What is Connected TV (CTV) ?
Connected TV (CTV) is any television that reaches the internet to stream video, either through the set itself or a connected device. It has become the default way Americans watch. In May 2025, streaming overtook broadcast and cable combined for the first time, reaching 44.8% of US TV viewing against their 44.2%, according to Nielsen's The Gauge. For advertisers, that shift has moved serious budget from linear to CTV.
Connected TV (CTV) is any television connected to the internet, allowing viewers to stream video content and use online services. Unlike traditional broadcast, cable, or satellite, CTV delivers content over an internet connection and gives viewers more control over what they watch and when. CTV devices reach services such as Netflix, Hulu, Amazon Prime Video, and Disney+, alongside ad-supported and niche platforms. As households drop cable, CTV has become a dominant force in home entertainment. For the broader ad-supported streaming picture, see our guide to OTT marketing strategy.
How does Connected TV operate across different devices?
CTV reaches viewers through several device types, each with a different form and function:
- Smart TVs: internet-enabled TVs with built-in apps for direct access to streaming.
- Game consoles: PlayStation, Xbox, and Nintendo Switch double as CTV devices.
- Streaming media players: standalone boxes like Roku, Apple TV, and Amazon Fire TV that plug into a standard TV.
- Streaming sticks: compact players such as the Amazon Fire Stick or Google Chromecast that connect to a TV's HDMI port.
What is Connected TV's significance for advertisers and CMOs?
CTV has become a major force in television advertising and a core part of most media plans. The IAB projects US CTV ad spend to grow 11.4% in 2025, extending years of double-digit gains, while linear TV spend continues to shrink. The crossover is now visible in the upfronts: eMarketer forecasts that in 2026, US CTV upfront ad spending ($17.73 billion) will exceed primetime linear TV upfront spending ($16.98 billion) for the first time.
The reason is audience. As viewers move from cable and satellite to streaming, they become harder to reach through broadcast. CTV reaches them where they now watch, and it does so with the data-driven targeting that linear cannot match.
What is Connected TV vs. linear TV?
The key difference is that CTV runs over an internet connection, which allows data-driven targeting, while linear TV broadcasts the same content to everyone regardless of preference. That makes CTV more effective for reaching specific audience segments, while linear delivers broader but less targeted reach.
Pros and cons of Connected TV advertising
Pros:
- Measurement is more accurate, with delivery and outcomes tracked at the impression level.
- Ads can be targeted to specific demographics, geographies, or audiences rather than a broad broadcast.
- Campaigns can be measured and adjusted in near real time across metrics such as completed views and engagement, which matters for CMOs under pressure to prove effectiveness.
Cons:
- The wide range of apps and programming makes it harder to confirm ads reach the right audience at the right time.
- The fragmented CTV ecosystem can make it difficult to reach audiences at scale without coordination across platforms.
These challenges are manageable with disciplined targeting and measurement. For guidance on effective CTV targeting and how it can grow your brand, contact Criterion Global.
What can we expect for the future of Connected TV?
Cord-cutting continues, and CTV's share of both viewing and ad budgets is set to keep rising. Brands are shifting money to CTV because it reaches large, engaged audiences that linear no longer captures, and because its flexibility supports campaign effectiveness and ROI. As addressable data matures, advertisers will personalize messaging further and tie CTV more tightly to outcomes. The practical implication for media plans is clear: CTV is no longer a test line item but a primary video channel.
By combining the reach of television with precise audience targeting, CTV lets advertisers reach consumers effectively in a fragmented media landscape. Criterion Global plans and buys CTV as part of the accountable paid media it runs for clients worldwide.
Sources & further reading:
- Nielsen | Streaming Eclipses Combined Broadcast and Cable Viewing for the First Time (The Gauge, May 2025)
- eMarketer | Digital Video Forecast and Trends, Q2 2026
- Criterion Global | Paid Media Agency