Social video ad spending is projected to grow faster than Connected TV (CTV) ad spending this year. This trend is attributed to advertisers following users who increasingly consume video content on platforms such as Facebook, YouTube, TikTok, and Instagram, according to IAB estimates.
This points to near-term budget pressure on the CTV side of the ad market as more spend follows attention to social platforms. For the streaming ecosystem, it reinforces that video ad dollars are not just flowing into TV-like environments; they are also chasing user behavior across Facebook, YouTube, TikTok, and Instagram. The key thing to watch is whether IAB’s estimate shows up in actual spend data later this year, especially in comparisons between social video and CTV growth rates.
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