Digital video reaches 61% of US TV and video ad spend
Digital video ad spending is projected to grow 11% year-over-year in 2026, reaching $81.9 billion in the US and accounting for 61% of total TV and video ad spend, surpassing linear TV's 39%. Social video ad spend also continues to lead connected TV (CTV) ad spend, with advertisers prioritizing platforms offering tighter attribution. Marketers are advised to blend video planning, using linear TV as supplemental, CTV for premium content, and social video to support campaign goals, while addressing CTV's measurement gaps.
Key Takeaways
- The IAB projects US digital video ad spend will hit $81.9 billion in 2026, up 11% year over year.
- Digital video is expected to take 61% of total US TV and video ad spend, versus 39% for linear TV.
- Digital video ad growth has slowed from 21% in 2022 and 15% in 2025 to 11% in 2026.
- Social video ad spend was $28.2 billion last year, ahead of connected TV's $26.5 billion.
- CPG leads 2026 US digital ad spend by category at $16.9 billion, followed by retail and tech.
Why It Matters
Digital video is now the majority of US TV and video ad spending, which makes budget allocation more clearly a digital-first planning exercise rather than a linear-first one. The article also shows why social video continues to pull ahead of connected TV: advertisers want tighter attribution and shorter paths to purchase, while CTV still has measurement gaps, frequency control issues, and pricing pressure. What to watch next is whether CTV can close the $1.7 billion gap with social video after last year’s $28.2 billion versus $26.5 billion split.
Read full article at emarketer.com
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