Spain's CTV advertising market is experiencing rapid growth, with expenditures reaching approximately 1.2 billion euros in 2026. The increasing penetration of connected TVs, now in 78% of households, has driven advertisers to allocate about 35% of their digital ad budgets to CTV platforms. This shift reflects consumers' preference for streaming content, offering brands a more targeted and engaging advertising environment.
The number of CTV ad campaigns has surged to over 15,000, indicating a mature and competitive landscape. Viewership remains strong, with an average of 34 million monthly viewers engaging with CTV content. These trends demonstrate Spain's digital advertising ecosystem's evolution, emphasizing the importance of CTV as a primary channel for reaching modern audiences.