Global digital video advertising spend is projected to rise 11% to $81.9 billion in 2026, outpacing the broader advertising market, according to a report by the Interactive Advertising Bureau (IAB).
The growth rate is about 20% faster than overall ad market expansion, underscoring continued momentum in formats such as connected TV (CTV), social video and online video platforms including YouTube.
Social video leads, CTV gains from linear shift
Social video is expected to expand at a faster pace than other segments, growing 13% to $31.9 billion, while CTV ad spend is forecast to increase 11% to $29.3 billion, the report said.
The IAB noted that 54% of incremental CTV ad budgets are shifting from traditional linear television, with a further 40% reallocated from legacy media such as print and radio. Around 38% of spending originates from broader social media budgets.
Major live sports and premium programming — including streaming distribution of leagues such as the NFL, NBA and MLB — continue to drive advertiser migration toward CTV platforms.
Digital video widens lead over linear TV
Digital video is expected to command 61% of total TV and video advertising spend in 2026, up from 58% a year earlier, while linear television’s share is projected to fall to 39%.
By sector, consumer packaged goods will remain the largest category, accounting for $16.9 billion in spend, followed by retail ($9.4 billion), technology ($7.5 billion), pharmaceuticals ($7.4 billion) and entertainment and media ($7.4 billion). Financial services and restaurants are each expected to contribute $5.5 billion.
Outlook
The IAB said the continued shift toward digital video reflects advertisers’ focus on measurable performance, audience targeting and cross-platform reach, trends expected to persist as streaming ecosystems and social video platforms expand globally.
