From 2023 to 2025, Connected TV overtook linear television globally, becoming the new prime time for brands seeking premium reach, audience quality, and measurable performance. Powered by better data, attention-driven environments, and cross-channel attribution, CTV now stands as the most strategic channel for modern advertisers.

Between 2023 and 2024, CTV adoption accelerated across LATAM as households shifted from cable to streaming. With the rise of FAST channels, ad-supported models, and improved measurement tools, 2025 is shaping up to be a transformative year for brands investing in premium video advertising across the region.

In 2022, FAST and AVOD emerged as key free streaming formats delivering premium reach at scale. FAST offered linear-like mass exposure, while AVOD provided precise audience targeting. Understanding how to combine both became essential for brands seeking real impact, optimized budgets, and quality-driven video performance.

In 2021, Connected TV was still emerging, and advertisers struggled to understand which KPIs truly defined success. Early measurement frameworks—completion rates, reach, frequency, and brand lift—became the foundation for modern CTV analytics. This guide breaks down the metrics that mattered most during the early stages of CTV and how they shaped today’s standards.