The Number of Advertisers on CTV Increased 4% YoY in Q1

2 Min Read

Despite some early concerns about the economy, this year’s CTV game is still going strong. According to new research from Beachfront Marketplace, in the first quarter of 2023 we’ve seen a 4% uptick in advertisers jumping into the CTV pool compared to the same time last year. By category, after the political ad frenzy of the 2022 midterms cooled down, there was (unsurprisingly) a dip in spending for law and politics on CTV. But businesses, travel, and family goods in particular have seen some serious gains, with food, health, and style also getting a nice boost. 

And when it comes to CTV platforms, the big champion is Roku — maintaining their dominance with almost 40% of CTV ad impressions in Q1 2023. Meanwhile, cable is losing its grip on the world of TV ad impressions. Set-top boxes (STBs) dropped from a 19.03% share of impressions in Q2 2022 to a measly 12.9% in Q1 2023 — allowing both Fire TV and Samsung TV to surpass them. Other TV brands like LG, Vizio, and Apple TV also increased their shares. Ultimately, there’s plenty of room for everyone in the world of Connected TV advertising, as the growing channel allows for easier access for smaller businesses and an expanding range of content genres.

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