Connected TV (CTV) continues to evolve, with ad views surging as streaming becomes the default way to watch premium content. This rapid expansion is being fuelled by ongoing technical innovation that creates more opportunities for publishers and buyers. Programmatic capabilities are unlocking new inventory and broadening access for advertisers of all sizes, while emerging ad formats deliver stronger viewer engagement and a more seamless experience. 

Live streaming is also propelling CTV forward. With streaming platforms placing greater emphasis on live content – and the Winter Olympics and men’s football World Cup due to take place in 2026 – CTV is primed for sustained momentum. But what are the trends that are powering the current CTV boom, and how can stakeholders take full advantage of its success?  

Streaming’s popularity is fueling CTV’s growth 

The popularity of streaming services is a key factor behind the growth of the CTV opportunity. According to Nielsen data, the first half of 2025 saw streaming’s highest share of digital and TV viewership in the US at 46%. Over the same period, premium video ad view growth on streaming platforms across the US and Europe combined was up 27% year-on-year, the 1H Video Marketplace Report from FreeWheel shows.   

And connected TV devices are where the vast majority of streaming ads are being seen. In the US, 85% of streaming ad views are on CTV, compared to 9% on mobile or 3.5% on desktop. In Europe, where STB VOD is more common – particularly with France’s large IPTV sector – CTV still leads the way, accounting for 48% of ad views, compared to 21% on mobile or STB VOD. Overall, the number of ad views in 2025 on CTV devices grew significantly year-over-year (YOY), rising by 8% in the US and 31% in Europe.  

It’s clear that by offering audiences a high-quality viewing experience and a diverse range of content through streaming platforms, CTV has firmly established itself as the primary device for ad consumption in the premium video category. Media owners that want to further build on their streaming offering should make CTV a strategic priority. 

CTV boosts inventory value 

For streaming platforms, CTV offers some distinct advantages not least a large screen experience providing a highly immersive environment for advertising. But its ability to boost inventory value is critically important in a crowded digital advertising space. This is realized at different levels.  

1. Audience insight: With viewers often needing to log in on their devices, streaming apps know where and who their audience is, and can utilize various consented data points to help advertisers refine their targeting, increasing the value of their inventory. 
2. Measurement: CTV gives buyers visibility into actual outcomes beyond impressions and reach, from engagement to brand lift and conversions; making it easier for content providers to ensure the campaign reaches the intended audience, which further boosts inventory appeal.  
3. Targeting: CTV’s robust content foundation enables smarter, privacy-safe contextual targeting. By aligning ad creative with the content viewers are already engaged in, CTV boosts relevance, resonance, and results. Research from our FreeWheel Viewer Experience Lab found that viewers report twice the engagement when ads are relevant, and brand recall significantly increases with contextual alignment. 

In particular, the benefits of contextual alignment can go further. By tagging keywords using a standardized taxonomy, such as the IAB Content Taxonomy, publishers can achieve scalability and simplified ad execution. When combined with programmatic, this approach can further transform contextual advertising into a seamless targeting solution, noticeably increasing content’s value for advertisers. 

Programmatic opens up premium inventory to new advertisers 

An increasingly big part of the appeal of CTV for advertisers is the ability to deliver ads programmatically to streaming viewers. The Video Marketplace Report shows that there has been a major rise in programmatic ad views, growing 44% YOY in Europe and by 29% YOY in the US. Overall, programmatic now represents 30% of ad delivery in the premium video ecosystem in the US, while in Europe it stands at 19%.  

The significance of programmatic’s expanding influence in streaming is that it is opening up premium video to a new cohort of advertisers, including SMEs. While in the past, TV advertising was seen largely as a way to build brand awareness (and required big budgets) today brands looking to drive performance-based outcomes are increasingly utilizing programmatic delivery to reach specific CTV audiences.  

Data shows a 14% YOY rise in the number of unique advertisers leveraging automated delivery; and they are reaping the rewards, with new-to-programmatic advertisers achieving 29% more ad views than those who entered the market in the first half of 2024. This highlights a compelling reason for publishers to tap into this increased demand for programmatic; in turn, they can increase their pool of advertisers, lessening the risk of ad fatigue for audiences from repetitive ads and improving the viewing experience.   

The importance of live environments 

Programmatic is also transforming ad delivery for live content. In the US, the majority (56%) of ad views happen in live environments due to the popularity of live sports coverage and FAST (Free, Ad-supported Streaming TV) channels. In Europe, more than three-quarters (76%) of premium video ad views are in VOD content, though growing distribution between direct-to-consumer (DTC) and FAST channels has seen the share of live environment ad views grow. Particularly in the UK, FAST is rapidly growing as audiences increasingly enjoy the familiar, ‘live’ experience of linear TV through digital devices.  

With tentpole live events on the agenda in 2026, including the men’s football World Cup, the Winter Olympics, the Super Bowl and more, there’s a major opportunity for publishers to tap into live programming and continue to open up access to their inventory and audiences through programmatic. 

Now, to truly take advantage of the opportunities that CTV brings, streamers need to ensure the buying process is as simple as possible. Traditionally, buying for TV has been a complex undertaking. For buyers used to digital channels such as social and display, straightforward and efficient access to addressable media is key. In turn, this will increase efficiency for publishers.  

With advertisers, particularly new-to-programmatic ones, seeing results from their spend in this area, platforms must focus on unlocking more content in this way to diversify their strategies and put themselves at the forefront of innovation in CTV. While publishers’ investments in monetization and technology are paying off, there’s still plenty of room to further extend automated delivery across VOD and live inventories. And with a wider pool of advertisers and support for diversified and innovative ad formats, the viewing experience can be greatly enhanced too.