Connected TV, or CTV, is the way people watch television now. It’s Hulu. It’s Peacock. It’s ESPN+ on a smart TV. It’s the Roku channel a homeowner has on while they’re researching who to call because their air conditioner is broken. And for home services businesses, it represents one of the biggest untapped advertising opportunities available right now.

These stats make the case better than we ever could. Here are 27 CTV advertising statistics that show exactly why the home services companies paying attention to this channel today are going to have a serious advantage over the ones who aren’t.

CTV Advertising Statistics

Audience Stats

1. 90% of U.S. households now use at least one internet-connected TV device at least once per month, making CTV nearly universal amongst U.S. households. (Source: MNTN) The homes you want to service are streaming. If you’re only running PPC ads on Google and Facebook, you’re invisible on the screen where your customers spend most of their evenings.

2. 117 million U.S. households use a CTV device on a monthly basis in 2025. (Source: Statista) That’s more than 90% of all U.S. TV households. The addressable audience for a CTV campaign isn’t niche. It’s virtually the entire country.

3. CTV user penetration tops 80% among adults ages 25–54, the exact demographic most likely to own a home and hire a contractor. (Source: OnAudience) Homeowners in their prime spending years aren’t watching cable. They’re streaming, and CTV lets you put your brand in front of them with a level of precision that broadcast TV never could offer.

4. 76% of Baby Boomers now use CTV platforms. Your customers aren’t just cord-cutting millennials. They’re every generation. (Source: SEO Design Chicago) Boomers are one of the highest-value segments for home services. They own larger homes, have more disposable income, and tend to hire out rather than DIY their fixes. They’re streaming, and they’re reachable.

5. Streaming now accounts for 44.8% of all TV viewing in the U.S., surpassing broadcast (20.1%) and cable (24.1%) combined. A historic first reached in May 2025. (Source: Nielsen via Adwave) This isn’t a trend anymore. It’s the new reality of television. Any home services company still putting all of their TV budget into traditional cable is advertising where the audience used to be.

6. The average U.S. adult streamed 208 minutes of TV per day in 2025, and that number is expected to grow another 10.6% by 2027. (Source: StackAdapt) That’s nearly 3.5 hours of daily screen time in a lean-back, high-attention environment. For a home services brand running a 30-second spot, that’s a massive window of opportunity to get in front of the right household.
CTV Adoption is Rapidly Growing with Advertisers

7. CTV ad spend hit $33.35 billion in the U.S. in 2025, nearly double what it was in 2021. (Source: OnAudience) When ad dollars move this fast, it means the results are there. Brands across every industry are reallocating budget to CTV because it’s working, and home services is still one of the least saturated categories on the channel.

8. CTV ad spend grew 377% between 2019 and 2025, from under $10 billion to over $33 billion in six years. (Source: StackAdapt) No advertising channel grows nearly 4x in six years without delivering real results. The companies investing early are building brand recognition in markets where their competitors are still debating whether to try it.

Chart displaying the projected CTV ad spend in the U.S. through 2029

9. Linear TV ad spending is projected to decline more than 11% in 2026, even as total TV viewership hits a 12-month high. The audience didn’t leave TV. They left cable. (Source: StackAdapt) This is one of the most important distinctions in advertising right now. People are watching more TV than ever, just not on cable. Cutting your TV budget means cutting your reach. Shifting it to CTV means following your audience.

10. Marketers on average reallocated 36% of their linear TV ad spend to CTV in 2025 (IAB). The industry has already voted. (Source: StackAdapt) The brands with the largest advertising budgets and the most data have already made the shift. For home services companies, that’s a signal worth paying attention to before your local market gets crowded.

11. 68% of advertisers now consider CTV “essential” in their media plans. (Source: SEO Design Chicago) For home services businesses trying to build brand awareness in a specific market, CTV offers TV-level impact with the targeting precision of digital. That combination simply didn’t exist five years ago.

12. 84% of advertisers believe CTV delivers better targeting capabilities than linear TV. (Source: SEO Design Chicago) Traditional TV buys reach a broad market and hope the right people are watching. CTV lets a roofing company in Phoenix target homeowners in specific zip codes, on specific device types, at specific times of day, with real data behind every decision.

13. 65% of marketers now classify CTV as a performance channel, and 52% use it specifically to drive measurable KPIs like web visits and revenue (Advertising Week/MNTN). (Source: eMarketer) CTV is no longer just a brand awareness play. Home services companies can now run streaming ads and directly measure website visits, phone calls, and booked jobs that trace back to a specific campaign.

52% of marketers use CTV to drive measurable KPIs like website visits and revenue

14. 62% of SMBs running CTV campaigns in 2025 had never advertised on television before. CTV has opened the TV screen to businesses that traditional broadcast permanently locked out. (Source: Adwave) For most home services companies, a TV commercial was never a realistic option. CTV changes that entirely, putting a 30-second spot on a 65-inch screen in front of targeted local households without the six-figure budget traditional TV required.

62% of SMBs running CTV campaigns in 2025 had never advertised on TV before

CTV Performance Data Doesn’t Lie

15. CTV ad completion rates exceed 95%, compared to YouTube’s 20-40% and social video’s sub-30%. The ads aren’t just served. They’re watched. (Source: SoCal News Group) When a homeowner needs an HVAC company, they need to remember your name. A 95% completion rate means your full message, your brand, your offer, your phone number, actually lands. On most digital channels, you’re lucky to get three seconds.

16. CTV delivers a 25% lift in brand awareness, a 25% lift in ad recall, and a 20% lift in purchase intent from a single channel (Comscore). (Source: Simulmedia) For home services, where trust and name recognition drive who gets called first, these numbers matter. A 25% improvement in brand recall in your market could be the difference between being the company someone searches for or the one they’ve never heard of.

17. Viewers who see a TV ad before a digital ad have 125% higher unaided brand recall and 18% higher purchase intent versus those who only see digital ads (Effectv/MediaScience). (Source: AMA Baltimore) This is why CTV works so well alongside search and social. A homeowner who sees your streaming ad on Tuesday is far more likely to click your Google ad on Thursday. The two channels reinforce each other in a way that digital-only campaigns simply can’t replicate.

18. Combining streaming TV and social ads produces 2.8x higher brand recall and 24% higher purchase intent versus social ads alone (Universal Ads 2025 Study). (Source: Adwave) If you’re already running Meta or YouTube ads for your home services business, adding CTV to the mix doesn’t just expand your reach. It makes everything else you’re running work harder.

19. Interactive CTV ads earn an average of 71 seconds of additional viewer time compared to standard pre-roll, through formats like product galleries and QR code overlays. (Source: Innovid) Over a minute of additional engagement per ad view is significant for a home services brand. That’s enough time to show a before-and-after, highlight a financing offer, or drive a viewer directly to a booking page.

20. QR code usage in CTV ads grew more than 3x year-over-year in 2024, signaling that viewers and brands are both embracing shoppable, interactive streaming formats. (Source: Innovid) Homeowners watching an ad for a water heater replacement or an AC tune-up special can now scan a QR code from their couch and land directly on your website. The gap between “I saw that ad” and “I booked an appointment” has never been shorter.

The Opportunity with CTV is Massive

21. U.S. adults spent 17.9% of their total media time watching CTV in 2024, but brands invested only 7.4% of total media spend there. The audience is waiting. Most advertisers haven’t shown up yet. (Source: Street Fight) That gap between attention and ad spend is a window of opportunity, and it won’t stay open forever. Home services companies that move now will reach their target audience in a less competitive, lower-cost environment than what’s coming in two or three years.

22. CTV accounted for just 38% of impressions but drove over 63% of attributable conversions across Innovid’s 2025 dataset, making it one of the most efficient channels by conversion ratio. (Source: Xapads) You don’t need to flood the market with impressions to see results on CTV. The channel punches well above its weight when it comes to driving actual action, which matters a lot for home services companies watching their cost per lead.

23. CTV-exposed households convert 45% higher than households not exposed to CTV advertising. (Source: Xapads) Nearly half again as many conversions from households that saw a streaming ad. For a plumbing or electrical company trying to win more of their local market, that kind of lift on conversion rates is the difference between a good month and a great one.

Households exposed to CTV ads convert at 45% higher than those that are not

24. CTV delivers an average return of nearly $6 for every dollar spent, almost 3x higher than linear TV. (Source: Xapads) Home services has always been a high-ticket, high-margin business. A channel that returns $6 for every $1 spent, with the targeting to reach only the households in your service area, is worth taking seriously.

Homeowners Like CTV Ads

25. 64% of U.S. CTV users prefer ad-supported content if it means paying less for streaming. They’re not avoiding ads. They’re accepting them. (Source: Wurl) The audience on ad-supported streaming has opted into that experience. That’s a fundamentally different mindset than someone trying to skip a pre-roll on YouTube, and it shows up in the engagement and recall numbers throughout this list.

26. More than 1 in 5 U.S. viewers have completed a purchase after seeing a CTV ad. (Source: Statista) TV advertising used to be purely a top-of-funnel investment with no direct path to conversion. CTV has changed that. One in five viewers taking action after seeing an ad is a conversion rate that most digital campaigns would envy.

27. Contextually matched CTV ads earn 4x more viewer attention than non-contextual ads. When the ad fits the content, viewers actually pay attention. (Source: SoCal News Group) For home services, context is everything. A plumbing ad running during a home renovation show, or an HVAC spot during a weather-heavy news segment, reaches a viewer whose mind is already in the right place. That’s not a coincidence. That’s smart targeting.

The Future Is Bright for Contractors & CTV

The data tells a clear story. The audience has already moved to streaming, the ad dollars are following, and the home services companies that act now will do so in a less competitive environment than the one that’s coming.

CTV isn’t a replacement for search or social media marketing. It works best alongside them, warming up your audience before they ever type a query into Google, reinforcing your brand every time a homeowner sits down to watch TV, and making every other channel in your marketing mix work harder in the process.

The barrier to entry is lower than most people think. You don’t need a broadcast-level budget to get a well-produced spot in front of thousands of targeted households in your service area. You need the right partner, a clear message, and a willingness to be an early mover in a channel your competitors are still sleeping on.