South Africa CTV Ad Spending Statistics in 2026

South Africa's CTV advertising spend is projected to reach USD 150 million in 2026, reflecting rapid growth driven by increased streaming platform adoption and mobile internet penetration. The market share of CTV within the digital ad landscape is expected to be around 25%, indicating its rising importance among advertisers targeting connected viewers. The number of CTV users is forecasted to hit 16 million, signaling a broad and expanding audience base.

This growth in CTV consumption correlates with higher engagement levels, with users spending an average of 35 minutes daily watching CTV ads. The increase in digital ad spend underscores the shift in media consumption patterns, emphasizing the importance for brands to optimize their campaigns for connected TV. As the digital infrastructure improves, South Africa's advertising ecosystem is poised for continued expansion in the CTV segment.