• by Traci Will , Yesterday

A quiet but monumental shift has just happened on TVs across America. In May 2025, for the first time, streaming TV viewership surpassed both cable and broadcast combined, with connected TV (CTV) accounting for 44.8% of total TV viewing in the U.S. Whether this milestone holds through the NFL season and fall broadcast debuts remains to be seen—but the momentum is undeniable.

CTV presents a game-changing opportunity for small- and medium-sized agencies and local advertisers to tap into a powerful and growing revenue stream. Despite hesitation around measurement and data complexity, many are wasting valuable time in the weeds. It's time to move past those concerns.

More Screens in More Homes with Less Money

CTV is one of the fastest-growing yet underutilized media channels for smaller brands. With it, advertisers can reach about 58% of U.S. internet-connected households—roughly 67 million homes—on a fraction of a traditional TV budget. CTV combines the emotional power of traditional TV with the precision and measurability of digital. Unlike mobile ads, which are easily skipped or muted, CTV offers a more immersive experience that captures attention.

Strategy Matters More than Mix

The question isn’t whether TV or CTV matters—it’s how to best use both. There’s no one-size-fits-all mix. Factors like your audience, goals, geography, and KPIs all influence the strategy. Thankfully, data tools have advanced. Household graphing and device-level attribution now let marketers see who’s watching, on what device, and when, making it easier to optimize and shift placements in real time.

Don’t Get Hung up on Fragmentation

Yes, CTV’s fragmentation can raise concerns about duplication and frequency. Different platforms don’t always integrate, but smart strategy and measurement tools can reduce overlap to just 1%–3%. By blending set-top box and CTV data, marketers can model audiences and improve accuracy—controlling frequency and minimizing waste.

Performance vs. Awareness: How About Both?

Some believe CTV only builds awareness, like traditional TV. But modern attribution models show its potential for performance marketing, too. CTV tracks view-through conversions—whether someone saw the full ad and took later action. It can influence every stage of the funnel, from awareness to store visits and sales.

Message Matters More than Device

Too often, marketers fixate on devices instead of message. But the emotional impact of strong creative remains key. Larger screens create a “lean back” environment that increases engagement, retention, and conversion. CTV allows storytelling to thrive—with the added bonus of digital precision.

Don’t Let “What-Ifs” Stop You

Marketers will always face uncertainty—from media shifts to data blind spots. But the cost of waiting is growing. U.S. CTV ad spend is projected to reach $26.6 billion in 2025, up 13% from last year. With viewership strong, premium content expanding, and better analytics, CTV has become the “must-buy” channel.

The Bottom Line

Don’t wait for perfect conditions. Lean into what we already know CTV can do: build brand equity, drive measurable outcomes, and deliver performance with agility and scale. Now’s the time to take advantage.