Connected TV market projected to reach $33.28 billion by 2030

The CTV ecosystem is shifting from a hardware-first to a platform-first economy where AI and first-party data dictate value. For advertisers, the consolidation of measurement firms like Innovid under Mediaocean provides an independent alternative to platform 'walled gardens.' Meanwhile, TV manufacturers are using AI-powered chips to differentiate premium hardware as the market matures and screen sizes trend toward the 65-inch-plus category. This evolution suggests that future streaming dominance will depend on the integration of ad-tech infrastructure directly into the OS layer. Watch for whether 8K adoption accelerates enough to justify current semiconductor investments in next-generation processors.

The CTV industry reached a major inflection point in June 2026 when Fox Corporation announced a definitive agreement to acquire Roku for approximately $22 billion. Per TV Technology (June 2026), this deal unites Fox’s live sports and news portfolio with a platform reaching over 100 million global households. The acquisition reflects a broader push toward vertical integration, where content owners seek to control the full software stack and the first-party data generated by the operating system. This move places Fox alongside players like Samsung and Vizio in the race to harmonize content delivery with sophisticated ad-serving capabilities.

In the advertising sector, CTV is increasingly functioning as a performance marketing channel. Per AdWave (February 2026), CTV ad spend in the U.S. is projected to reach $38 billion in 2026, marking a 14% year-over-year increase. Analysts from eMarketer suggest that CTV ad investments will likely surpass traditional linear TV spending by 2028. This transition is being accelerated by 'shoppable' ad formats and AI-assisted creative tools that allow brands to optimize spots in near real-time based on viewer engagement signals.

Technology-wise, the focus has shifted toward on-device intelligence. As noted in reporting from Hindustan Times (July 2025), manufacturers like LG are now deploying large language models directly into the TV interface to facilitate conversational search. Features such as AI Voice ID, which automatically switches user profiles based on vocal recognition, are becoming key differentiators as firms combat app fatigue and sign-in friction by simplifying the user experience across fragmented streaming environments.