Glossary | C | Connected TV (CTV)

What is CTV?

Connected TV, shortened to CTV, is an advertising industry term that refers to any television, or external device connected to a television, that can be used to stream video over the internet using apps.  

CTV combines traditional TV broadcasting with internet connectivity, offering people a wide range of streaming services, on-demand content, apps, and interactive features.  

CTV devices typically fall into one of the following three categories:  

  • Smart TVs: A standalone TV with a built-in internet connection, and apps capable of streaming media.  
  • Connected devices: Devices such as a Google Chromecast, Roku or Amazon Fire TV Stick that connect to TVs, and enable people to stream video.  
  • Game consoles: Consoles like the Nintendo Switch, Microsoft Xbox and the Sony PlayStation, which have apps that enable people to stream video to their TVs.  

Nearly 9 out of 10 households in the U.S. have at least one CTV device, according to a 2022 estimate by Leichtman Research Group. CTV devices offer advertisers the ability to target households based on demographics, interests, and viewing habits. Ads on CTV devices can be displayed within streaming apps or integrated into content.