The UK CTV market is second only to Canada in terms of highest growth forecast for 2026, according to projections from Guideline, an advertising data and media intelligence company. The forecast comes as UK broadcasters shift focus towards their CTV offerings, while streaming companies push consumers onto ad-supported plans, and advertisers reallocate budgets away from linear TV.
While UK broadcasters have invested considerably this year in strategies to attract more small and medium-sized enterprise (SME) advertisers, Guideline’s figures come from large agency holdcos and major brands, meaning SME spend is not accounted for in the projections. Regardless, CTV spend is forecast to rise 15 percent YoY in 2026, based on billing data Guideline receives directly from large agencies and advertisers.
