Global Scans · Screens · Weekly Summary

• [New] With combined CTV and linear TV ad spend nearing $100 billion in 2027, the rise of streaming platforms and diverse ad formats has made ad tracking and measurement complex. IAB
• [New] CTV will overtake traditional TV advertising within the next few years and could represent a substantial share of total video ad spend globally by 2030. Starti Blog
• [New] Live connected TV ad spend is already in the high single-digit billions and could add several more billions in incremental spend by 2028, with a large portion flowing through programmatic channels. Starti Blog
• [New] Forecasts suggest that AI-driven personalization will power the vast majority of CTV ads by 2027, turning generic TV commercials into dynamic creatives responsive to viewer context, behaviour, and purchasing signals. Starti Blog
• [New] Multiple industry forecasts project U.S. CTV ad spend in the high thirty-billion-dollar range in 2026, with expectations that CTV will surpass traditional TV advertising by 2028. Starti Blog
• [New] According to Parks Associates research, on average US internet households subscribe to 5.3 streaming services, making streaming TV the anchor for the unified video platform, and its users are far more likely to engage with interactive ad formats, creating new opportunities in advertising innovation. Parks Associates
• [New] On average, marketers are expected to allocate over 37% of their 2026 TV Budget to Upfront buying, with 38.0% of marketers expecting Upfronts to account for at least half of their budgets. Adweek
• [New] With the growing role of AI in the TV OS for search and personalization, the importance of platform ecosystems is only going to grow in the coming years. TV Tech
• [New] Major TV and film studios will allocate less than 3% of their production budgets to generative AI content creation in 2026. Vozo
• [New] Netflix still sees really attractive opportunities to invest in film, TV series, and licensing while keeping spending below revenue growth. TIKR.com
• [New] Plenty of gadgets on Amazon could potentially improve your TV setup, but the Govee Envisual T2 is one of the best accessories that really makes a difference. BGR
• Kinetiq projects broadcast television will capture $4.8 billion of political ad spending, with connected TV surging to $2.7 billion (25.7%) and digital reaching $1.5 billion (14.3%). Insideradio.com
• Major events like the Olympics, World Cup, and US elections will stabilize TV and connected TV, while Meta's surge will reshape the digital advertising hierarchy. eMarketer
• We expect brands to continue to lean into streaming TV ad formats in 2026. Storyboard18
• When the British Film Institute finalises the figures on the number of films and high-end TV shows made in the UK in 2025 later in 2026, it is expected to show a third consecutive annual overall decline. The Guardian
• Key Stat: Adults will spend 2 hours and 14 minutes per day with traditional TV in 2026 - the final year that linear TV will be the leading media activity in the US. eMarketer
• With U.S. CTV ad spend projected to grow from approximately $33.35 billion in 2025 to $38 billion in 2026 - a 14% year-over-year increase-Connected TV has become a core channel that must deliver measurable outcomes. AI Digital
• In 2028, CTV advertising surpasses traditional TV for the first time. blog.xapads.com
• Traditional TV advertising drops to just 12% of global ad spending, while Connected TV races toward 40% by 2030. blog.xapads.com
• By doing so, Netflix will persuade additional subscribers to give up their cable subscriptions, as live TV is cable's one remaining advantage over Netflix. Yahoo Finance

Last updated: 25 May 2026