Connected TV (CTV) | Definition
Connected TV (CTV) represents the convergence of traditional television and internet technology, encompassing smart TVs with built-in internet connectivity as well as external devices that enable streaming capabilities. This technological advancement has fundamentally transformed how viewers consume content and how the television ecosystem operates.
The rise of CTV marks a pivotal shift in media consumption technology. As viewers increasingly expect on-demand access to content, CTV has emerged as the primary bridge between traditional television viewing experiences and modern digital capabilities. What began with basic streaming devices has evolved into a sophisticated ecosystem of smart TVs, streaming devices, gaming consoles, and integrated platforms.
CTV adoption has reached unprecedented levels, with an impressive 88% of US households having at least one CTV device. Smart TVs lead this growth, followed by streaming devices and gaming consoles. The technology’s penetration continues to expand, with CTV viewership surpassing traditional linear TV in 2023, marking a historic shift in television technology adoption.
CTV Technology and Ecosystem
Connected TV encompasses multiple device categories. At the core are Smart TVs, television sets with built-in internet connectivity and operating systems, manufactured by companies including Samsung, LG, and Vizio. The ecosystem extends to streaming devices such as Roku, Amazon Fire TV, Apple TV, and Chromecast, which add streaming capabilities to any TV with an HDMI port. Gaming consoles like PlayStation and Xbox combine gaming capabilities with robust streaming features, while modern Blu-ray players often include smart TV features and streaming capabilities.
CTV operates through a sophisticated technology stack starting with the physical devices enabling connectivity. These are run via proprietary operating systems like Roku OS, Fire TV OS, or tvOS, which in turn host app platforms providing frameworks for streaming applications. Content delivery networks ensure smooth streaming experiences, while thoughtfully designed user interfaces serve as the gateway to content discovery and consumption.
Today’s CTV systems boast advanced features and capabilities. Direct or device-enabled internet connectivity forms the backbone, supporting sophisticated app ecosystems and content discovery mechanisms. Voice control integration and smart home compatibility have become standard features, while cross-platform synchronization enables seamless viewing experiences across devices. Technical capabilities have evolved to support 4K/HDR streaming and advanced audio formats like Dolby Atmos. Dedicated processing chips ensure smooth streaming and interface navigation, while local storage supports apps and cached content.
The CTV landscape brings together a diverse array of players working in concert. Device manufacturers produce the hardware powering the experience, while operating system providers create the platforms that make it all work. Content providers deliver the streaming services and apps that viewers consume, supported by technology providers offering solutions for content delivery and user experience. Internet service providers undergird all of the above, enabling the robust connectivity that powers the ecosystem.
Understanding CTV vs. OTT
While often used interchangeably, connected TV (CTV) and over-the-top (OTT) represent distinct aspects of the modern television ecosystem. CTV refers specifically to the devices and technology that enable internet connectivity for television viewing, whether through smart TVs or connected devices. OTT, on the other hand, describes the method of content delivery, specifically the streaming of video content “over the top” of traditional distribution methods directly via the internet. Think of CTV as the technological foundation—the hardware and systems that make streaming possible—while OTT represents the content delivery mechanism and streaming services themselves.
This distinction becomes particularly important when analyzing viewing behaviors and planning media strategies. A viewer might watch OTT content on various devices including mobile phones and tablets, but CTV specifically refers to the content being watched on a television set through internet-connected devices. For a deeper understanding of OTT technology, content delivery methods, and advertising opportunities, see our Over-the-Top (OTT) glossary entry.
Challenges and Future Trends
While CTV technology has matured significantly, several challenges persist. The fragmentation of operating systems and platforms creates complexity, while varying technical specifications across devices hinder standardization. Bandwidth requirements and security concerns require ongoing attention, as does maintaining consistency in user experience across different platforms.
Looking ahead, the future of CTV technology promises even greater innovation. Advanced integration with smart home ecosystems will create more seamless experiences, while improved processing power enables new features and capabilities. Enhanced connectivity standards will support higher-quality streaming, and AI will drive better content recommendations and user experiences. The potential integration with extended reality technologies points to exciting new possibilities for content consumption.
Comprehensive CTV Solutions From Kochava
Connected TV represents a fundamental shift in television technology, bridging traditional viewing experiences with digital capabilities. As the technology continues to evolve, CTV devices are becoming increasingly sophisticated, offering enhanced features and capabilities poised to shape the future of content consumption. Understanding CTV technology is crucial for content providers, advertisers, and technology companies operating in the modern media landscape.
To fully harness the potential of CTV and advertising on CTV, marketers need to leverage advanced attribution techniques and comprehensive solutions like those offered by Kochava. Kochava provides out-of-the-box support for app measurement across major CTV devices, including smart TVs; streaming devices such as Roku, Amazon Fire TV, and Apple TV; and gaming consoles like Xbox and PlayStation. These tools give marketers deep insights into user engagement, attribute specific viewer actions back to CTV ads, and optimize ad spend. Kochava’s cross-device attribution capabilities allow for a holistic view of the customer journey, connecting ad exposures on CTV with actions taken on other devices. By adopting a test-and-learn approach and continuously optimizing campaigns based on attribution data, marketers can drive meaningful business outcomes.
Check out our Marketer’s Guide to Over-the-Top (OTT) and Connected TV (CTV).
Want to connect with Kochava about CTV measurement and attribution solutions? Request a meeting here.
