What is CTV? — Definition & Meaning
Connected TV (CTV) refers to any television or device that can connect to the internet and stream digital content, including smart TVs, gaming consoles, and devices like Roku or Amazon Fire Stick. CTV enables users to access on-demand video and streaming services, while also allowing advertisers to deliver targeted ads directly to viewers through these platforms.
Examples of Connected TV (CTV)?
- Smart TVs. Smart TVs are a type of Connected TV (CTV) with built-in internet connectivity and apps, allowing users to stream digital content directly on their television without needing additional devices like streaming sticks or gaming consoles.
- Streaming Sticks & Connected Devices. Streaming sticks are compact devices that plug into a TV’s HDMI port, turning it into a Connected TV (CTV) by enabling internet access and streaming capabilities. Examples include Amazon Fire Stick, Roku, and Chromecast. These devices allow users to stream digital content, such as movies, TV shows, and apps, directly on their television, even if the TV itself isn’t a smart TV. Streaming sticks effectively convert traditional TVs into CTVs, offering an affordable and convenient way to access online streaming services.
- Game Consoles. Game consoles, such as PlayStation, Xbox, and Nintendo Switch, serve as Connected TVs (CTVs) when connected to the internet, allowing users to stream digital content in addition to playing games. These consoles offer access to streaming apps like Netflix, Hulu, and YouTube, enabling users to watch movies, TV shows, and other online content directly on their television. By integrating gaming and streaming, game consoles function as versatile CTV devices, combining entertainment and media consumption in one platform.
CTV users can only access the programming that their platform provides.
What is not considered CTV?
While CTV is the actual device that connects to your TV, or your TV itself, CTV should not be confused with streaming services like Netflix, YouTube TV, Hulu, FuboTV, and Amazon Prime. These streaming services are also known as Over The Top (OTT), as they deliver their service “over the top” of another platform
For an in-depth understanding of CTV, read our Complete Guide to CTV.
Learn more about how GroundTruth connects you to your streaming audiences with GroundTruth’s CTV solutions.