Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region
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2024
2025
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During a 2025 survey among marketers worldwide, approximately ** percent of respondents in Latin America and ** percent in North America reported plans to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the 12 months following the survey. A year earlier, those shares stood at ** and ** percent, respectively.
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Nielsen. (May 31, 2025). Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region [Graph]. In ÀÖ²¥´«Ã½app×îа汾. Retrieved August 13, 2026, from /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. "Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region." Chart. May 31, 2025. ÀÖ²¥´«Ã½app×îа汾. Accessed August 13, 2026. /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. (2025). Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region. ÀÖ²¥´«Ã½app×îа汾. ÀÖ²¥´«Ã½app×îа汾 Inc.. Accessed: August 13, 2026. /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen. "Percentage of Marketers Planning to Increase Their Spending on Over-the-top (Ott) and Connected Tv (Ctv) Advertising in The following 12 Months Worldwide in 2024 and 2025, by Region." ÀÖ²¥´«Ã½app×îа汾, ÀÖ²¥´«Ã½app×îа汾 Inc., 31 May 2025, /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
Nielsen, Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region ÀÖ²¥´«Ã½app×îа汾, /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/ (last visited August 13, 2026)
Percentage of marketers planning to increase their spending on over-the-top (OTT) and connected TV (CTV) advertising in the following 12 months worldwide in 2024 and 2025, by region [Graph], Nielsen, May 31, 2025. [Online]. Available: /statistics/1661113/share-marketers-increase-ott-ctv-worldwide/
