Social Video Ad Spend Set to Outpace CTV as Brands Shift Budgets
Advertisers are following attention—and attention is moving to social video.
According to the Interactive Advertising Bureau, ad spending on social video is projected to grow faster than connected TV (CTV) in 2026.
What’s happening
• Social video ad spend growth: 13%
• CTV ad spend growth: 11%
• Total U.S. digital video spend: $80 billion
This marks the first time social video is outpacing CTV growth.
Where the money is going
Platforms driving this shift:
• YouTube
• Instagram
• TikTok
• Facebook
Brands are reallocating budgets toward these channels as users spend more time in feeds.
What marketers are seeing
Media buyers report:
• Over 50% of ad budgets going to social video
• Brands shifting spend away from traditional and linear channels
• Increased focus on performance-driven content
Why it matters
Social platforms combine:
• Distribution
• Targeting
• Content consumption
in one place.
That makes them more efficient for both awareness and conversion.
Bottom line ,The feed is winning.
Brands are shifting budgets to where attention lives and that is social video.
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