● The short answer
CTV advertising places video ads in streaming TV apps watched on a television, like YouTube, Hulu, Roku or Tubi. Streaming made up 48.6% of US TV viewing in May 2026, per Nielsen. Small businesses can afford it now because CTV is bought programmatically by ZIP code or audience with modest budgets, but it builds awareness, not instant leads, so it suits brands with a clear local or niche audience.
Key takeaways
- CTV means ads in streaming TV apps watched on a television screen.
- Streaming was 48.6% of US TV viewing in May 2026, per Nielsen; YouTube alone was 13.8%.
- ZIP-level targeting and flexible budgets make CTV accessible to regional businesses.
What counts as CTV
Connected TV means streaming content watched on a TV screen through a smart TV, a streaming stick or box, or a game console. Ads run in ad-supported streaming services and free ad-supported channels. It is related to "OTT" (over-the-top), which covers streaming on any device, including phones.
The audience is large. Nielsen's Gauge reported that streaming accounted for 48.6% of total US TV viewing in May 2026, ahead of cable (20.4%) and broadcast (19.2%). YouTube alone had 13.8% of TV viewing, its best share at that time. People still watch TV; they just watch it differently.
The how is where we come in.
What we walk through with you, for your business:
- Why CTV is now within reach for smaller budgets
- How to run a small CTV test
- Who should and should not try it
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
How much does a CTV campaign cost?
CTV is bought per thousand impressions, and rates depend on the inventory, targeting and partner. It typically costs more per impression than display or social video. Many CTV partners also set minimum campaign budgets. Ask for the media rate and any fees separately, and plan enough budget to reach your audience several times.
Can people click CTV ads?
Usually not, since people watch on a TV with a remote. Some formats add QR codes or let viewers send info to their phone, but CTV is mainly an awareness channel. That is why measurement relies on reach, completion rates, site-visit attribution and lift in branded search rather than clicks.
Sources
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