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Connected TV in 2026: The Quiet Reshaping of Premium Video
Ad-supported streaming has crossed the inflection point. CTV is now the fastest-growing major ad medium globally.
Evolve Editorial · March 8, 2026 · 6 min read
The shift
eMarketer projects US CTV ad spend to reach $42B in 2026, up from $29B in 2024. Netflix, Disney+, Amazon Prime Video and YouTube together account for the majority of incremental growth.
Why brands like CTV
CTV combines TV-like premium attention with digital-grade targeting, measurement and frequency capping. For brands trying to rebuild reach after years of fragmentation, it is the most efficient lever available.
Creative still wins
Targeting cannot rescue weak creative on a 65-inch screen. Brands moving budget into CTV are simultaneously rediscovering the value of long-form, well-crafted brand films.
