What counts as connected TV
- Smart TVs with a built-in platform, such as Samsung Tizen, LG webOS, Android TV and Google TV
- Streaming sticks and boxes, such as Fire TV, Apple TV and Chromecast
- Games consoles used for streaming
- Operator set-top boxes that run streaming apps
CTV vs OTT
The two are often confused. OTT is the method: video delivered over the internet. CTV is a device: the television it is watched on. OTT video is also watched on phones and computers, so CTV is one part of the OTT audience.
Why CTV matters to a streaming service
- Session length: people watch for much longer on a television than on a phone
- Long-form: films, series and live sport are watched mostly on the big screen
- Retention: subscribers who watch on a television tend to stay longer
- Advertising: television inventory earns higher rates than mobile
What it takes to be on CTV
Each television platform needs its own app, built with that platform's tools and approved by its store. The interface must work with a remote control and be legible from across a room. Because the market is split between several platforms, services usually start with the two or three their audience uses most.
Last reviewed