The shift to CTV isn’t just a passing trend—it’s a fundamental transformation in how audiences consume content.
Connected TV (CTV) isn’t the future—it’s the now. Over the past few years, we’ve witnessed an unprecedented shift in how audiences consume content, creating new opportunities for organizations looking to reach highly engaged viewers where they are. With CTV ad spend more than doubling since 2020, this evolution isn’t just reshaping the advertising industry—it’s revolutionizing how public affairs professionals, agencies, and organizations connect with their key audiences.
Findings from our recent survey, produced in partnership with Global Strategy Group, reinforce the seismic shift towards CTV. Among our surveyed audience, 62% of young respondents (18-44) primarily use streaming platforms. Furthermore, ad-supported streaming services are closing the gap with linear TV—free streaming platforms now reach 55% of our respondents on a weekly basis.
The Growth of CTV: A Data-Driven Surge
Between 2020 and 2023, U.S. CTV ad spending skyrocketed from $9.7 billion to over $21 billion, according to the IAB Video Ad Spend Study. The trend isn’t slowing down, with eMarketer projecting over $34 billion spent in 2025.
What’s causing this shift? Drastic changes in consumer media consumption habits and the rapid rise of free, ad-supported streaming platforms. Streaming services have overtaken linear TV, and cord-cutting has become the norm rather than the exception. For organizations looking to make an impact, the key takeaway is clear—CTV is no longer a luxury add-on. It’s an essential component of any modern public affairs and communications strategy.
Why CTV Works for Public Affairs and Advocacy
CTV isn’t just about scale; it’s about precision. Unlike traditional linear TV advertising, which relies on broad demographic targeting, CTV offers the ability to reach specific audiences with tailored messaging. For public affairs professionals and advocacy groups, this means:
- Hyper-targeted reach: Engage the right audiences based on geographic, behavioral, and interest-based data.
- Engagement in a premium environment: Viewers are actively choosing to watch streamed content, meaning your message appears in a high-attention setting.
- Measurable impact: Advanced analytics and attribution modeling allow organizations to track engagement, conversions, and overall effectiveness—something linear TV has long struggled to offer.
Key Trends Shaping the Future of CTV
The CTV landscape is evolving rapidly. Here are a few trends that public affairs professionals should have on their radar:
- The Rise of Programmatic Buying: Automated, data-driven ad placements are making CTV campaigns more efficient, cost-effective, and scalable.
- Ad-Supported and Free Streaming Growth: With platforms like Netflix and Disney+ rolling out ad-supported tiers, and free streaming services such as Pluto TV and Tubi growing in popularity, premium inventory is expanding. These platforms create new opportunities for organizations to reach diverse audiences efficiently, making streaming a crucial component of modern digital engagement strategies.
- The Rise of Live Streaming: Live streaming is becoming a dominant force in digital media consumption. Platforms like YouTube Live, Twitch, and social media-based streaming services provide real-time engagement opportunities, making them valuable tools for organizations looking to connect with audiences in an interactive way.
- Interactive and Addressable Ads: CTV is moving beyond traditional video spots to include dynamic creative elements that encourage engagement, from QR codes to personalized calls to action.
- The Push for Transparency and Measurement: As CTV ad spend increases, so does the demand for clearer metrics and standardization across platforms, ensuring organizations can track the true impact of their campaigns.
Insights from Our Poll: The Shift to Streaming
Findings from our recent survey, Swing Votes Stream: CTV and the 2024 Election, produced in partnership with Global Strategy Group, reinforce the seismic shift towards CTV. Our research shows that 53% of voters now rely on streaming to watch live TV, surpassing traditional cable and satellite services. And as noted above, 62% of young respondents (18-44) primarily use streaming platforms.
What This Means for Organizations Looking to Influence Policy and Public Opinion
For organizations looking to expand their reach and engage audiences effectively, CTV presents a transformative opportunity for public affairs professionals. Whether the goal is to raise awareness, educate the public, strengthen your company’s reputation, or mobilize public support, the combination of targeted reach, premium engagement, and real-time measurement makes CTV one of the most effective tools in the modern communicator’s playbook.
At DSPolitical, we understand that in today’s fragmented media landscape, reaching the right audience at the right time requires a sophisticated, data-driven approach. That’s why we’ve been at the forefront of integrating CTV into strategic public affairs and advocacy campaigns, helping organizations cut through the noise and make an impact where it matters most.
The Time to Invest in CTV is Now
The shift to CTV isn’t just a passing trend—it’s a fundamental transformation in how audiences consume content. For public affairs professionals, embracing this shift isn’t optional; it’s imperative. As the landscape continues to evolve, organizations that leverage CTV effectively will be the ones shaping conversations, influencing policy, and driving real change.
Ready to explore how CTV can amplify your message? Let’s talk.
