CTV – Connected TV

Connected TV

What is CTV?

Connected TV (CTV) is TV that is connected to the Internet that allows users to stream content from a variety of online platforms, such as Netflix, Hulu, and Amazon Prime Video. Unlike traditional cable or broadcast TV, CTV does not require a cable or satellite TV subscription. Instead, users can access their favorite shows and movies through streaming service apps or through a browser interface like Chrome. 

How is it Different from Broadcast TV or Cable TV?

• Broadcast TV refers to traditional over-the-air television channels that are broadcasted across public airwaves. These channels are theoretically free to watch with simple a TV and an antenna.
• Cable TV, on the other hand, requires a subscription to a cable service provider, and through that service the user has access to a larger number of channels. However, with CTV, users can access a variety of content from streaming services without being tied to a cable or satellite subscription.

What Makes CTV Unique?

• Targeted Ads – One of the unique features of CTV is its ability to do targeted advertisement. With the use of data and analytics, advertisers can deliver personalized advertisements to specific audiences. This is not possible with traditional broadcast TV or cable TV, which typically offer national or regional ads to a broad audience.
• Flexibility – Another advantage of CTV is its flexibility. Users are able to access their favorite shows and movies at any time They are not tied to a specific schedule. Additionally, CTV devices are often portable and can be used on multiple screens, such as your TV, your computer, or your cell phone.
• Content Range – CTV also offers a wider range of content than traditional TV. While broadcast TV and cable TV are limited to a specific number of channels and programs, CTV provides access to thousands of shows, movies, and other content from a wide variety of streaming services. Although there are the major streaming platforms like Netflix and Disney, there are also thousands of small niche streaming platforms.

Conclusion

Connected TV offers viewers more flexibility, personalized advertising, and a wide range of content. Unlike traditional broadcast TV or cable TV, CTV does not require a subscription and can be accessed through a variety of devices. With the continued growth of streaming services, it’s likely that CTV will become increasingly popular in the years to come.

Related Articles

Learn about CTV Related Ad Terms