Research: CTV market to hit 4.2 billion devices by 2030

Understanding the difference between OTT and CTV

OTT and CTV are two terms frequently used in digital advertising that are often confused. Continue reading this article on ppc.land. Sign up the PPC Land newsletter to get the latest marketing news.

Research: CTV market to hit 4.2 billion devices by 2030

The global installed base of Smart TVs and Connected TV (CTV) devices will reach 4.2 billion units by 2030, growing at a CAGR of 9.6% from 2.65 billion in 2025, according to the latest report from Rethink TV. While Android-based platforms will account for nearly two-thirds of this expansion, the ecosystem is fracturing, with new OS contenders carving out regional footholds and formerly dominant platforms entering decline. Android TV, Google’s fl…