Dataxis Principal Analyst Ophélie Boucaud presented an overview of the global TV and video market at the HbbTV Symposium 2025, highlighting that connected TV is expected to reach 1.1 billion active devices globally by the end of 2025. The analysis projects connected TV will overtake traditional pay TV as the primary content access method, with global connected TV advertising valued at approximately $40-45 billion and paid streaming adoption plateauing around 40% of global households.
The immediate signal is that connected TV has moved from a growth channel to the center of home viewing, while paid streaming is no longer expanding evenly across households. That matters because ad-supported tiers and CTV ads are now a core part of the monetization mix, not a side bet. The broader ecosystem is also fragmenting across devices, operating systems, billing, and discovery, which raises the value of open standards like HbbTV and of distribution partnerships. What to watch next: the size of global CTV ad spend as it moves beyond the current $40 billion to $45 billion range.
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