Retail media CTV ad spend rises 45% in 2025

Retail media CTV advertising spend increased by approximately 45% in 2025, with Walmart holding over 20% of the U.S. TV market through its VIZIO partnership.

The numbers

45% Retail media CTV ad spending grew about 45% in 2025
20% Walmart controlling over 20% of the US TV market through Vizio
15% Retail media will grow about 15% to $198B in 2026
$198B Retail media will grow about 15% to $198B in 2026
75.2% Amazon dominates with 75.2% market share

Sources

exverus.com

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