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# Marketers split on where CTV budgets and identity fit
- URL: https://fabric.media/marketers-split-on-where-ctv-budgets-and-identity-fit/
- Published: 2026-09-05T13:43:45.000Z
- Updated: 2026-09-05T13:43:45.000Z
- Description: A Marketing Brew survey of readers found little consensus on CTV: 24% fund it from performance budgets, 17% treat it as its own line item, and just 8% pull from TV/video budgets.
- Author: Fabric.Media Editorial
- Tags: Streaming, Morning Brew Creative Studio, Marketers on where CTV fits in strategy

*Signal from* [*marketingbrew.com*](https://marketingbrew.com/?ref=fabric.media) *·* [*Morning Brew Creative Studio*](https://fabric.media/tag/by-morning-brew-creative-studio/) *·* [*read the original*](https://www.marketingbrew.com/stories/roku/ctv-advertising-strategies-survey-results?ref=fabric.media)*.*