Key takeaways:
- Connected TV (CTV) refers to televisions that access video content over the internet through smart TVs or connected streaming devices.
- CTV has transformed how audiences consume content, enabling on-demand viewing, personalized experiences, and advanced advertising.
- For OTT providers, broadcasters, and media companies, CTV has become one of the fastest-growing distribution channels.
- Modern streaming platforms must optimize for CTV by delivering high-quality playback, seamless user experiences, and scalable advertising capabilities.
Streaming has fundamentally changed how audiences watch television. Instead of relying solely on traditional broadcast or cable services, viewers increasingly access content through internet-connected televisions.
This shift has driven the rapid growth of Connected TV (CTV).
Today, CTV is one of the fastest-growing segments of the streaming industry, creating new opportunities for OTT providers, broadcasters, advertisers, and media companies alike. It combines the immersive experience of traditional television with the flexibility, personalization, and data-driven capabilities of digital streaming.
This article explains what CTV is, how it works, how it differs from OTT, and why it has become a cornerstone of modern video streaming.
What is CTV?
Connected TV (CTV) refers to any television that connects to the internet and can stream digital video content. This includes:
- Smart TVs with built-in streaming capabilities
- Streaming devices such as Apple TV, Roku, Amazon Fire TV, and Google TV
- Gaming consoles that support streaming apps
Unlike traditional television, CTV allows viewers to access content directly through streaming applications rather than relying on broadcast, cable, or satellite services.
Whether watching subscription services, free ad-supported channels, or live sports, viewers access content through internet connectivity rather than traditional TV infrastructure.
How does Connected TV work?
A Connected TV combines internet connectivity with streaming applications to deliver video content directly to viewers.
A typical viewing experience works like this:
1. The viewer opens a streaming app.
For example, a broadcaster's app, an OTT service, or a FAST channel.
2. The platform authenticates the user.
If required, the streaming platform verifies subscriptions or user credentials.
3. Content is delivered.
The video is streamed through a Content Delivery Network (CDN), ensuring fast, reliable playback.
4. The video player optimizes playback.
Adaptive bitrate streaming adjusts video quality automatically based on available bandwidth.
5. Analytics and advertising operate in the background.
Streaming platforms collect engagement insights while serving personalized advertising where applicable.
Although the experience feels simple to the viewer, multiple technologies, including CMS, DRM, CDNs, analytics, advertising platforms, and video players, work together to deliver seamless playback.
CTV vs OTT: what's the difference?
The terms CTV and OTT are often used interchangeably, but they describe different aspects of streaming. OTT (Over-the-Top) refers to the delivery of video content over the internet, bypassing traditional broadcast or cable networks. CTV, on the other hand, refers to the device on which that content is viewed.
For example:
- Netflix is an OTT service.
- Watching Netflix on a Smart TV is a CTV experience.
- Watching the same content on a smartphone is OTT, but not CTV.
Understanding this distinction is essential for both platform strategy and advertising.
Why CTV matters for streaming platforms
Connected TV has become one of the most important channels for premium video consumption. For OTT providers and broadcasters, it offers several advantages.
Larger viewing experience
Television remains the preferred screen for premium entertainment, live sports, and family viewing.
CTV combines the familiarity of television with the flexibility of streaming.
Higher viewer engagement
Viewers typically spend longer watching content on Connected TVs than on mobile devices. Longer viewing sessions translate into:
- Higher engagement
- Better retention
- Greater monetization opportunities
Growth in advertising
CTV has become one of the fastest-growing advertising channels. Advertisers benefit from:
- Premium viewing environments
- Better audience targeting
- Measurable campaign performance
- Reduced dependence on traditional television advertising
This has accelerated the growth of AVOD, FAST, and hybrid monetization models.
Advertising on Connected TV
CTV has transformed television advertising. Instead of broadcasting the same commercial to every household, streaming platforms can deliver more relevant advertising using audience data.
Modern CTV advertising includes:
- Dynamic Ad Insertion (DAI)
- Programmatic advertising
- Audience segmentation
- Contextual targeting
- Interactive ad formats
These capabilities improve advertising performance while creating better experiences for viewers. As first-party data becomes increasingly important, Connected TV advertising is becoming more intelligent, measurable, and privacy-aware.
Key features of a successful CTV experience
Delivering great content is only part of the equation. Streaming providers must also optimize the viewing experience. Essential capabilities include:
- High-quality playback: Reliable playback with minimal buffering is essential for large-screen viewing.
- Consistent user experience: Applications should provide intuitive navigation across Smart TVs and connected devices.
- Personalization: AI-powered recommendations help viewers discover relevant content more quickly.
- Cross-device continuity: Users increasingly expect to start watching on one device and continue on another without interruption.
- Integrated advertising: Advertising should be personalized, measurable, and seamlessly integrated into the viewing experience.
CTV within the 24i Video Cloud
At 24i, Connected TV is a core part of the streaming experience. Through 24i Video Cloud, operators can deliver premium CTV experiences across Smart TVs, streaming devices, and connected platforms from a single, unified ecosystem.
This enables streaming providers to:
- Launch and manage CTV applications across multiple device ecosystems
- Deliver consistent user experiences across web, mobile, and TV
- Integrate advertising, personalization, analytics, and content management into a single platform
- Support hybrid monetization strategies, including SVOD, AVOD, and FAST
- Continuously optimize viewer engagement using first-party data and real-time insights
Rather than treating Connected TV as a separate channel, 24i enables operators to manage every screen through one scalable platform.
The future of Connected TV
Connected TV continues to reshape the media landscape. Several trends are driving its growth:
- Hybrid monetization: More streaming providers are combining subscriptions with advertising-supported viewing options.
- AI-powered personalization: Recommendations, search, and content discovery are becoming increasingly intelligent.
- Advanced advertising: CTV enables more targeted, measurable, and interactive advertising than traditional television.
- Unified streaming ecosystems: Operators are moving toward integrated platforms that connect applications, analytics, advertising, personalization, and content workflows.
As audiences continue shifting toward streaming, CTV will remain one of the most important channels for content distribution and monetization.
Conclusion
Connected TV has fundamentally changed how audiences consume video content. By combining the immersive experience of television with the flexibility of internet streaming, CTV enables media companies to deliver personalized, engaging, and measurable viewing experiences.
For OTT providers, broadcasters, and Pay TV operators, investing in Connected TV is no longer optional; it is essential to reaching modern audiences and supporting sustainable business growth.
With 24i Video Cloud, operators can build and manage exceptional CTV experiences through a unified platform that connects applications, content, advertising, analytics, and personalization across every screen.
FAQs
What does CTV stand for?
CTV stands for Connected TV, referring to televisions that connect to the internet to stream video content.
What's the difference between CTV and OTT?
OTT refers to the delivery of content over the internet, while CTV refers specifically to internet-connected television devices used to watch that content.
Is a Smart TV a Connected TV?
Yes. Smart TVs are one of the most common types of Connected TV devices because they include built-in internet connectivity and streaming applications.
Why is CTV important for advertisers?
CTV combines the reach of television with the targeting and measurement capabilities of digital advertising, enabling more personalized and effective campaigns.
How does 24i support Connected TV?
24i Video Cloud enables OTT providers, broadcasters, and media companies to build and manage Connected TV applications while integrating content management, advertising, personalization, analytics, and multi-device delivery into a single platform.
