lifestyle, in-market, income, interest-based)
  
  
  

• Frequency controls and cross-device measurement
  
  
  

What makes CTV especially powerful is its evolution from a pure awareness channel into a full-funnel performance driver. Brands are now using CTV not just to build visibility, but to support consideration, retargeting, and real-world outcomes.

As major streaming platforms continue investing in premium content and advertising technology, CTV is shaping the future of how brands communicate with audiences, directly, measurably, and at scale.