Streaming TV is reshaping the global media landscape as marketers increase investment across the world’s largest streaming platforms. New research from DoubleVerify reports that 70% of marketers increased streaming investment in YouTube over the last year, followed by Netflix at 65% and Amazon Prime at 59%, with Samsung streaming environments at 48%. The findings are based on proprietary measurement data spanning billions of impressions from DV-protected campaigns and controlled tests, plus surveys of more than 2,000 marketers and 22,000 consumers across more than 20 global markets. The results indicate continued acceleration of advertiser spending in premium streaming environments to reach fragmented audiences across connected TV platforms with performance, transparency, and engagement.
"70% of marketers said they increased streaming investment in YouTube over the last year 65% increased investment in Netflix 59% increased investment in Amazon Prime 48% increased investment in Samsung streaming environments"
"The findings are part of DV's newly released 2026 Global Insights report, Must-CTV: Streaming's Shift From Promise to Performance, informed by proprietary DV measurement data spanning billions of impressions from DV-protected campaigns and controlled tests where protection controls were not applied, as well as surveys of more than 2,000 marketers and 22,000 consumers across more than 20 global markets."
"The findings underscore the continued acceleration of advertiser investment into premium streaming TV environments as marketers look to reach increasingly fragmented audiences across connected TV ("CTV") platforms."
""Globally, streaming TV has become a core part of the modern media mix," said Collette Spagnolo, VP, marketing, integrated marketing & analytics at DoubleVerify. "Marketers are recognising the value of platforms where consumers are spending more of their viewing time, particularly environments that can deliver both scale and measurable business outcomes.""
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