What is CTV (Connected TV)?

Connected TV (CTV) refers to any television set or device that is connected to the internet, enabling access to online content, streaming services, and interactive features. CTVs typically include smart TVs, streaming devices (such as Roku, Apple TV, or Amazon Fire TV), gaming consoles, and set-top boxes. These devices allow users to stream digital media content directly on their televisions, providing a more interactive and personalized viewing experience.

CTVs offer a wide range of features and capabilities beyond traditional broadcast television. They provide access to popular streaming platforms like Netflix, Hulu, and YouTube, as well as on-demand content libraries, live TV channels, and even interactive applications and games. With internet connectivity, CTVs can also deliver targeted advertisements and gather viewer data, allowing for more precise ad targeting and measurement.

The rise of CTV has transformed the television landscape, providing consumers with greater control over their viewing choices and creating new opportunities for content creators, advertisers, and marketers to engage with audiences.

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