Beyond Streaming: The Real Opportunity of Connected TV

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Connected TV (CTV) has earned a central place in the digital audiovisual ecosystem.
According to IAB Spain’s2025 Digital Media Advertising Investment Study, investment in connected TV has grown by between 36.8% and 45.6% compared to 2024, the largest increase across the entire digital landscape.

This growth isn’t just a passing trend; it’s a clear shift in the way users consume audiovisual content and brands plan their campaigns. The big screen is once again a relevant medium, but now with the precision, control, and measurability characteristic of the digital environment.

Connected TV Has Reached Full Maturity

The IAB Spain2025 Connected TV Study confirms that 95% of Spanish internet users (aged 16 to 75) use some type of connected TV device or platform.
In addition, the average viewing time is 132 minutes per day, with peak consumption between 9 p.m. and 11 p.m., when 79% of users watch content in this format.

76% access it from a Smart TV, and 77% do so with others, which shows that the environment remains social, even though it is digital.
Even perceptions of advertising are changing, with 76% of users saying they would be willing to watch ads if that reduced the cost of the service.

These figures show that connected TV has achieved scale, become a habit, and gained widespread acceptance. And that makes it a priority for marketing and media teams.

What Makes a Brand Choose CTV?

1. Audience with Genuine Engagement
   In contrast to the immediacy of digital consumption, connected TV once again creates a space for sustained engagement. Viewers are relaxed, in an entertaining environment, and more receptive to audiovisual messages.

2. More Efficient and Measurable Advertising
   Unlike linear television, CTV enables advanced targeting based on interests, location, or behavior. Advertisers can measure reach, frequency, and performance in real time, combining the scale of television with the traceability of digital media.

3. Integration with Other Video Strategies
   CTV is already part of the digital mix. It complements online video, social media, and display campaigns, enabling cross-media planning with a more cohesive narrative.

4. More Respectful and Personalized Experiences
   Users perceive less intrusion when ad formats are integrated into the content or adapted to their consumption context. This natural feel improves the message’s receptivity and strengthens the brand image.

Challenges Facing the Format

Despite the market’s enthusiasm, the expansion of CTV also presents challenges:

• Unified measurement: The multitude of platforms—from traditional broadcasters to OTT platforms (streaming services such as Netflix or Prime Video)—makes it difficult to gauge reach and frequency. Initiatives such as Nielsen ONE and IAB Europe ’s joint metrics are moving in that direction, but there is still no consensus.

• Cost and return: CPMs on CTV are higher than on other digital media. Brands will need to balance investment and results, prioritizing awareness campaigns or value-added brand experiences.

• Adapted creativity: Not every TV commercial works in this environment. The brands that adapt best are those that produce creative content specifically for CTV, with short messages, contextual relevance, and a narrative tailored to the digital user.

• Privacy and Regulation: Advanced segmentation requires transparency in data use. Compliance with data protection regulations will be key to maintaining user trust.

The Near Future

Connected TV has reached a stage of maturity that points to even greater growth in the coming year; we will see platforms continue to expand their advertising inventory, hybrid models (subscription + ads) become more established, and brands find opportunities to integrate CTV into their omnichannel strategies.

The next step will be to improve measurement, standardize metrics across platforms, and harness the creative potential of a format that combines attention, targeting, and visual quality.

More than just a technological promise, CTV is already a tangible opportunity to connect with audiences in an environment where advertising once again has the time and space to tell stories.

This content was written by an AI agent under human supervision and editing