5 Charts on How CTV Is Reshaping Ad Spend and Time Spent

CTV has reached a turning point. It now accounts for more daily viewing time than linear TV, but the shift in advertiser spending has been slower to follow.

This downloadable PDF brings together five charts and EMARKETER analyst insights that explore how ad budgets are moving, where friction remains, and which capabilities buyers are prioritizing as CTV matures.

Inside, EMARKETER charts and analyst commentary on:

How CTV has finally surpassed linear TV in time spent, signaling a major shift in how audiences are watching video.
How advertisers are planning to move budget from linear TV to CTV, and why that reallocation is still playing out gradually.
What barriers are preventing greater CTV investment, from measurement concerns to questions around efficiency and transparency.
Which priorities are rising to the top for CTV ad buyers in 2026 as they look to improve outcomes.
What technologies and capabilities buyers are exploring or adopting to make CTV buying more effective.

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