Why CTV Deserves a Slice of Your Holiday Marketing Pie

As the holiday season approaches, marketers are racing to capture attention in an increasingly crowded and high-stakes window. But reaching today’s audiences requires more than just budget. It demands a deep understanding of how people consume media. And increasingly, that media is streaming.

This year, 57% of marketers say their holiday ad budgets are bigger, and 58% are increasing their CTV budgets specifically — clear signs that brands are doubling down on connected TV as both a branding and performance engine.

In this blog, we’ll break down the key CTV trends shaping this holiday season and why connected TV should be a cornerstone of your Q4 media mix.

CTV Trends Heading into the 2025 Holiday Season

Recent data shows that streaming is the new norm:

• 70% of US adults now select a streaming service as their default viewing choice, compared to just 16% for cable and 5% for broadcast.
• The average household subscribes to 3.3 paid streaming services and uses 2.7 free, ad-supported platforms.
• Households now spend about $50 per month on streaming — a reflection of strong content demand and growing interest in building personalized bundles.

And while traditional TV still holds some ground for live events like sports or news, it no longer dominates daily media consumption. If your holiday media plan leans heavily on linear TV, you’re likely missing the majority of viewers.

Marketers are already shifting accordingly, according to our recent survey. CTV is now the #2 most-used advertising channel for holiday campaigns — just behind mobile apps. That’s a major shift, especially considering social media has dropped from the #1 channel last year to #7 this year.

Why CTV Belongs in Your Holiday Media Mix

CTV is a full-funnel powerhouse that lets brands combine the scale and storytelling power of TV with the precision and accountability of digital. Here's why that matters this holiday season:

High Holiday Viewership

The holidays are prime time for screen time. Families are home, routines are looser, and people are spending more time in front of their TVs. CTV puts your brand in front of these audiences when attention is high — with big-screen, sound-on, immersive experiences that are perfect for holiday storytelling.

And while many US households keep their streaming spending modest, a growing segment of viewers is opting for larger, premium bundles. These high-spending streamers are more engaged, more invested, and more likely to respond to relevant ad experiences, making them ideal targets for your holiday messaging. 

Combine that with elevated seasonal consumption, and CTV becomes one of the most powerful places to reach ready-to-buy consumers during one of the busiest shopping periods of the year.

Seamless Integration with Other Holiday Marketing Channels

Data shows that the average person uses three different screens to watch video content, with nearly 65% of US adults watching on smartphones or mobile devices, making mobile the most popular screen. 

Cross-device viewing means your campaigns must be flexible, omnichannel, and adaptable. Viewers are switching screens constantly, and your holiday campaigns need to follow them with cohesive creative and consistent messaging.

CTV fits perfectly into this mix, enabling you to:

• Retarget audiences wherever they go
• Tell cohesive stories across screens
• Adapt messaging for different formats
• Stay top-of-mind at every step of the buyer journey

Scalable, Full-Funnel Growth Throughout Q4 and Beyond

Last but not least, CTV is built to perform. From site visits and app installs to purchases and in-store traffic, connected TV delivers measurable outcomes across the entire funnel. Interactive formats like QR codes and shoppable overlays make it easy for viewers to take action in real time, turning attention into results. 

And compared to traditional TV, the performance difference is clear:

• CTV generates 10x more conversions than linear TV, with just 60% of the spend. 
• In the US, CTV delivers a 1:1 spend-to-conversion ratio, making it one of the most efficient media investments available.

With the reach of TV and the precision of digital, CTV gives you the best of both worlds — especially when powered by a Performance TV platform like tvScientific:

• Smarter targeting: Reach your ideal audience using over 15,000 data segments across demographics, interests, and household behaviors. And with 58% of marketers planning to use predictive AI this holiday season, precision is more important than ever.
• Clear measurement and attribution: Track impressions, conversions, app installs, and sales, with attribution across both digital and in-store touchpoints. When 57% of marketers say they’re under more pressure to prove ROAS, this level of visibility matters.
• Real-time optimization: Pause underperforming creatives and shift budgets on the fly — an approach 59% of marketers plan to take this holiday season to adapt to demand and market conditions.

Make CTV the Centerpiece of Your Holiday Strategy

During the 2025 holiday season, consumers will be streaming more and expecting seamless, relevant brand experiences across every screen. The savviest marketers are already planning on bigger budgets, smarter strategies, and a clear shift toward CTV as a top-performing channel.

From seasonal viewership spikes to full-funnel growth, CTV checks every box for holiday success. If you’re planning your Q4 campaigns and want to see how CTV can help drive real results, get in touch with our team.