DoubleVerify: UK CTV impression volume up 39% in 2025
New data from DoubleVerify's 2026 Global Insights report, Must-CTV: Streaming's Shift From Promise to Performance, shows CTV impression volume in the UK climbed 39% year over year in 2025. Across EMEA overall, DV recorded 35% year-over-year growth in CTV impression volume, a sign of continued expansion in streaming TV consumption and advertiser investment across the region. The findings draw on DV's proprietary measurement data spanning billions of impressions from DV-protected campaigns globally. "CTV is becoming an increasingly important part of the video advertising mix alongside desktop, mobile app and mobile web," said Collette Spagnolo, VP of marketing, integrated marketing and analytics at DoubleVerify.
Fraud is scaling alongside that growth: DV's report found CTV fraud schemes and variants increased 140% globally in Q1 2026 compared with Q1 2025. Budgets shifting into streaming inventory face a rising set of quality risks, from schemes that mimic legitimate CTV traffic to placements that never reach real viewers. Spagnolo said media quality protections make ad spend work harder by minimising waste and improving campaign performance, protecting budgets from impressions that fail to deliver value. Verification and quality checks on CTV buys will matter more as spend concentrates in a channel where fraud tactics are becoming more sophisticated.