connected TV (CTV)

Connected TV (CTV) refers to television sets that are internet-enabled, allowing viewers to stream content from online platforms like Netflix, Hulu, or YouTube directly on their TV screens. Unlike traditional TVs that rely on cable or antenna signals, CTVs can access web-based apps and services through a built-in internet connection or external devices like smart TV apps, streaming sticks, or game consoles. This technology provides a seamless viewing experience similar to browsing the internet on a computer, offering greater flexibility, personalized content, and advertising opportunities aligned with viewers’ preferences.