Premion – CTV/OTT Advertiser Survey: CTV Spending Is Accelerating, 2026
This report focuses on advertising spending and priorities related to Connected TV (CTV) and Over-The-Top (OTT) media.
It analyzes advertiser behavior, expectations, and trends for 2025 and 2026, highlighting that 70% of advertisers plan to increase CTV/OTT spend by an average of 17%. The report emphasizes CTV's appeal due to its ability to reach highly engaged audiences and combine TV impact with digital precision. Key findings include that 97% agree advertising on premium video content improves ROI, integrated teams manage 55% of CTV budgets, and 50% of spend is expected to be programmatic in 2026. It also notes the benefits of combining linear TV and CTV for brand awareness and ROI, with future focuses on reducing fragmentation and unifying measurement.
