What is CTV? And how does it compare to OTT?

If you have heard about CTV but you’re not sure what it stands for or how it compares to OTT, read on to find out all you need to know.

What CTV means

CTV simply stands for ‘Connected TV’ – a television set capable of streaming video via the internet. And there are a few ways in which viewers can do this:

  1. Apps downloaded directly onto the TV platform

TVs capable of supporting apps have a built-in media platform and an internet connection. They are commonly referred to as Smart TVs and include LG and Samsung TV models.

  1. Connected devices

Connected devices plug into the TV set and connect to the internet, enabling users to download apps and stream video. Connected devices explicitly built for streaming include Apple TV, Amazon Fire Stick, Roku and Chromecast. In addition, games Consoles such as Xbox and Playstation can also act as connected devices because of their ability to connect to the internet and app stores.

CTV vs OTT 

CTV and OTT essentially enable viewers to watch content online without a traditional cable or satellite subscription. There’s no big rivalry here. The term OTT is used to explain the delivery mechanism of online streaming video content, which can be experienced on multiple devices, including Connected TVs.

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Magine Pro has been developing applications for Samsung & LG Smart TV Devices for the last 6 years, allowing our OTT services to reach audiences globally through one application. To learn more about our video streaming services that are accessible via the web, mobile devices and Connected TVs get in touch. You can also head over to our experience page to learn more about our partners.

Sign up to our newsletter to get updates on our latest blog posts, including next week’s, where you can find out more about the benefits of CTV and how Connected TVs drive engagement & lifetime value for OTT.

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