CTV has moved from “emerging channel” to “global operating reality” in a very short span of time. The growth is visible in device adoption, streaming behavior, and the programmatic pipes that carry budgets into living rooms across borders.
Market-sizing varies by scope, so headline numbers come in different shapes. SkyQuest pegs the global connected TV market at $92.23B in 2024, on a path to $184.37B by 2033 (8% CAGR). Meanwhile, eMarketer Research project U.S. CTV ad spending alone at $33.35B in 2025, growing to $46.89B by 2028, when it's expected to surpass traditional TV ad spending for the first time.
Across either framing, the direction holds: CTV infrastructure is scaling, and growth teams feel the pressure first.
Asia-Pacific plays a starring role in the next chapter of CTV scale. APAC accounts for roughly 38% of global CTV revenue share in 2024, driven by expanding middle-class demand, urbanization, and improving internet access. CTV and OTT advertising across the region is forecast to grow at a 24.5% CAGR through 2031.
The numbers on the ground reflect that trajectory. Open programmatic CTV ad spend in Southeast Asia surged 43% in Q1 2025 compared to two years prior, and 57% of APAC marketers are now reallocating at least 40% of their budgets toward CTV. Country-level growth tells the same story: the APAC CTV market is projected to grow 14.4% in 2025, with India leading at 32.5% and Australia at 24.8%.
For advertising teams, the story becomes operational the moment programmatic volume spikes. That kind of acceleration rewards teams that arrive with governance, measurement discipline, and supply strategy already in place.
APAC scale brings a few predictable requirements:
One additional signal highlights how quickly CTV has become part of daily habits: a 2025 industry report cited 83% of people in Australia using connected TV platforms regularly. In India, CTV platforms like JioCinema and Hotstar are scaling fast, with regional-language video as the fastest-growing format.
LATAM's CTV opportunity shows up as a combination of strong streaming adoption and expanding programmatic activation. Roku leads device market share in the region with 48% SOV as of Q1 2025, and Mexico has become a country-level reporting market, a sign of how quickly the region is gaining strategic weight.
For global teams, LATAM's moment tends to arrive as a budget shift question: how much investment belongs in CTV now versus later? Which supply paths deliver consistent quality at scale? Which markets support consistent measurement and optimization?
LATAM growth rewards teams that treat programmatic as a performance channel with clear guardrails, not a broad reach exercise.
When spend rises quickly across regions, the difference between growth and inefficiency comes down to operational controls. The IVT picture across both regions underscores that.
Pixalate's Q1 2025 data shows APAC carrying the highest regional IVT rate globally at 36%, while LATAM climbed from 14.5% in Q3 2024 to 24–30% across the first half of 2025, reaching the highest regional rate globally in Q2 2025.
These numbers don't mean "avoid the region." They mean budget readiness includes verification, partner selection, and supply-path design, and that both regions require active monitoring, not just initial diligence.
A practical global plan usually includes:
Supply path transparency
Verification and quality measurement
Frequency management
Privacy and compliance posture
Device capability keeps rising, and adoption follows. Smart TVs accounted for over 65% of global video content consumption in 2025 (SkyQuest), and CTV is growing at 10.9% globally, even faster in digitally mature APAC markets. In Australia, CTV has become a full-funnel channel rivaling traditional television in both reach and effectiveness.
On the advertising side, 65% of marketers now classify CTV as a performance channel, and 52% use it to drive measurable outcomes like web visits and direct revenue. The shift from reach to performance accountability is happening in real time.
Global CTV scaling tends to stress three areas first: org design, measurement, and creative operations.
1. Org design that matches global execution
A structure that scales well separates central strategy and standards (unified measurement definitions, partner vetting criteria, global creative guidelines) from local execution (market-by-market planning, localized creative, regional partner management). Both matter. Neither works without the other.
2. Measurement that supports decisions across screens
CTV touches demand across devices. Teams benefit from measurement frameworks that connect exposure to downstream outcomes, with clear expectations for what each market can technically support. Only 32% of global marketers currently measure TV and digital together, and that gap is where optimization opportunities are getting missed.
For a practical starting point on cross-screen planning, YouAppi's guide to integrating CTV and mobile retargeting lays out core building blocks and common friction points.
3. Creative operations built for localization and iteration
Global CTV creative wins tend to come from systems, not one-off production runs: a modular approach that supports fast localization, clear versioning for language and offer strategy, and feedback loops that connect performance signals back into creative updates.
CTV growth across APAC and LATAM gives teams a real advantage, but only when execution standards arrive alongside budget. Device adoption keeps expanding, programmatic volume keeps building, and regional market differences keep mattering.
Teams that invest in readiness now tend to see smoother launches across new markets, clearer control over quality and supply, and better efficiency as budgets scale.
YouAppi helps brands run CTV as part of a performance system, built for cross-screen outcomes, global execution, and measurable impact.
If 2026 plans include expansion across APAC and LATAM, YouAppi can help shape region-ready CTV and mobile strategy, measurement frameworks that support performance decisions, and scalable creative and optimization workflows.
Read YouAppi's CTV 2026 Growth Guide and build your global expansion plan before the budget conversations start.