Connected TV: Redefining the Future of Digital Entertainment and Advertising
The evolution of how we consume media has entered a new era with the rise of Connected TV (CTV). As viewers move away from traditional cable and satellite services, Connected TV has emerged as a dominant force in both entertainment and digital advertising—offering consumers flexibility and giving brands new ways to engage audiences.
https://www.marketresearchfuture.com/reports/self-consolidating-concrete-market-1346
What is Connected TV?
Connected TV refers to televisions that can connect to the internet and stream digital content. This includes:
Smart TVs with built-in internet access
TVs connected to the internet via external devices (e.g., Roku, Amazon Fire Stick, Apple TV, Chromecast, or gaming consoles)
CTV allows users to access streaming services like Netflix, Hulu, Disney+, YouTube, and free ad-supported platforms such as Tubi or Pluto TV.
Market Overview
The global Connected TV market is growing rapidly, fueled by cord-cutting trends, content streaming demand, and digital ad innovations.
Market size (2023): Approx. USD 15–20 billion
Expected growth (2030): Projected to surpass USD 40 billion
Viewership: Over 85% of households in developed countries now have at least one Connected TV device
Key Drivers of Growth
Shift to Streaming
Consumers are increasingly replacing traditional TV with on-demand video platforms, driving the popularity of CTV.
Rise of Programmatic Advertising
CTV platforms allow advertisers to deliver targeted, data-driven ads to specific households—similar to digital advertising but on a larger screen.
Improved Content Accessibility
With thousands of free and premium content options available, CTV offers greater content variety and personalization.
Technological Advancements
Faster broadband speeds, better user interfaces, and cross-device syncing have enhanced the CTV experience.
Advertising on Connected TV
CTV has revolutionized video advertising by enabling:
Targeted Ad Delivery: Ads can be tailored based on demographics, interests, and location
Higher Engagement: Viewers are often more engaged with CTV content, leading to better ad performance
Advanced Metrics: Brands can track impressions, completion rates, and viewer behavior in real time
Non-skippable Formats: Many CTV ads are unskippable, ensuring full visibility
Popular CTV Advertising Platforms
Roku Ads
Hulu (Ad-Supported Plans)
YouTube on TV
Amazon Freevee
Samsung Ads
LG Ads
Benefits of Connected TV
On-Demand Access: Watch what you want, when you want
Cross-Platform Integration: Viewers can start watching on a phone and continue on a TV
Higher Quality Content: 4K, HDR, and Dolby audio experiences are commonly supported
Interactive Features: Some platforms now support clickable or voice-activated ads
Cost Efficiency: Many CTV apps offer free streaming supported by ads
Challenges
Ad Fraud & Measurement: Verifying views and combating bot traffic can be complex
Fragmentation: Multiple platforms and formats can complicate ad delivery and campaign management
Subscription Fatigue: With numerous paid services, consumers may become overwhelmed by costs
Future Trends
Shoppable TV: Integration of e-commerce features within CTV ads
AI-Powered Content Recommendations: Smarter algorithms will curate content based on behavior
Voice & Gesture Control: More intuitive interaction with smart TVs
Growth of FAST Channels: Free Ad-Supported Streaming TV channels will gain wider appeal
CTV in Emerging Markets: Expansion driven by cheaper smart TVs and internet access
Connected TV is no longer just a trend—it’s the future of home entertainment and digital advertising. As consumer behavior shifts and technology advances, CTV continues to blur the line between television and the internet, creating immersive, personalized, and measurable experiences. For viewers, it offers unprecedented choice and control. For brands, it opens a new frontier in targeted storytelling.