--- title: "What Is CTV? Connected TV Explained | RentAnOTT" description: "Connected TV (CTV) is any television that streams video over the internet, built in or through a stick, box or console. See the platforms and why they matter." url: "https://www.rentanott.com/glossary/ctv" markdown_url: "https://www.rentanott.com/glossary/ctv.md" category: "Devices" updated: "2026-10-05" --- # What is CTV? CTV (connected TV) is a television that can stream video over the internet, either because it is a smart TV or because a streaming stick, set-top box or games console is attached to it. ## 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. ## CTV on RentAnOTT RentAnOTT TV apps are $149/month for Android TV with Fire TV, and $149/month each for Apple TV, Samsung and LG, with store submission included. [See app pricing](https://www.rentanott.com/pricing). ## Related terms - [Smart TV app](https://www.rentanott.com/glossary/smart-tv-app) — A smart TV app is an application built to run on a television's operating system or on a streaming device attached to it, and installed from that platform's app store. For a streaming service it is the way viewers watch on the big screen. - [Android TV](https://www.rentanott.com/glossary/android-tv) — Android TV is Google's version of Android for televisions, streaming sticks and set-top boxes. It runs on sets from many manufacturers and on operator boxes, and apps for it are distributed through Google Play. - [Fire TV](https://www.rentanott.com/glossary/fire-tv) — Fire TV is Amazon's streaming platform. It runs on Fire TV Stick devices, set-top boxes and Fire TV televisions, and its apps are distributed through the Amazon Appstore. - [Apple TV](https://www.rentanott.com/glossary/apple-tv) — Apple TV is Apple's streaming set-top box, which runs the tvOS operating system. Streaming services reach it by publishing a tvOS app on the App Store. The name is also used for Apple's own TV app and subscription service, which are separate things. - [Samsung Tizen](https://www.rentanott.com/glossary/tizen) — Tizen is the operating system that runs on Samsung smart TVs. A streaming service reaches Samsung television owners by publishing a Tizen app through Samsung's app store for televisions. - [LG webOS](https://www.rentanott.com/glossary/webos) — webOS is the operating system that runs on LG smart TVs, and on televisions from some other brands that license it. A streaming service reaches those viewers by publishing a webOS app in the LG Content Store. - [CTV advertising](https://www.rentanott.com/glossary/ctv-advertising) — CTV advertising is video advertising delivered inside streaming apps on connected televisions: smart TVs, streaming sticks, set-top boxes and consoles. It combines the full-screen impact of television with the targeting and measurement of digital advertising. - [OTT](https://www.rentanott.com/glossary/ott) — OTT (over-the-top) is the delivery of video to viewers over the open internet, direct from the service to the viewer's device, without a cable, satellite or telecom operator controlling the distribution. - [Set-top box](https://www.rentanott.com/glossary/set-top-box) — A set-top box (STB) is a device that connects to a television and supplies it with video from a source the television cannot receive by itself, such as a cable, satellite or IPTV service, or streaming apps over the internet. ## Further reading - [OTT app builder](https://www.rentanott.com/tools/ott-app-builder) - [IP boxes and IPTV explained](https://www.rentanott.com/blogs/ip-box-iptv) - [How to start a streaming service](https://www.rentanott.com/blogs/how-to-start-a-streaming-service) ## Frequently asked questions ### What does CTV stand for? CTV stands for connected TV. ### Is a smart TV the same as a connected TV? A smart TV is one kind of connected TV, with the streaming platform built in. An older television becomes a connected TV when a streaming stick or box is plugged in. ### Which CTV platform should a service launch on first? It depends on your market. Check which devices your existing viewers use, then start with the platforms that cover most of them. All 163 terms: [Streaming and OTT glossary](https://www.rentanott.com/glossary). ## Book a demo Tell RentAnOTT what you are launching. The team walks through the platform and maps the path to go-live around your catalog, markets and revenue model. Book a demo: https://www.rentanott.com/contact ## More from RentAnOTT - [Home](https://www.rentanott.com/index.md) — What RentAnOTT is, what every plan includes, and how launch works - [Features](https://www.rentanott.com/features.md) — Every core feature and optional add-on - [Pricing](https://www.rentanott.com/pricing.md) — Platform tiers, apps, add-ons, usage rates and example bills in INR and USD - [Free tools](https://www.rentanott.com/tools.md) — OTT app builder and calculators for streaming revenue, bandwidth, bitrate and pricing - [Insights](https://www.rentanott.com/blogs.md) — All streaming business articles - [Glossary](https://www.rentanott.com/glossary.md) — Definitions of streaming and OTT terms - [Book a demo](https://www.rentanott.com/contact.md) — Talk to RentAnOTT about your launch Full site in one file: https://www.rentanott.com/llms-full.txt