CTV has overtaken cable and broadcast in U.S. viewing, giving advertisers—especially smaller brands—a cost-efficient, full-funnel channel they can no longer afford to ignore.
Television viewing in the U.S. has reached a turning point. In May 2025, streaming officially surpassed both cable and broadcast combined, with connected TV (CTV) capturing 44.8% of all TV viewing. Whether this lead will hold through the NFL season, the NHL playoffs and the fall broadcast lineup is uncertain—but the momentum is undeniable. CTV has moved from an emerging channel to a mainstream force, and advertisers can no longer afford to sit on the sidelines.
