Social Video ad Spending Is Set to Outpace CTV in Growth Rate This Year

Social video ad spending is set to outpace CTV in growth rate this year

The pendulum is swinging back to the feed, signaling that the crown of digital video dominance is going to social media. Brand spending on social video is set to outpace media investments on connected TV (CTV) ad inventory, according to the Interactive Advertising Bureau (IAB). While CTV spending is projected to grow year-over-year to 11% in 2026, spending on social video — which includes video on apps like Instagram, YouTube and Reddit — is set…

U.S. Digital Video Ad Spend to Surpass $80B in 2026; Growing 20% Faster Than the Total Ad Market, According to IAB

New IAB research found that AI-powered social video, investment in the creator economy, and CTV outcomes will drive digital video ad spend to new heights.