Connected TV (CTV)

A TV set that is connected to the Internet either natively (such as a Smart TV) or via an external device (for example, a streaming stick or digital media player). 

Connected TV includes all devices that fit into the following descriptions:

  • Connected or streaming devices: Devices that connect to a TV screen to display video streams (Roku, Apple TV, and so forth)
  • Smart TV: TVs with integrated Internet connections (Samsung Smart TV, and so forth)
  • Gaming consoles: Internet-connected gaming consoles (Xbox, PlayStation, Wii, and so forth)
  • Set top boxes: Devices delivering traditional cable and video on demand content.

Connected TV devices can show different types of content, including:

  • Over-the-top: TV-like video content delivered by a video provider over the internet.
  • Linear / live TV: Traditional television watched as scheduled and delivered through traditional broadcast networks.
  • Video on demand: Television programs that stream on demand at the request of the viewer. This is also referred to as "non-linear" or "time-shifted" viewing.
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