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.
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.
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