커넥티드 TV 광고 서비스 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the connected TV advertising services market size is expected to increase from USD 24.85 billion in 2025 to USD 28.38 billion in 2026 and reach USD 56.19 billion by 2031, growing at a CAGR of 14.64% over 2026-2031.

This report is Segmented by Service Type (Media Planning and Strategy, Media Buying and Activation, Audience and Data Services, Measurement and Attribution, and Creative Adaptation and Optimization), Advertiser Industry (Retail and Ecommerce, Media and Entertainment, Automotive, Telecom, Financial Services, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Connected TV Advertising Services Market Trends and Insights

Linear-To-Streaming Budget Reallocation Accelerates

The television budget movement toward streaming is expected to become structural by 2026. A Premion and Advertiser Perceptions survey found that most U.S. connected TV advertisers planned to increase spending in 2026, with average planned increases indicating meaningful budget expansion. Advertisers are reallocating these budgets from linear television, display, paid search, and social media, rather than funding them only through incremental spending. The survey also found that a notable share of connected TV investment came directly from linear television reallocation. Integrated or hybrid agency teams managed a majority of connected TV budgets, indicating that planning practices are changing as advertisers coordinate audience delivery, buying, and reporting across television environments. This operational shift affects campaign planning, inventory selection, frequency control, and the selection of measurement partners within the connected TV advertising services market. Platforms with authenticated first-party data and premium content rights are better positioned to retain budgets as advertisers demand clearer evidence of outcomes.

Programmatic and Self-Serve Buying Broadens Advertiser Access

Programmatic infrastructure is extending access to the connected TV advertising services market beyond the managed-service model. Samsung Ads announced that Smart TV home screen inventory would become available through The Trade Desk and Google Display and Video 360 from Q3 2026. The arrangement uses Magnite's SpringServe as the ad-serving layer and gives buyers a programmatic route to a prominent television interface. Automated access can help smaller advertisers test connected TV without the budgets traditionally required for direct deals, while allowing established buyers to apply common workflow controls across more inventory. It also gives agencies more flexibility to manage reach and frequency across publishers, devices, and campaign objectives. The expansion of self-service buying supports a broader group of advertisers while increasing the importance of transparent supply paths, seller disclosures, and reliable delivery reporting.

Cross-Platform Measurement Standards Remain Fragmented

Measurement fragmentation remains a major operational constraint for buyers in the connected TV advertising services market. IAB published its Standardized Measurement Guide for Connected TV in December 2025, covering impressions, viewability, reach, frequency, and attention across direct and biddable buying paths. IAB Europe released a connected TV measurement framework and transparency principles for public comment in April 2026. The framework was developed with Amazon Ads, FreeWheel, Google, IAB UK, Magnite, Samsung Ads, and YouTube. These initiatives establish common definitions, but they do not yet deliver consistent cross-platform reach deduplication, especially where campaigns use different platforms, buying paths, and reporting systems. Buyers, therefore, continue to face difficulty comparing performance across direct publisher sales and programmatic transactions, which can delay budget decisions and make independent verification more important in the connected TV advertising services market.

Other drivers and restraints analyzed in the detailed report include:

1. Live Sports and Premium Event Rights Shift to Streaming
2. Shoppable and Interactive CTV Formats Improve Lower-Funnel Performance
3. Privacy and Identity Signal Loss Weakens Household Resolution

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Media Buying and Activation held 33.14% of the connected TV advertising services market share in 2025. Its position reflects the role of programmatic guaranteed deals, private marketplaces, and direct publisher integrations in executing campaigns. Smart TV home screens are becoming another programmatic inventory source as device companies make those placements available to buyers. This supports service providers that can manage buying across premium publishers, TV operating systems, and streaming applications. Measurement and Attribution services are also becoming more important as standardized measurement guidance increases demand for verification and outcome reporting. IAB's 2025 guide gives buy-side and sell-side organizations a common reference for valid signals across direct and biddable transactions.

Audience and Data Services is projected to expand at a 15.12% CAGR through 2031. Buyers are placing greater value on commerce-enriched and identity-resolved audience segments that can be activated against premium video inventory. WPP Media and Criteo launched a connected TV activation using real-time signals from more than 17,000 e-commerce sites that represented over USD 1 trillion in annual gross merchandise value. The approach uses curated deal IDs to reach high-intent shoppers across participating premium inventory. Media Planning and Strategy is also changing as agencies coordinate linear television and streaming planning through shared teams. Creative Adaptation and Optimization benefits from dynamic ad insertion and more personalized video production, especially for brands that lack internal production capacity in the connected TV advertising services market.

Complete Report Scope:

• By Service Type
  • Media Planning and Strategy
  • Media Buying and Activation
  • Audience and Data Services
  • Measurement and Attribution
  • Creative Adaptation and Optimization
• By Advertiser Industry
  • Retail and Ecommerce
  • Media and Entertainment
  • Automotive
  • Telecom
  • Financial Services
  • Healthcare
  • Travel and Hospitality
  • Other Advertiser Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Colombia
    • Rest of South America
  • Europe
    • United Kingdom
    • Germany
    • France
    • Italy
    • Spain
    • Netherlands
    • Nordics
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia and New Zealand
    • Southeast Asia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Turkey
    • Rest of Middle East
  • Africa
    • South Africa
    • Nigeria
    • Egypt
    • Rest of Africa

Geography Analysis

North America held 45.71% of the connected TV advertising services market share in 2025. The region combines mature streaming adoption, retail media activity, and developed programmatic infrastructure. U.S. connected TV upfront spending reached USD 17.73 billion in 2026, surpassing USD 16.98 billion for primetime linear television upfront spending. Walmart's Vizio and proposed Vibe.Co acquisitions strengthen its ability to connect commerce data, TV operating systems, and self-service advertising. Roku reported more than 90 million active households and achieved its first full year of GAAP profitability in 2025. The connected TV advertising services market in the region benefits from buyers who can combine retail data with established premium video reach.

Asia-Pacific is projected to expand at a 14.91% CAGR through 2031, making it the fastest-growing regional area in the connected TV advertising services market. The region includes markets where streaming use, smart TV adoption, and programmatic buying are expanding from different starting points. Australia and South Korea have more mature digital video environments and are developing consent practices. Southeast Asia remains tied to broadband development and the growth of connected-device access. India has a large and growing connected TV audience, creating additional advertiser reach beyond linear television. Japan's broadcaster video-on-demand expansion and wider programmatic adoption also support regional demand.

Europe is the second-largest region and continues to gain momentum. European connected TV ad views grew 33% in the second half of 2025, compared with 11% in the United States. France recorded a 36% programmatic share of connected TV impressions in the first half of 2025. GDPR and ePrivacy requirements raise the value of first-party data and clean-room partnerships across European markets. In the Middle East, connected TV grew faster than the overall digital advertising environment, led by the UAE and Saudi Arabia. South America remains at an earlier stage, while FAST channel growth in Portuguese and Spanish can expand smart TV household reach in Brazil and Argentina.

1. The Trade Desk, Inc.
2. Google LLC
3. Amazon.com, Inc.
4. Roku, Inc.
5. The Walt Disney Company
6. Netflix, Inc.
7. Comcast Corporation
8. FreeWheel Media, Inc.
9. Magnite, Inc.
10. PubMatic, Inc.
11. Innovid Corp.
12. DoubleVerify Holdings, Inc.
13. Integral Ad Science Holding Corp.
14. Nexxen International Ltd.
15. Samsung Electronics Co., Ltd.
16. LG Electronics Inc.
17. Yahoo Inc.
18. Microsoft Corporation
19. Viant Technology Inc.
20. VideoAmp, Inc.
21. iSpot.tv, Inc.
22. Paramount Global
23. Warner Bros. Discovery, Inc.
24. Tatari, Inc.
25. Simulmedia, Inc.
26. OpenAP LLC.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Linear-To-Streaming Budget Reallocation Accelerates
  • 4.2.2 Programmatic and Self-Serve Buying Broadens Advertiser Access
  • 4.2.3 Live Sports and Premium Event Rights Shift to Streaming
  • 4.2.4 Shoppable and Interactive CTV Formats Improve Lower-Funnel Performance
  • 4.2.5 TV Operating Systems Become New High-Attention Media Surfaces
  • 4.2.6 Clean-Room Commerce Signals Sharpen Closed-Loop Targeting
• 4.3 Market Restraints
  • 4.3.1 Cross-Platform Measurement Standards Remain Fragmented
  • 4.3.2 Privacy and Identity Signal Loss Weakens Household Resolution
  • 4.3.3 Creative and Metadata Fragmentation Slows Scaled Execution
  • 4.3.4 Supply-Path Opacity and CTV Fraud Waste Premium Spend
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Media Planning and Strategy
  • 5.1.2 Media Buying and Activation
  • 5.1.3 Audience and Data Services
  • 5.1.4 Measurement and Attribution
  • 5.1.5 Creative Adaptation and Optimization
• 5.2 By Advertiser Industry
  • 5.2.1 Retail and Ecommerce
  • 5.2.2 Media and Entertainment
  • 5.2.3 Automotive
  • 5.2.4 Telecom
  • 5.2.5 Financial Services
  • 5.2.6 Healthcare
  • 5.2.7 Travel and Hospitality
  • 5.2.8 Other Advertiser Industries
• 5.3 By Geography
  • 5.3.1 North America
    • 5.3.1.1 United States
    • 5.3.1.2 Canada
    • 5.3.1.3 Mexico
  • 5.3.2 South America
    • 5.3.2.1 Brazil
    • 5.3.2.2 Argentina
    • 5.3.2.3 Chile
    • 5.3.2.4 Colombia
    • 5.3.2.5 Rest of South America
  • 5.3.3 Europe
    • 5.3.3.1 United Kingdom
    • 5.3.3.2 Germany
    • 5.3.3.3 France
    • 5.3.3.4 Italy
    • 5.3.3.5 Spain
    • 5.3.3.6 Netherlands
    • 5.3.3.7 Nordics
    • 5.3.3.8 Russia
    • 5.3.3.9 Rest of Europe
  • 5.3.4 Asia-Pacific
    • 5.3.4.1 China
    • 5.3.4.2 Japan
    • 5.3.4.3 India
    • 5.3.4.4 South Korea
    • 5.3.4.5 Australia and New Zealand
    • 5.3.4.6 Southeast Asia
    • 5.3.4.7 Rest of Asia-Pacific
  • 5.3.5 Middle East
    • 5.3.5.1 Saudi Arabia
    • 5.3.5.2 United Arab Emirates
    • 5.3.5.3 Turkey
    • 5.3.5.4 Rest of Middle East
  • 5.3.6 Africa
    • 5.3.6.1 South Africa
    • 5.3.6.2 Nigeria
    • 5.3.6.3 Egypt
    • 5.3.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 The Trade Desk, Inc.
  • 6.4.2 Google LLC
  • 6.4.3 Amazon.com, Inc.
  • 6.4.4 Roku, Inc.
  • 6.4.5 The Walt Disney Company
  • 6.4.6 Netflix, Inc.
  • 6.4.7 Comcast Corporation
  • 6.4.8 FreeWheel Media, Inc.
  • 6.4.9 Magnite, Inc.
  • 6.4.10 PubMatic, Inc.
  • 6.4.11 Innovid Corp.
  • 6.4.12 DoubleVerify Holdings, Inc.
  • 6.4.13 Integral Ad Science Holding Corp.
  • 6.4.14 Nexxen International Ltd.
  • 6.4.15 Samsung Electronics Co., Ltd.
  • 6.4.16 LG Electronics Inc.
  • 6.4.17 Yahoo Inc.
  • 6.4.18 Microsoft Corporation
  • 6.4.19 Viant Technology Inc.
  • 6.4.20 VideoAmp, Inc.
  • 6.4.21 iSpot.tv, Inc.
  • 6.4.22 Paramount Global
  • 6.4.23 Warner Bros. Discovery, Inc.
  • 6.4.24 Tatari, Inc.
  • 6.4.25 Simulmedia, Inc.
  • 6.4.26 OpenAP LLC.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment