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# CTV ad growth shifts to India, Brazil, Spain as US market matures
- URL: https://fabric-media.ghost.io/ctv-ad-growth-shifts-to-india-brazil-spain-as-us-market-matures/
- Published: 2026-08-22T17:57:06.000Z
- Updated: 2026-08-27T13:31:59.000Z
- Description: US CTV ad spend will lead globally at $36.95B in 2026, but India (31.5%), Brazil (29.7%) and Spain (29%) will grow far faster YoY than the US’s 19.3%, per eMarketer’s forecast.
- Author: Fabric.Media Editorial
- Tags: Streaming

**Why it matters.** Advertisers building global CTV campaigns must now navigate fragmented measurement and platform standards across markets with far less maturity than the US.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.emarketer.com/content/exclusive-forecast-global-ctv-ad-spend-accelerates-emerging-markets-scale-?ref=fabric-media.ghost.io)*.*