CTV (connected television) refers to television sets or devices that can connect to the internet and access streaming content from a variety of sources, such as streaming platforms (e.g., Netflix, Hulu, and Amazon Prime Video), cable and satellite providers, and over-the-air broadcasts. CTV devices include smart TVs, streaming media players (such as Roku, Apple TV, and Chromecast), and game consoles (such as Xbox and PlayStation).
CTV allows users to access a wide range of content beyond traditional linear television programming, including movies, TV shows, live events, and news. It also enables the use of interactive features, such as the ability to pause, rewind, and fast-forward, as well as access to social media and other internet-based services.
CTV has become increasingly popular in recent years as more and more people have cut the cord on traditional cable and satellite subscriptions in favor of streaming services. This trend has led to a significant increase in CTV advertising, as advertisers look to reach audiences on these platforms.