The UK has seen significant growth in connected TV advertising, with spend reaching £3.2 billion in 2026. This reflects a 20% increase from 2025, driven by the shift towards digital-first consumer behaviors. CTV's share of the digital advertising budget now stands at 35%, indicating its importance in marketing strategies. The high penetration rate of 78% demonstrates widespread adoption of connected devices, creating fertile ground for advertisers seeking targeted, high-engagement campaigns.
Viewer engagement remains high, with a 62% interaction rate on average. Programmatic ad buying dominates, accounting for £1.8 billion of the total spend, highlighting automation's role in maximizing campaign efficiency. As advertisers continue to leverage data-driven targeting, CTV is expected to become the primary digital advertising channel in the UK, further accelerating its growth and influence in the media landscape.