Connected TV Is Now a Core Growth Channel for U.S. Brands and Agencies

Connected TV has firmly established itself as one of the most powerful advertising channels in the U.S. In 2026, over 9 in 10 U.S. households now have at least one CTV device, making streaming the dominant way Americans consume television content.

What’s driving advertiser demand is not just reach, it’s precision. Through platforms like Google Display & Video 360, brands can run ads across premium streaming environments such as Netflix, Hulu, and Paramount+, while targeting specific households rather than broad demographics.

CTV advertising in the U.S. now allows brands to:

• Reach audiences directly inside their living rooms
  
  
  

• Target by geography (state, city, ZIP, DMA)
  
  
  

• Layer third-party data such as in-market, health, income, and lifestyle signals
  
  
  

• Control frequency and avoid wasted impressions
  
  
  

Recent industry moves, including major streaming platforms exploring consolidation and expanded ad-supported models, signal one clear trend: CTV is becoming the future of television advertising, blending premium content with digital-level targeting and measurement.

For U.S. advertisers, the shift is no longer if they should invest in CTV, but how strategically they deploy it.