Connected TV Ad Spend Hits $38 Billion as Programmatic Transactions Reach 90% of the Channel

U.S. connected TV ad spend is projected to reach $37.95 billion in 2026, with global CTV spending hitting $46.3 billion, according to converging estimates from eMarketer and industry analysts. The more consequential figure: over 90% of CTV display ad spend is now transacted programmatically, making manual buying the exception rather than the rule.

Within programmatic CTV, private marketplaces account for 47% of spend, programmatic guaranteed represents 38%, and open exchange comprises the remaining 15%. The channel’s programmatic segment jumped to $36 billion globally, up from $28 billion in 2025, reflecting 28% year-over-year growth.

Industry analysts note that CTV upfronts are passing primetime linear television for the first time, a threshold moment that signals advertiser confidence in streaming inventory at scale. The shift accelerates as measurement standards mature and cross-screen attribution closes the gap between digital precision and television reach.

For demand-side platform operators and marketing teams managing multi-channel campaigns, the data confirms that CTV has completed its transition from experimental allocation to core programmatic channel.

Source: eMarketer