connectedTV

Connected TV, often abbreviated as CTV, refers to televisions that can connect to the internet and access a variety of online content and services. This connectivity allows users to stream video on demand, browse the web, play games, and utilize various applications directly on their television screens. Smart TVs are the most common type of CTV, featuring built-in internet capabilities and operating systems. Other devices, such as streaming sticks, set-top boxes, and gaming consoles, can also transform a traditional TV into a connected TV by providing internet access and app functionality. The rise of CTV has significantly impacted the way people consume media, shifting viewers from traditional linear television broadcasts to on-demand streaming services like Netflix, Hulu, and Disney+. This evolution has also created new avenues for advertising, with advertisers able to target specific demographics and measure campaign effectiveness more precisely on these platforms. The functionality of CTVs continues to expand with advancements in technology, offering increasingly integrated and personalized viewing experiences.