Survey: 70% Of CTV Advertisers To Increase Spending In 2026

There’s a growing convergence between linear and streaming strategies, with advertisers prioritizing performance, scale and omnichannel reach, according to a Premion/Advertiser Perceptions study released today.

Nearly seven in 10 connected TV (CTV) advertisers (70%) expect to increase their spending by an average of 17% in 2026, according to the 2026 CTV/OTT Advertiser Survey released Monday by Advertiser Perceptions and Tegna’s Premion ad platform.

The findings highlight a growing convergence between linear and streaming strategies, with advertisers prioritizing performance, scale and omnichannel reach. Marketers are entering the year with increased confidence in CTV’s ability to drive measurable business outcomes alongside broader linear and video investments.

The increase in spending is driven by the desire to reach highly engaged, opt-in audiences (44%) and the ability to combine the branding power of traditional TV with digital precision (40%). Among those increasing their CTV/OTT ad spend this year, 25% of the funding is coming from overall budget growth, while the remainder is being reallocated from other channels — including linear TV, digital display, paid search and social media.

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