CTV's Bigger Share Of Media Budgets Drives Programmatic Growth

The growth in audiences for streaming video is pushing advertisers to shift their media budgets to connected television. Brands are expected to boost CTV’s share of their spending from 14% in 2023 to 17% in 2024, according to a survey of advertising executives by Proximic by Comscore.

Some of the CTV spending will come from other media channels, such as traditional linear television and digital display, the study suggests.