What is CTV (Connected TV)

Connected TV (sometimes referred to as Convergent TV) refers to televisions or TV devices that are connected to the internet, allowing users to access online content and streaming services directly on their TV screens. Connected TVs can be Smart TVs with built-in internet connectivity or traditional TVs paired with external devices like streaming boxes and sticks (Apple TV, Amazon Fire TV, Roku, etc), or gaming consoles (Playstation, XBox) that provide internet access and streaming capabilities. 

Connected TVs give people access to platforms like Netflix, Hulu, Amazon Prime Video, YouTube, and other streaming services, expanding the viewing options beyond traditional linear TV and cable channels.