🛍 Advertisers Ramp Up Budgets for YouTube and Netflix
Streaming television continues to reshape the global media landscape. According to the 2026 global study Must-CTV: From Promise to Performance, published by the digital media measurement platform DoubleVerify, marketers worldwide are aggressively scaling up their ad spend across top streaming venues, with YouTube emerging as the absolute leader in budget growth.
The study, which analyzed billions of ad impressions, utilized controlled tests, and surveyed over 2,000 marketers and 22,000 consumers across 20 markets, revealed the following insights:
- 70% of marketers increased their ad spend on YouTube over the past year;
- 65% ramped up their investments in Netflix;
- 59% allocated more capital to Amazon Prime Video;
- 48% boosted their budgets on Samsung’s streaming platforms.
Collette Spagnolo, Vice President of Marketing and Analytics at DoubleVerify, noted that streaming television has become a cornerstone of the modern media mix. Brands are actively reallocating their ad dollars to mirror where today’s viewers spend the vast majority of their time.
Connected TV (CTV) ecosystems have become particularly valuable to businesses, as they offer the unique ability to deliver massive scale alongside measurable performance metrics in an increasingly fragmented media landscape.
Source: Advanced Television
