What is a good CTR for CTV ads?

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Last updated: April 8, 2026

Quick Answer: A good CTR for CTV ads typically ranges from 0.5% to 2%, with industry averages around 0.8-1.2%. This is significantly higher than traditional digital display ads (which average 0.05-0.1%) but lower than mobile video ads. The exact benchmark varies by campaign type, with direct-response campaigns often achieving 1.5-2% while brand awareness campaigns may see 0.5-0.8%. These metrics have been consistent across industry reports from 2021-2023.

Key Facts

CTV ad CTR averages 0.8-1.2% across most industries
Direct-response CTV campaigns achieve 1.5-2% CTR
CTV CTR is 8-10x higher than traditional display ads
Mobile video ads typically have 1.5-3% CTR
CTV ad spending reached $21.2 billion in 2022

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, including smart TVs, streaming sticks (like Roku and Amazon Fire TV), gaming consoles, and set-top boxes. The CTV advertising market has grown rapidly since 2018, with spending increasing from $4.3 billion in 2019 to $21.2 billion in 2022 according to eMarketer. This growth has been driven by the shift from traditional linear TV to streaming services, with over 80% of U.S. households now using at least one CTV device. Unlike traditional TV ads, CTV ads are targeted using digital data and can be measured with digital metrics like CTR, view-through rates, and completion rates. Major platforms include Hulu, YouTube TV, Roku Channel, and Amazon Fire TV, each offering different ad formats and targeting capabilities.

How It Works

CTV advertising operates through programmatic platforms that use real-time bidding to place ads on streaming content. When a viewer watches a streaming service with ad support, the platform sends an ad request to an ad exchange, which auctions the impression to advertisers. Targeting is based on first-party data (from the streaming service), third-party data (from data providers), and contextual signals (content being viewed). Ads are typically 15-30 seconds long and cannot be skipped, ensuring full exposure. Measurement uses digital attribution models, tracking clicks from the TV screen (via remote control interactions) to connected devices or using QR codes and companion apps. The CTR is calculated by dividing the number of clicks (usually via remote or companion device) by the number of ad impressions served.

Why It Matters

CTV advertising matters because it combines the reach and impact of television with the targeting and measurability of digital advertising. For advertisers, it offers precise audience targeting (demographic, behavioral, geographic) that traditional TV cannot match, reducing wasted ad spend. The higher CTR compared to traditional digital ads indicates stronger viewer engagement, as CTV ads are viewed in a lean-back environment with full attention. For consumers, it enables more relevant advertising while funding free or reduced-cost streaming content. The growth of CTV advertising is reshaping the media landscape, with projections showing it will account for over 20% of total TV ad spending by 2025.