The way people watch television has fundamentally changed. With the rapid rise of streaming platforms, viewers are shifting away from traditional cable subscriptions and toward on-demand, internet-connected experiences. For advertisers, this shift has created one of the most powerful opportunities in modern media: Connected TV (CTV).
Over 70% of households now stream on Connected TV — shifting ad dollars from cable to digital screens.
From Cable to CTV: A Global Shift in Viewing Habits
In North America and Europe, millions of households have “cut the cord.” Instead of traditional broadcast schedules, they watch through streaming services such as DAZN, FIFA+, Netflix (ad-supported tiers), and other platforms that dominate living rooms worldwide. By 2024, more than 70% of households in developed markets regularly stream content on CTV devices — and the numbers continue to grow.
This migration has transformed advertising. Instead of relying on broad demographics and estimated ratings, CTV allows marketers to target audiences with precision and measure results in real time.
Why Advertisers Are Choosing CTV
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Precision Targeting: Brands can target by geography, demographics, interests, and even viewing behavior. This means campaigns are more efficient and reduce wasted impressions.
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High Engagement: CTV ads run on the largest screen in the home, in full-screen, non-skippable formats. Unlike mobile or desktop, distractions are minimized.
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Measurable ROI: With robust reporting and attribution, advertisers can see exactly how campaigns impact brand awareness, engagement, and even conversions.
Case in Point: Sports Streaming
One of the fastest growing categories within CTV is sports streaming. Platforms like FIFA+ and DAZN have changed the way fans consume football, boxing, and live events. For brands, this is invaluable — aligning campaigns with passionate audiences during their most engaged moments.
The Future of CTV Advertising
CTV is not just a passing trend — it’s the future of television advertising. Budgets are shifting rapidly, with global CTV ad spend expected to surpass $30 billion by 2026. Brands that adopt early will not only reach their target audiences more effectively but also establish a competitive advantage in markets where streaming is dominating.
At Kraft Media Group, we specialize in helping brands harness the full potential of CTV. With access to exclusive inventory through FIFA+, DAZN, and other publishers, we connect advertisers to audiences at scale — with transparency, precision, and impact.
