What is Connected TV?

CTV devices connect to the internet via Wi-Fi or Ethernet and stream video directly from cloud servers. Unlike traditional set-top boxes, they do not rely on cable or satellite signals. The device runs an operating system that supports specific app formats. For example, an Android TV box uses the Android OS, while a Roku stick uses Roku OS.

Developers build apps for each platform using native code or cross-platform frameworks. These apps communicate with your backend via APIs to fetch content, user data, and playback credentials. The player on the device handles decoding, buffering, and DRM verification.

• Smart TVs: Built-in internet and app stores.
• Streaming Sticks/Boxes: External devices that plug into HDMI ports.
• Game Consoles: Support streaming apps alongside gaming.

The key mechanism is the app store. Users discover and install your channel or app through the device’s native store. Once installed, the app handles authentication, content browsing, and playback. This direct connection means you control the user experience from the moment they open the app until they finish watching.

CTV is where viewers settle in for long-form content. The large screen and remote control interface encourage passive viewing, which suits series, movies, and live events. Advertisers value CTV because it offers addressable delivery and measurability similar to digital, but with the reach of linear TV.

For operators, CTV expands your audience beyond mobile and web. Many households have multiple screens, and the TV is often the primary one for shared viewing. Ignoring CTV means missing a significant portion of potential subscribers.

CTV also supports premium pricing. Viewers are often more willing to pay for a dedicated app on their TV than for a mobile app. This makes CTV a strong channel for SVOD and TVOD models. Also, CTV platforms have built-in discovery features, such as home screen recommendations, which can drive organic growth.

The decision to invest in CTV depends on your content type. If you offer long-form entertainment, CTV is essential. If you focus on short-form or educational content, web and mobile may suffice, but CTV still offers a high-quality viewing experience for those who prefer large screens.

CTV is the broader category of internet-enabled large-screen devices. A Smart TV App is a specific type of CTV app built for a TV with built-in internet and an app store. Not all CTV devices are smart TVs. Streaming sticks, boxes, and consoles are also CTV devices but require external hardware.

The distinction matters for development and distribution. A Smart TV App runs directly on the TV’s operating system. A CTV app for a streaming stick runs on the stick’s OS. Each has different technical requirements and app store rules.

Understanding this difference helps you plan your development roadmap. You may need separate builds for different CTV platforms, even if they all fall under the CTV umbrella.

• Treating CTV as one platform: Each CTV device has its own OS and app store. Building for one does not mean you are ready for all.
• Ignoring app store guidelines: Rejection from a CTV app store can delay launch. Read the rules for each platform carefully.
• Poor remote control navigation: CTV users handle with a remote, not a mouse or touch. Design for focus states and simple menus.
• Overlooking DRM requirements: Some CTV platforms require specific DRM implementations. Verify compatibility before launch.
• Neglecting performance: CTV devices vary in hardware. Test on low-end and high-end models to make sure smooth playback.