OTT 광고 시장 : 점유율 분석, 업계 동향과 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the OTT advertising market size is projected to expand from USD 121.67 billion in 2025 and USD 136.42 billion in 2026 to USD 213.78 billion by 2031, registering a CAGR of 9.40% between 2026 and 2031.

This report is Segmented by Ad Placement (Pre-Roll Ads, Mid-Roll Ads, and More), Ad Format (Video Ads, Display Ads, Interactive Ads, and More), Platform Type (Smartphones and Tablets, Smart TVs, and More), End User (Media and Entertainment, Retail and E-Commerce, Automotive, Healthcare and Pharmaceuticals, Financial Services, and More), Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global OTT Advertising Market Trends and Insights

Rising Shift from Linear TV to Streaming Ad Budgets

Budget migration from linear television to streaming has reset video planning priorities across the OTT advertising market. Premion and Advertiser Perceptions found that 70% of CTV and OTT advertisers planned to increase streaming spend by an average of 17% in 2026, indicating the shift is no longer experimental for major buyers. The same survey showed that 28% of the planned increase was expected to come from broadcast linear TV and 24% from cable or satellite budgets, confirming that streaming is taking spend from legacy television pools rather than attracting only new money. Hybrid planning teams now control 55% of CTV budgets, so the old operational split between linear and digital buying is narrowing inside agencies and brand teams. That shift is shortening the path from upfront planning to programmatic execution, giving platforms that already control premium streaming supply greater leverage. In practical terms, the OTT advertising market is moving toward a planning model in which streaming is treated as the central video channel, while linear television is increasingly managed as a declining complement.

Expansion of Ad-Supported Streaming Tiers and FAST Inventory

Ad-supported tiers and FAST services are widening the amount of sellable inventory available across the OTT advertising market. Xumo expanded direct access to its premium streaming inventory through The Trade Desk's OpenPath framework in January 2026, which shows how ad-supported streaming platforms are opening more supply through direct programmatic routes. Roku introduced Roku Curate in April 2026 to connect its first-party audience insights with partner purchase data, signaling that ad-supported environments are now built around measurable outcomes rather than simple impression scale. Disney Advertising extended shoppable and actionable ad capabilities in June 2025, linking retailer datasets to streaming exposures and making ad-supported viewing more useful for commerce-led campaigns. Platforms are also refining ad experiences rather than just raising ad loads, because inventory expansion only supports growth if viewer engagement remains stable. This creates space for buyers to reach more viewers in ad-supported streaming environments while still maintaining campaign quality and attribution standards closer to those of premium television.

Fragmented Measurement Across Devices and Publishers

Measurement fragmentation remains one of the clearest barriers to faster expansion in the OTT advertising market, as advertisers still struggle to compare performance across platforms with distinct identities and reporting systems. CIMM and the 4As reported in March 2026 that advertisers have access to more data and analytics tools than before, yet confidence in measurement accuracy still lags because teams must reconcile competing versions of campaign truth. The problem is not only technical, because major streaming platforms also have commercial reasons to keep audience and performance data inside proprietary environments. That makes frequency control, deduplicated reach, and cross-platform attribution harder to defend to finance and procurement teams. Google's consent rules for personalized advertising in the EEA and UK add another layer of variation across markets, since identity quality can change based on local permission signals. Until reporting standards become more comparable, the OTT advertising market will continue to carry friction that slows budget reallocation from channels where measurement practices are better understood.

Other drivers and restraints analyzed in the detailed report include:

1. Programmatic Buying and Real-Time Bidding Adoption
2. Better First-Party Audience Targeting and Measurement
3. Limited Inventory Transparency in Premium OTT Environments

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Mid-roll ads held 43.12% of the OTT advertising market share in 2025, which kept them at the center of premium streaming monetization. Their lead came from placement context, because ads shown during active viewing moments usually attract stronger attention and command better pricing power than inventory placed before or after the content. Buyers also continue to view mid-roll as a closer substitute for traditional television commercial breaks, which is helpful as linear budgets are redirected into streaming. Pre-roll ads are the fastest-growing placement type and are projected to expand at a 9.92% CAGR from 2026 to 2031. Post-roll ads remain the smallest part of the mix because they depend on viewers staying with the service after content ends, which narrows scale for many campaigns.

The placement mix in the OTT advertising market is also changing because publishers are managing ad break structures more carefully to protect completion rates and reduce viewer irritation. Pre-roll is benefiting from lower playback friction and better ad delivery workflows, which makes the format more acceptable for performance-led campaigns that need consistent starts. Mid-roll still holds the strongest revenue position because it sits inside the highest-value viewing window and supports premium pricing without requiring oversized ad pods. Post-roll remains useful for lower-disruption campaigns and direct-response activity, but it does not match the scale or pricing of mid-stream inventory. In Europe, placement-level targeting is also shaped by consent rules for personalized ad delivery, which can narrow the addressable scale for both pre-roll and mid-roll impressions.

Video ads accounted for 66.54% of the ad format mix in 2025, reflecting that streaming environments are still built around long- and short-form video viewing rather than static display experiences. The format remains dominant because most brand advertisers already have television-ready creative assets, which lowers the operational friction of moving budgets from linear channels to streaming. Interactive ads are projected to expand at a 10.54% CAGR from 2026 to 2031, indicating that the OTT advertising market is moving beyond passive exposure toward measurable engagement. Display formats, including overlays, companion units, and pause-based placements, remain relevant because they add incremental impressions without always interrupting the viewing session. The overall mix now points to a market where advertisers want both reach and action, rather than treating those goals as separate media plans.

That shift is becoming clearer as commerce functionality moves into premium streaming environments. Disney Advertising expanded its shoppable and actionable ad capabilities in June 2025 by connecting retailer datasets from Kroger Precision Marketing and Walmart Connect to CTV ad exposures. This gives interactive units a stronger role in campaign planning, because advertisers can connect video exposure with product discovery and transaction intent more directly. Display formats benefit from the same trend when they support lightweight calls to action inside the viewing session. Even so, video remains the anchor of the OTT advertising industry because it aligns with viewer expectations, fits premium content environments, and still enjoys the broadest acceptance among buyers and publishers.

Complete Report Scope:

• By Ad Placement
  • Pre-roll ads
  • Mid-roll ads
  • Post-roll ads
• By Ad Format
  • Video Ads
  • Display Ads
  • Interactive Ads
  • Other Ad Formats
• By Platform Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End User
  • Media and Entertainment
  • Retail and E-Commerce
  • Automotive
  • Healthcare and Pharmaceuticals
  • Financial Services
  • Travel and Hospitality
  • Other End Users
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 41.09% of the OTT advertising market share in 2025, making it the largest regional revenue base. The region remains the most mature environment for streaming advertising, with premium inventory, programmatic infrastructure, and authenticated audience data already established at scale. IAB reported that US CTV ad spend reached USD 26.5 billion in 2025 and is estimated at USD 29.3 billion in 2026, indicating continued momentum in the region's largest national market. North America also benefits from the concentration of major platform operators, including Amazon, Roku, Netflix, and Disney, which strengthens access to high-quality supply and first-party data. At the same time, privacy controls such as Global Privacy Control recognition and broader data governance standards are making audience activation more dependent on compliant identity infrastructure.

Asia-Pacific is the fastest-growing geography, projected to expand at a 10.37% CAGR from 2026 to 2031. The region combines very large streaming audiences with uneven monetization, so volume growth does not always translate into North America-level pricing. Mobile-first viewing habits remain a major feature across several Asia-Pacific markets, pushing advertisers to adapt campaign formats, pod lengths, and measurement expectations to smaller screens and lower CPMs. India and Southeast Asia continue to matter because ad-supported video consumption is expanding at scale and supports a broader base of reachable viewers than subscription-led models alone. Japan and South Korea remain important because premium content, advanced device adoption, and advertiser sophistication support stronger monetization than many other markets in the region.

Europe remains a meaningful revenue block for the over-the-top (OTT) advertising market, but growth is moderated by stricter consent standards and more limited flexibility around behavioral targeting. Google requires GDPR-compliant consent handling for personalized inventory in the EEA and UK, which reinforces the shift toward contextual approaches, first-party activation, and cleaner audience collaboration frameworks. South America is showing stronger momentum as connected television adoption, ad-supported streaming, and broader digital video habits continue to deepen across major markets. The Middle East and Africa remain earlier-stage regions, with Saudi Arabia, the UAE, and South Africa standing out because infrastructure quality, smartphone usage, and advertiser sophistication are higher than in many neighboring markets.

1. Alphabet Inc.
2. Amazon.com, Inc.
3. The Trade Desk, Inc.
4. Roku, Inc.
5. Comcast Corporation
6. Magnite, Inc.
7. PubMatic, Inc.
8. The Walt Disney Company
9. Paramount Global
10. Samsung Ads
11. LG Ad Solutions
12. Xandr, Inc.
13. Viant Technology Inc.
14. Index Exchange, Inc.
15. OpenX Technologies, Inc.
16. LiveRamp Holdings, Inc.
17. Criteo S.A.
18. Innovid Corp.
19. AdTheorent Holding Company, Inc.
20. Yahoo Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Shift From Linear TV to Streaming Ad Budgets
  • 4.2.2 Expansion of Ad-Supported Streaming Tiers and FAST Inventory
  • 4.2.3 Programmatic Buying and Real-Time Bidding Adoption
  • 4.2.4 Better First-Party Audience Targeting and Measurement
  • 4.2.5 Retail Media and Commerce Data Collaboration in OTT Campaigns
  • 4.2.6 Cross-Screen Frequency Management Across OTT, CTV, and Mobile
• 4.3 Market Restraints
  • 4.3.1 Fragmented Measurement Across Devices and Publishers
  • 4.3.2 Limited Inventory Transparency in Premium OTT Environments
  • 4.3.3 Privacy and Consent Constraints on Audience Targeting
  • 4.3.4 Ad Load Sensitivity and Viewer Churn Risk
• 4.4 Industry Value Chain Analysis
• 4.5 Industry Supply Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Impact of Macroeconomic Factors on the Market
• 4.9 Porter's Five Forces Analysis
  • 4.9.1 Bargaining Power of Suppliers
  • 4.9.2 Bargaining Power of Buyers
  • 4.9.3 Threat of New Entrants
  • 4.9.4 Threat of Substitutes
  • 4.9.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Ad Placement
  • 5.1.1 Pre-roll ads
  • 5.1.2 Mid-roll ads
  • 5.1.3 Post-roll ads
• 5.2 By Ad Format
  • 5.2.1 Video Ads
  • 5.2.2 Display Ads
  • 5.2.3 Interactive Ads
  • 5.2.4 Other Ad Formats
• 5.3 By Platform Type
  • 5.3.1 Smartphones and Tablets
  • 5.3.2 Smart TVs
  • 5.3.3 Laptops and Desktops
  • 5.3.4 Other Device Types
• 5.4 By End User
  • 5.4.1 Media and Entertainment
  • 5.4.2 Retail and E-Commerce
  • 5.4.3 Automotive
  • 5.4.4 Healthcare and Pharmaceuticals
  • 5.4.5 Financial Services
  • 5.4.6 Travel and Hospitality
  • 5.4.7 Other End Users
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Chile
    • 5.5.2.4 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia
    • 5.5.4.6 Rest of Asia-Pacific
  • 5.5.5 Middle East
    • 5.5.5.1 Saudi Arabia
    • 5.5.5.2 United Arab Emirates
    • 5.5.5.3 Qatar
    • 5.5.5.4 Rest of Middle East
  • 5.5.6 Africa
    • 5.5.6.1 South Africa
    • 5.5.6.2 Egypt
    • 5.5.6.3 Nigeria
    • 5.5.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 The Trade Desk, Inc.
  • 6.4.4 Roku, Inc.
  • 6.4.5 Comcast Corporation
  • 6.4.6 Magnite, Inc.
  • 6.4.7 PubMatic, Inc.
  • 6.4.8 The Walt Disney Company
  • 6.4.9 Paramount Global
  • 6.4.10 Samsung Ads
  • 6.4.11 LG Ad Solutions
  • 6.4.12 Xandr, Inc.
  • 6.4.13 Viant Technology Inc.
  • 6.4.14 Index Exchange, Inc.
  • 6.4.15 OpenX Technologies, Inc.
  • 6.4.16 LiveRamp Holdings, Inc.
  • 6.4.17 Criteo S.A.
  • 6.4.18 Innovid Corp.
  • 6.4.19 AdTheorent Holding Company, Inc.
  • 6.4.20 Yahoo Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment