B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
40%
40% -- adoption rate for Small businesses (CTV advertising) (2025)
Over 40% of small businesses have either used CTV advertising or plan to within the next year.
- Includes both businesses that have used CTV advertising and those planning to use it within the next year
- Stated as over 40 percent
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
adwave.com
Primary
Tier C
https://adwave.com/resources/ctv-advertising-statistics-2025 ↗
Source Article
AI builds your ad from a single prompt
Insights
April 18, 2025
The latest viewership, ad spend, and performance data to guide your strategy
-
$33B
CTV advertising market size in 2025
-
90%
U.S. household CTV penetration
-
16%
Year-over-year CTV ad spend growth
Streaming just crossed a historic miles…
Original Research
adwave.com
· Original study ↗
Methodology
Industry surveys
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Small businesses (CTV advertising): 40% adoption rate. Source: adwave.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/smb-ctv-adoption
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<blockquote cite="https://lighthousedata.io/data/smb-ctv-adoption" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- adoption rate for Small businesses (CTV advertising)<br><small>Source: adwave.com (2025) · <a href="https://lighthousedata.io/data/smb-ctv-adoption" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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