Tiger Brokers

Advertising Money Will Start Flowing Into Connected TV -- Market Talk

Dow Jones
Yesterday

1350 ET - Streaming and connected TV will fuel a strong 2026 for advertising spending, say Morgan Stanley analysts, who expect 10% to 11% growth for U.S. advertising next year. Advertising monetization follows engagement trends and with streaming now 45% of total TV viewing time, advertising spending will likely migrate into connected television. "As more sports content and political advertising come into CTV next year, we expect a strong acceleration in US CTV advertising revenue growth," the analysts say. That trend will supply strong tailwinds to Roku, whose large user base, deepening streaming partnerships and new monetization opportunities will support accelerating growth in 2026. The analysts upgrade Roku to overweight. (nicholas.miller@wsj.com)

(END) Dow Jones Newswires

December 16, 2025 13:50 ET (18:50 GMT)

Copyright (c) 2025 Dow Jones & Company, Inc.

At the request of the copyright holder, you need to log in to view this content

Disclaimer: Investing carries risk. This is not financial advice. The above content should not be regarded as an offer, recommendation, or solicitation on acquiring or disposing of any financial products, any associated discussions, comments, or posts by author or other users should not be considered as such either. It is solely for general information purpose only, which does not consider your own investment objectives, financial situations or needs. TTM assumes no responsibility or warranty for the accuracy and completeness of the information, investors should do their own research and may seek professional advice before investing.

Most Discussed

  1. 1
     
     
     
     
  2. 2
     
     
     
     
  3. 3
     
     
     
     
  4. 4
     
     
     
     
  5. 5
     
     
     
     
  6. 6
     
     
     
     
  7. 7
     
     
     
     
  8. 8
     
     
     
     
  9. 9
     
     
     
     
  10. 10