94 percent of U.S. households reachable through CTV, study finds

There is no doubt that connected television continues to grow in popularity, with programmatic connected TV ads now being able to reach nearly every American household.

In the first half of 2022, CTV was able be to reach 94 percent of U.S. households, according to Pixalate. This is a 10 percent increase from the same time a year ago.

According to the report, CTV spend has increased 4X since 2019. A lot of this is due to the widespread adoption of connected TV devices, smart televisions, and CTV apps.

On the device side, Roku leads the way with 44 percent of ad spend, followed by Samsung with 17 percent, Amazon with 12 percent and Apple with 9 percent. On the content side, movie and television dominate ad placements and this looks to only increase as Disney Plus and Netflix are both entering the ad-supported market in Q4.