Updated Mar 17, 2026 by Sensor Tower
The U.S. OTT advertising market reached a mature state between late 2021 and 2022, averaging $3.26 billion in quarterly spend and accounting for nearly 15% of total digital advertising investment.
Consumer Packaged Goods replaced Financial Services as the leading spending category by mid-2022, while the automotive industry increased its OTT ad spend by 74% year-over-year.
Tubi emerged as the fastest-growing publisher with a 37% increase in ad revenue, while Hulu and Peacock remain the dominant platforms for reaching viewers under the age of 35.
OTT has transitioned from an experimental channel to a primary driver for user acquisition, evidenced by brands like Turo allocating over 50% of their total digital budgets to streaming ads.
Grocery delivery services increased their OTT investment by 14% year-over-year, contributing to a broader trend where sectors like food delivery and travel use streaming to drive measurable mobile app installations.
Major brands including United Airlines, Instacart, Booking.com, and UberEats are leveraging OTT to capture shifting consumer attention and drive direct performance outcomes.
The U.S. OTT advertising market reached a mature state between late 2021 and 2022, averaging $3.26 billion in quarterly spend and accounting for nearly 15% of total digital advertising investment.
Consumer Packaged Goods replaced Financial Services as the leading spending category by mid-2022, while the automotive industry increased its OTT ad spend by 74% year-over-year.
Tubi emerged as the fastest-growing publisher with a 37% increase in ad revenue, while Hulu and Peacock remain the dominant platforms for reaching viewers under the age of 35.
OTT has transitioned from an experimental channel to a primary driver for user acquisition, evidenced by brands like Turo allocating over 50% of their total digital budgets to streaming ads.
Grocery delivery services increased their OTT investment by 14% year-over-year, contributing to a broader trend where sectors like food delivery and travel use streaming to drive measurable mobile app installations.
Major brands including United Airlines, Instacart, Booking.com, and UberEats are leveraging OTT to capture shifting consumer attention and drive direct performance outcomes.