CTV

The Modern Television Experience 📺

Connected TV (CTV) represents the fundamental evolution of the television from a passive receiver for linear broadcast and cable channels into an interactive, on-demand entertainment hub. A CTV is simply any television that is connected to the internet, allowing viewers to access a wide world of content beyond the confines of a traditional TV guide.

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The CTV Ecosystem

The CTV landscape is made up of several types of devices that all enable streaming on the main television screen in a living room:

• Smart TVs: The most common form of CTV. These are television sets with built-in Wi-Fi and an operating system (e.g., Samsung Tizen, LG webOS, Google TV) that allows users to download and run streaming apps directly.
• Streaming Media Devices: External hardware that plugs into any TV (even an older, ‘dumb’ one) via an HDMI port. This category includes popular devices like the Roku family, Apple TV, Amazon Fire TV Stick, and Google Chromecast.
• Connected Game Consoles: Modern consoles like the Sony PlayStation 5 and Microsoft Xbox Series X are powerful CTV devices with access to a full suite of streaming applications.

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CTV vs. OTT: A Key Distinction

These two terms are often confused, but they refer to different things:

• CTV (Connected TV) is the hardware: the physical television device the viewer is watching on.
• OTT (Over-the-Top) is the service: the content itself, which is delivered ‘over the top’ of traditional cable infrastructure. Netflix, Hulu, Disney+, and YouTube TV are all OTT services.

In short, you watch an OTT service on a CTV device. The rapid adoption of CTV has completely reshaped the media industry, fueling the rise of streaming services and creating a massive new advertising market to reach ‘cord-cutting’ audiences.