Addressable TV ad market projected to reach $14.33 billion by 2030
A market forecast by The Business Research Company projects the addressable TV advertising market to grow at a 15.9% CAGR, reaching $14.33 billion by 2030. The growth is attributed to the expansion of connected TV, AI-powered ad optimization, and viewers shifting from linear broadcast to streaming platforms.
Key Takeaways
- Market valuation is expected to rise from $6.86 billion in 2025 to $14.33 billion by 2030.
- Netflix reported watch time reached 95 billion hours in H1 2025, up from 94 billion in H1 2024.
- North America currently maintains the largest market share, while Asia-Pacific is projected as the fastest-growing region.
- Targeting accuracy is shifting toward household-level ad delivery, using deterministic data to replace traditional mass-market models.
Why It Matters
The projected 15.9% CAGR signals that addressability is transitioning from an experimental add-on to a core requirement for video monetization. For broadcasters and streaming operators, this shift necessitates a full-funnel technological stack capable of real-time programmatic bidding and cross-device identity mapping. As more inventory moves to ad-supported tiers, the ability to deliver distinct ads to different households during the same program will separate premium platforms from legacy providers. Watch for the maturation of AI-driven optimization tools and the impact of stricter privacy regulations on consent-based targeting models as primary growth constraints.
Additional Context
The shift toward addressable video is mirrored by broader industry spending trends as digital video begins to eclipse traditional broadcast. Per the Interactive Advertising Bureau (IAB) in April 2025, digital video ad spend is on track to hit $72.4 billion in 2025, capturing roughly 58% of total video spending. Within this segment, connected TV (CTV) has emerged as a critical driver, with 68% of marketers identifying it as a "must-buy" for their media plans. This momentum is largely fueled by the massive reallocation of budgets, as the IAB noted that marketers reallocated 36% of their linear TV ad spend to CTV in 2025 alone. Strategic alliances are also accelerating market reach. Per Mordor Intelligence in January 2026, major players like Amazon Ads and Roku have pooled their CTV audiences, a move that currently gives participating brands access to approximately 80% of US connected-TV households. This consolidation aims to alleviate the audience fragmentation that has historically hindered addressable TV campaigns. By aggregating impressions across localized operating systems, these platforms are attempting to provide the scale of linear television with the precision of digital targeting. Furthermore, the value of deterministic data over IP-based signals is becoming a central competitive differentiator. Per Dish Media in October 2025, a study conducted with Janus Strategy & Insights found that 31.6 million US adults can only be effectively reached through addressable TV, representing nearly $4 trillion in buying power. The research highlighted that addressable TV achieved 89% accuracy at 90 days into a campaign, roughly four times higher than probabilistic IP-matching methods. This emphasis on subscriber-verified data is pushing the industry toward a higher standard of measurement as advertisers demand greater accountability for their streaming investments.
Read full article at tech.einnews.com
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