Programmatic Advertising
CTV Ad Specs 2026: Hulu, Roku, Amazon Video Sizes
Part of the guide: Connected TV (CTV) Advertising
Export one 16:9, 1920x1080 MP4 using H.264 video and AAC stereo audio at 48 kHz, 15 or 30 seconds long, with constant frame rate (29.97 fps is safe everywhere). That master file meets the published specs of Hulu, Roku and Amazon, and it is the standard fullscreen CTV size in the IAB Tech Lab guidelines.
The details below (file size, bitrate, length) differ by platform, so check the current spec page before every upload.
A file bounced at upload delays the start date and can mean paying for edits twice. The usual causes (frame rate, file size, audio) are all listed on published spec pages. The numbers are short: Hulu caps self-served files at 250 MB, Amazon at 500 MB, Roku at 1 GB. Frame rate, bitrate and audio have fixed ranges. Check them once, export once, and the spot goes through.
250 MB→
Hulu-served file size limit
Disney Advertising specs
500 MB→
Amazon file size limit
Amazon Ads specs
1 GB→
Roku file size limit
Roku Ads Manager specs
6 Mbps→
Roku minimum video bitrate
Roku Ads Manager specs
Estimates for illustration; actual numbers vary.
What Specs Do Hulu, Roku and Amazon Share?
Based on the official spec pages of Hulu (Disney Advertising), Roku Ads Manager and Amazon Ads, checked October 2026:
| Spec | What the three platforms agree on |
|---|---|
| Aspect ratio | 16:9 |
| Resolution | 1920x1080 (Hulu accepts 1280x720 as a fallback; Amazon lists 1920x1080 as the minimum) |
| Container | MP4 (Hulu and Roku also take MOV) |
| Video codec | H.264 (Roku calls it AVC); ProRes 422 HQ is accepted by Hulu and Roku |
| Frame rate | Constant frame rate. Hulu: 23.98, 24, 25, 29.97 or 30. Roku: 23.98, 25 or 29.97. Amazon: 23.976, 24, 25 or 29.97 |
| Audio | AAC (Hulu and Roku also take PCM), stereo, 48 kHz is accepted by all |
The IAB Tech Lab's CTV ad format guidelines also use 1920x1080 as the standard fullscreen size, with 16:9 preferred (secondary: PPC Land report on the December 2025 draft, checked Oct 2026; the IAB Tech Lab document itself was not read).
What Are the Specs for Each Platform?
Hulu (Disney Advertising)
Per Disney Advertising's video commercial specs (checked Oct 2026):
- Files: MOV, MP4 or M4V; ProRes 422 HQ or H.264.
- Resolution: 1920x1080 preferred, 1280x720 accepted; 16:9 required.
- Bitrate: 10 to 40 Mbps constant bitrate for H.264.
- Audio: two channels, at least 128 kbps, 44.1 or 48 kHz.
- File size: up to 250 MB for ads Hulu serves itself; up to 1.9 GB for partner, VAST and programmatic delivery.
Roku
Per Roku Ads Manager's creative guidelines (checked Oct 2026):
- Files: MOV or MP4, up to 1 GB.
- Length: 6 to 92 seconds, 16:9.
- Video: AVC or ProRes 422 HQ, minimum 6 Mbps, 23.98, 25 or 29.97 fps.
- Audio: PCM preferred, AAC accepted; 2-channel stereo, 48 kHz, minimum 96 kbps.
Amazon (Streaming TV and Prime Video)
Per Amazon Ads' Streaming TV and Prime Video specs (checked Oct 2026):
- Files: MP4, up to 500 MB, 16:9, minimum 1920x1080.
- Video: H.264, MPEG-2 or MPEG-4. Minimum bitrate is 15 Mbps for Prime Video (50 Mbps recommended) and 8 Mbps for Twitch, Fire TV and third-party supply.
- Audio: AAC, at least 192 kbps, 44.1 or 48 kHz, at least two channels.
- Length: Prime Video in the US supports 15, 30, 45 and 60 seconds.
Peacock and other platforms
Peacock follows NBCUniversal's creative guidelines, which change often, so download the current sheet from your sales contact or DSP. The same goes for Tubi, Pluto TV, YouTube TV and DSPs such as The Trade Desk or StackAdapt. Their requirements depend on the inventory you buy, so no numbers are listed here for them: none could be confirmed on an official page.
Will Your CTV Ad File Fit the Size Limit?
File size is bitrate times length. Divide by 8 to turn megabits into megabytes. The formula: size in MB = Mbps x seconds / 8 (video only; audio adds a small amount, so leave some headroom).
Worked example. Assumption: the bitrates are the minimums or recommended values from the spec pages above, and the lengths (15, 30 and 60 seconds) are assumed example lengths. Plug in your own export settings.
| Example export | Calculation | Video size | Fits Hulu-served (250 MB)? | Fits Amazon (500 MB)? |
|---|---|---|---|---|
| 15 s at 10 Mbps (Hulu minimum) | 10 x 15 / 8 | 18.75 MB | Yes | Yes |
| 30 s at 15 Mbps (Prime Video minimum) | 15 x 30 / 8 | 56.25 MB | Yes | Yes |
| 30 s at 40 Mbps (Hulu maximum) | 40 x 30 / 8 | 150 MB | Yes | Yes |
| 30 s at 50 Mbps (Amazon recommended) | 50 x 30 / 8 | 187.5 MB | Yes | Yes |
| 60 s at 50 Mbps | 50 x 60 / 8 | 375 MB | No | Yes |
The takeaway: a :15 or :30 at these bitrates is nowhere near any platform's size cap. The cap only bites on 60-second spots at very high bitrates.
Amazon's 15 Mbps minimum for Prime Video is higher than Hulu's 10 Mbps floor and Roku's 6 Mbps, so an export at 15 to 40 Mbps clears the video minimums of all three, and Hulu's 40 Mbps ceiling too. Only Amazon's recommended 50 Mbps would exceed Hulu's range, so keep a second export if you buy both directly.
Should a CTV Ad Be :15 or :30?
Platforms accept a range of lengths (Roku, for instance, accepts 6 to 92 seconds), but :15 and :30 are the standard units. For a local business with one offer and one location, :15 is usually enough and forces a single clear message. Use :30 only when the offer needs explanation. Costs and rules on skippable formats depend on the platform and buying method, so confirm them before you plan.
How Loud Should a CTV Ad Be?
US broadcasters must keep commercials at the same loudness as the programs around them under the CALM Act, using the ATSC A/85 recommended practice with a target of -24 LKFS, plus or minus 2 dB (TV Technology, checked Oct 2026). That means a window of -26 to -22 LKFS.
Streaming platforms set their own audio rules, but mixing your ad to about -24 LKFS (what many loudness meters call LUFS) is a safe default.
Avoid clipping and keep voiceover clear over music.
Do CTV Ads Need Captions and Safe Margins?
Captions help viewers who watch with the sound off. Some platforms require a caption file, and the Hulu, Roku and Amazon pages above do not specify caption rules, so ask your platform or DSP what file type they want (SRT is the most common simple format).
Keep logos and text well inside the edges of the frame, because TVs can crop the picture. Ask your platform for its safe-zone guide.
A simple SRT file for a :15 spot looks like this:
1
00:00:00,000 --> 00:00:03,000
[Your business name]
2
00:00:03,000 --> 00:00:08,000
We're [service] in [neighborhood], [city].
3
00:00:08,000 --> 00:00:13,000
[Your offer or differentiator]
4
00:00:13,000 --> 00:00:15,000
[YourWebsite.com]
How Do You Produce a CTV Ad on a Small Budget?
You do not need a production company to make a CTV-ready spot.
- Shoot: A recent smartphone at its highest quality setting is enough. Export at 1920x1080.
- Sound: Do not rely on the phone's built-in mic for voiceover. A small clip-on or shotgun microphone, or a hired voiceover artist (request quotes), records far cleaner audio.
- Edit: A free editor handles a 15-second spot: hero shot, text overlay, logo, call to action.
- Music: Use properly licensed music. Unlicensed tracks can be flagged or rejected.
What Should You Check Before You Upload?
Run this list on the final file. It takes about 5 minutes.
- 16:9, 1920x1080, constant frame rate (29.97 fps)
- MP4, H.264, AAC stereo 48 kHz
- Length is exactly 15 or 30 seconds
- Bitrate at or above the minimum for the platform (Roku 6, Hulu 10, Prime Video 15 Mbps)
- File size under the platform's limit (Hulu-served ads: 250 MB; Amazon: 500 MB; Roku: 1 GB)
- Captions file ready if the platform asks for it
- Text and logos inside the safe area
- Mixed to about -24 LKFS, no clipping
Why Do Platforms Reject CTV Ads?
- Wrong specs. Frame rate, bitrate or file size outside the platform's limits is the easiest problem to avoid. Compare your export against the lists above.
- Audio too loud or distorted, text too close to the edge. Meter your mix, keep a generous margin.
- Unsubstantiated or competitor claims. "Best in town" claims often need proof. Use a verifiable fact, such as your review count, and do not name competitors.
FAQ
Q: What size and format should a CTV ad be?
A: A 16:9, 1920x1080 MP4 with H.264 video and AAC stereo audio at 48 kHz, usually 15 or 30 seconds. Hulu, Roku and Amazon all publish specs that this file meets; confirm file-size and bitrate limits on the platform's page.
Q: Do I need separate creative files for each CTV platform?
A: Often not. If you buy through a DSP, upload your best 1920x1080 file and ask the DSP whether it needs other versions. If you buy directly from Hulu, Roku or Amazon, use that platform's uploader and check its limits, because file size and bitrate rules differ.
Q: My video was rejected for audio quality. What does that mean?
A: Usually the loudness is out of range or the audio is distorted, clipped or noisy. Re-export with a limiter, aim for about -24 LKFS, and re-record any voiceover captured in a noisy room.
Q: Can I include a QR code in my CTV ad?
A: Support varies by platform. The IAB Tech Lab draft guidelines list QR codes among the possible interactive components of CTV formats (per the secondary PPC Land report), but check your platform's rules. If it is allowed, make the code large and keep it on screen long enough to scan, and use a unique tracking link.
Q: Is a :15 or :30 better for local business CTV?
A: For most local businesses with a simple offer, :15. It is quicker to produce and forces one clear message. Choose :30 only if you need to explain a complex service or show a testimonial.
Sources
- Video Commercial specs, Disney Advertising (Hulu)
- Video creative specifications, Roku Ads Manager Help
- Streaming TV and Prime Video ad specs, Amazon Ads
- IAB Tech Lab CTV ad format guidelines (draft, Dec 2025), via PPC Land (secondary source)
- FCC Issues Rules to CALM TV Ads, TV Technology
Related Articles
- How Much Does CTV Advertising Cost? Real CPM Data 2026
- CTV Advertising Platforms Compared 2026: Hulu, Roku, Amazon, Peacock
- CTV + DOOH Omnichannel Strategy for Local Business
- CTV Ads for Coffee Shops: Reach Local Customers on Streaming TV
- Is CTV Advertising Worth It for Small Budgets in 2026?
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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