Panama's digital advertising market is projected to reach $150 million in 2026, with connected TV advertising accounting for approximately 30% of total digital ad spend. The rapid adoption of smart TVs and streaming devices has significantly increased CTV's reach, now covering 65% of households nationwide. This shift highlights the country's growing digital maturity and the advertisers' focus on targeted, high-engagement formats that resonate with Panamanian audiences.
The average daily view time of CTV ads is around 22 minutes, indicating strong viewer engagement. As digital penetration increases, more businesses are investing in innovative advertising channels, with 78% of companies engaged in digital marketing strategies. This growth trend underscores Panama's evolving media landscape, driven by technological adoption and a rising consumer base active on digital platforms.