Connected TV (CTV) refers to televisions that are connected to the internet, enabling viewers to access streaming video content, apps, and online services directly through their TV screens. The term Connected TV (CTV) encompasses smart TVs with built-in internet connectivity, as well as standard TVs paired with devices such as streaming sticks, set-top boxes, or gaming consoles that provide internet access. CTV technology enables users to watch over-the-top (OTT) content from platforms like Netflix, Hulu, and YouTube, alongside or in place of traditional cable and broadcast channels. This shift has led to significant changes in media consumption patterns, advertising strategies, and content delivery, allowing for more personalized and interactive viewing experiences. Industry analysts and marketers increasingly view CTV as a major driver of digital video growth, noting its influence on audience targeting, data analytics, and cross-device attribution within the advertising ecosystem. With adoption rates continuing to rise, CTV represents a key trend in the evolution of home entertainment and digital media distribution.
