Glossary term

CTV (Connected TV)

What is CTV?

CTV (Connected TV) is a television that connects to the internet to stream digital video content, either directly (like a Smart TV) or via external devices (like Roku or Apple TV).

CTV enables viewers to access on-demand and live streaming services without traditional cable or satellite. CTV is a subset of OTT (Over-the-Top): OTT refers to all internet-delivered video content, and CTV is a device category within it.

CTV = Internet-connected television used to stream digital video content

Types of Connected TVs

Primary CTV Devices

Deliver internet-based streaming content directly to the TV screen, either built-in or connected:

1. Smart TVs

• Built-in internet and apps (e.g., Netflix, YouTube, Hulu).
• No need for extra hardware.

2. Streaming Devices and Sticks

• Plug into the HDMI port (e.g., Roku, Fire TV Stick, Apple TV, Chromecast).
• Turn any TV with HDMI into a smart, internet-connected TV.

3. Gaming Consoles

• Consoles like PlayStation, Xbox, and Nintendo Switch support streaming apps.
• Popular among younger audiences who game and stream on the same device.

Not Technically CTV (But Can Stream to TVs)

Streaming via mirroring, casting, or physical connection, but the TV itself is not the streaming platform:

1. Laptops, Tablets, and Smartphones (via HDMI or casting): These act as sources, not CTVs. You’re using the TV as a display, not an active streaming platform.

2. Casting Devices (like Chromecast): The casting device (Chromecast, Fire TV) is CTV.
But the phone/tablet used to send the content is not.

8 CTV Ad Formats

In-Stream or Linear Video (OLV) Ads: Appear before, during, and after the main video content.

Non-linear or Overlay Ads: Appear when users engage with streaming platforms. Can include small static images, all-to-action buttons, and clickable links.

Companion Ads: Can be static images and text, rich media, and creative wrapping around the screen. These ads may appear simultaneously with linear or non-linear ads.

Display Ads: Appear in the interface of users’ streaming platforms and websites, such as the menu section, home screen, or inline placement.

Audio Ads: Served during audio streaming on Spotify or YouTube Music.

Dynamic Ad Insertion (DAI): Inserts personalized ads into streams based on individual user data.

360-degree Video Ads: Showcase products in an immersive way, allowing users to interact with the content.

Augmented Reality (AR) Ads: AR ads incorporate elements of augmented reality into the viewing experience.

CTV vs OTT

OTT is both the content and the platform.

CTV is a device that delivers OTT to a TV screen.

Aspect	OTT (Over-the-Top)	CTV (Connected TV)
Definition	Delivery of video content over the internet, bypassing traditional cable/satellite	A device or platform that connects to a TV and streams OTT content
Scope	A broad category that includes content, platforms, and devices	A subset of OTT, specifically focused on TV-connected devices
Devices	Smartphones, tablets, laptops, desktops, Smart TVs, and streaming devices	Smart TVs, streaming sticks (Roku, Fire TV), and gaming consoles
Content Access	Available across multiple devices and platforms	Accessed on a TV screen through internet-connected devices
User Experience	Often mobile, personal, and on-the-go	Lean-back, communal, living-room-style viewing
Ad Targeting	Based on device, app behavior, and user profiles	Based on household and TV device-level viewing data
Examples	Netflix, YouTube, Disney+, Hulu, Amazon Prime Video	Roku, Apple TV, Samsung Smart TV, VIZIO, Xbox, PlayStation

CTV vs Linear TV

CTV provides a flexible, targeted, digital-first TV experience.

Linear TV offers traditional, scheduled programming with a broad reach.

Aspect	CTV (Connected TV)	Linear TV
Definition	An internet-connected TV that streams content on-demand or live	Traditional broadcast or cable TV with scheduled programming
Delivery Method	Via the internet (streaming platforms and apps)	Over-the-air, cable, or satellite signal
Content Access	On-demand, live, or time-shifted via apps	Fixed schedule; viewers must tune in at a specific time
Devices	Smart TVs, streaming sticks, gaming consoles	Cable boxes, satellite receivers, and antennas
Ad Targeting	Advanced targeting using viewer data and household behavior	Broad targeting based on demographics and regions
Viewer Control	High: Pause, skip, rewind, and watch anytime	Low: viewers watch what’s airing at the moment
Measurement	Digital metrics: impressions, views, completion rate	Traditional ratings (e.g., Nielsen)
User Experience	Personalized, flexible, and interactive	Passive, linear, and often interrupted by longer ad breaks
Examples	Roku, Fire TV, Samsung Smart TV, Xbox, YouTube TV	ABC, NBC, CBS, FOX, cable channels like CNN or ESPN

Examples of Popular CTV Platforms

CTV Platforms (Hardware + OS Ecosystems) that power or run on connected devices:

Roku

Amazon Fire TV

Apple TV

Google TV / Android TV

Samsung Tizen (Smart TVs)

LG webOS

VIZIO SmartCast

Xbox (Microsoft)

PlayStation (Sony)