Survey: 70% CTV advertisers to increase spending by 17% in 2026

Reinforcing Connected TV’s growing role within total video strategies, nearly seven in 10 CTV advertisers (70 per cent) expect to increase their CTV spending, with an average rise of 17 per cent, according to the 2026 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, the CTV/OTT advertising solution for regional and local advertisers in the US.

The survey reveals that advertisers are entering the new year with greater confidence in CTV’s ability to drive measurable business outcomes as part of broader linear and video investments. Spend increases are driven by the ability to reach highly engaged, opt-in audiences (44 per cent) and combine TV’s branding power with digital precision (40 per cent). Among those increasing CTV/OTT ad spend in 2026, 25 per cent of that funding is coming from overall ad budget growth, with the remainder reallocated from other channels — including linear TV, digital display, paid search and social media.

The findings also highlight important implications for agencies. As CTV becomes more deeply integrated into total video planning, integrated or hybrid teams now control 55 per cent of CTV/Streaming TV budgets, reflecting a structural shift in how video investments are managed. Managing reach, frequency and performance holistically across linear and streaming environments is becoming a central priority for agencies navigating a more complex video ecosystem.

“CTV has proven its ability to drive real business outcomes at scale,” said Tim Fagan, SVP, Chief Revenue Officer, TEGNA. “Advertisers are doubling down because CTV consistently delivers what matters most: engaged audiences, measurable performance and full-funnel impact — and it works most powerfully when integrated alongside linear and broader video strategies.”

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