When StreamVantage launched in early 2024, one of the key research assets that we used to craft our story was Premion’s 2023 CTV/OTT Advertiser Study conducted by Advertiser Perceptions. So when the next version of the report was released 3 years later, which is practically a half-life in technology shifts like streaming TV, we were surprised to see that the results were almost identical.
- The average number of CTV/Streaming TV providers typically used for a campaign by marketers rose marginally from 4.2 to 4.4. This is consistent with our experience that most major brands continue to use “the usual suspects” (e.g.Hulu) and have not dipped their toes in the FAST and AVOD waters yet.
- In 2026, 70% of CTV Ad buyers expected to increase their annual CTV spending, while the same figure in 2023 was 65%.
- In 2023, integrated/hybrid buying teams were responsible for budget control of CTV/OTT 52% of the time (followed by Digital buying teams 32% of the time), whereas in 2026 the share of integrated/hybrid teams controlling the CTV budget inched up to 55% (followed by Digital buying teams 33% of the time). Perhaps the real story is that fewer linear teams are controlling the CTV budget.
The above said, we were not surprised that buyers found that the top two barriers to achieving scale in CTV/Streaming TV campaigns were: 1) fragmentation across platforms and providers and 2) difficulty in de-duplicating reach and frequency across channels.
Click here to get access to the 2026 survey results.
