More than half of marketers plan higher CTV spend
An iSpot survey indicates that while many marketers plan to either maintain or reduce overall budgets, over 50% intend to increase their investment in streaming and CTV advertising.
Key Takeaways
- iSpot found many marketers plan to maintain or decrease total budgets this year.
- More than 50% of marketers said they will increase investment in streaming and CTV advertising.
- The survey was published amid the 2026 upfronts period, when TV and streaming ad inventory is sold for the coming season.
Why It Matters
The immediate signal is that CTV can keep drawing incremental ad dollars even when broader marketing budgets are flat or down. That matters for streaming publishers and ad-tech vendors because it suggests CTV remains a priority line item in upfront planning, not just a discretionary spend. The article does not break out which buyers are increasing spend or by how much, so the next data point to watch is whether follow-on upfront results show that stated intent turning into committed CTV inventory purchases.
Read full article at streamtvinsider.com
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