Traditional TV advertisement spending is increasingly being diverted towards CTV (Connected Television) platforms
In the ever-evolving world of entertainment, the landscape of television consumption is undergoing a significant transformation. A recent article by Sonam Saini, published on August 8, 2025, sheds light on this transition, focusing on the growing popularity of Connected Television (CTV) and its impact on traditional linear TV.
The article highlights the surge in CTV viewership, particularly among younger demographics. Monthly CTV users among Millennials in the US reached 60.5 million and are projected to grow to 62.6 million by 2025. Generation Z's CTV users are forecasted to grow from 49.6 million in 2022 to 56.1 million by 2025. This trend indicates a strong adoption of CTV among younger viewers.
The habit of "watching TV" is moving from traditional linear broadcasts to digital streaming via CTV, which offers advertisers powerful targeting and measurement capabilities, combining the reach of TV and digital analytics. This shift is reflected in the advertising trends, with CTV advertising revenue growing sharply—from 5.9% of total traditional broadcast TV ad revenue in 2020 to 21.5% in 2024—and projected to nearly double to 44.7% by 2029.
Despite the growth in CTV, non-digital formats still accounted for about 60.8% of entertainment and media (E&M) consumer revenue in 2024 and are projected to remain the majority through 2029, reflecting that linear TV continues to hold a significant share in consumer budgets.
Experts like Anil Pandit of Publicis Media India and industry leaders such as Ross, Jio, Parle Products, and Media Partners Asia emphasize the need for a strategic blending of both linear TV and CTV to effectively reach diverse audiences, particularly as consumer habits are evolving from linear dominance towards digital streaming consumption.
Media leaders also advocate leveraging CTV's capability for precise audience targeting with personalized content and ads, leveraging data-driven insights and AI-assisted content creation. The adoption of AI and programmatic buying in CTV advertising will continue to drive efficiency and expand advertiser participation, including small- and medium-sized enterprises, which historically had limited access to TV ad spots.
The article also suggests that CTV is closing the gap with broadcast TV, with increasing penetration of CTV devices in markets like the US and India. The availability of smart TVs and streaming devices, combined with the rise of mobile and flexible viewing, underscores the continuing shift towards digital-first entertainment consumption.
Furthermore, the article notes a further emphasis on interactive and social entertainment elements integrated with CTV platforms, enhancing engagement beyond passive viewing.
For those interested in staying updated on the latest insights and analysis in this field, subscribing to the website's newsletter is recommended. The website also offers a mobile app for real-time updates and saved articles, designed to deliver updates on the industry. Please note that the app may require an internet connection to function properly.
[1] Saini, S. (2025). Surge in CTV consumption. [Online]. Available: https://www.ctv-industry-insights.com/ctv-consumption-on-the-rise-a-shift-in-viewing-habits-and-advertising-strategies
[2] Pandit, A. (2025). Navigating the balance: Linear TV and CTV in a digital-first world. [Online]. Available: https://www.publicis-media.in/navigating-the-balance-linear-tv-and-ctv-in-a-digital-first-world
[3] Ross, (2025). The future of CTV: Interactive and social entertainment. [Online]. Available: https://www.ross-media.com/the-future-of-ctv-interactive-and-social-entertainment
[4] Media Partners Asia (2025). The rise of CTV in India. [Online]. Available: https://www.mediapartnersasia.com/the-rise-of-ctv-in-india
- The growing popularity of Connected Television (CTV) in the entertainment industry is attracting the attention of advertisers, particularly due to its powerful targeting and measurement capabilities, as highlighted in Sonam Saini's article dated August 8, 2025.
- The Business section of a reputable news outlet published an article written by Anil Pandit, discussing the strategic blending of linear TV and CTV as necessary for effectively reaching diverse audiences in the digital-first world, reflecting a significant shift in consumer viewing habits.
- Ross Media recently released an article detailing the future of Connected Television, emphasizing the incorporation of interactive and social entertainment elements integrated with CTV platforms to enhance audience engagement beyond passive viewing. This aligns with trends observed in the finance and technology sectors, where these factors play crucial roles in business growth.
%20platforms){kind=link}