Connected TV Advertising Statistics in Uruguay (2026)

Uruguay's connected TV advertising market is experiencing significant growth, with an estimated spend of USD 45 million in 2026. The rise in digital consumption and increased adoption of smart TVs have contributed to this surge, positioning connected TV as a dominant platform for advertisers targeting urban and tech-savvy audiences. The market share of digital advertising has reached 38%, reflecting the shift towards more immersive and targeted advertising formats.

The connected TV user base in Uruguay is projected to reach 2.1 million by 2026, representing over 60% of the population. With an average ad spend of USD 21.43 per user, advertisers are capitalizing on highly engaged viewers, evidenced by an engagement rate of 4.8%. This trend underscores the importance of connected TV as a strategic channel for brands seeking effective reach and higher ROI in Uruguay's evolving digital landscape.