Devices & Distribution
Connected TV (CTV)
Reviewed by Rishabh Jain · OTT & Streaming
Last updated: 2026-06-30
Connected TV (CTV) refers to internet-connected television sets and devices — smart TVs, Roku, Fire TV, Apple TV, and game consoles — that stream OTT content on the big screen. It's the fastest-growing surface for both viewing and advertising.
Enveu take
CTV is where watch time concentrates — the living-room screen drives the longest sessions and the highest-value ad inventory, so a great TV app is no longer optional.
DevicesBig screenCTV advertising
Build it with EnveuBuild connected-TV apps on Enveu Experience Cloud — native, store-published, live in weeks
What it is
Connected TV is any television experience delivered over the internet rather than broadcast or cable — through a smart TV's built-in OS or an attached device like Roku, Fire TV, Apple TV, Chromecast, or a game console. Viewers browse and stream OTT apps on the largest screen in the home.
- Smart TVs plus streaming sticks and consoles
- Big-screen, lean-back viewing
- Each platform has its own app store and requirements
Why it matters
Viewing has moved back to the living room — but over the internet. CTV delivers the longest sessions, the highest completion rates, and premium, targetable ad inventory. For OTT operators it's often the single most important surface to get right, spanning many device platforms each with its own app requirements.
Key points
- The big-screen surface for OTT — smart TVs, streaming sticks, consoles
- Longest sessions and highest completion of any device
- Premium, targetable CTV ad inventory
- Requires apps across many TV platforms (Roku, Fire TV, tvOS, Tizen, webOS…)
How it works
1
Build per-platform apps
Apps for Roku, Fire TV, tvOS, Android TV, Samsung Tizen, LG webOS, etc.
2
Distribute via TV stores
Each platform reviews and lists the app.
3
Stream to the big screen
Viewers sign in (often via device code) and watch.
4
Monetize
Subscriptions, PPV, and premium CTV ad inventory.
Where you encounter it
Smart TV home screens and app storesRoku, Fire TV, Apple TV, ChromecastGame consolesCTV advertising buys
Key variations
Smart TV apps
Built into Samsung, LG, Vizio, etc.
Streaming devices
Roku, Fire TV, Apple TV, Chromecast.
Consoles
Xbox, PlayStation.
Real-world example
Capturing the living room
A web-and-mobile OTT service was missing big-screen watch time.
Challenge
- No TV apps meant short mobile-only sessions
- Premium CTV ad demand went uncaptured
Action taken
- Launched native apps on Roku, Fire TV, Apple TV, and Samsung/LG
- Enabled device-code sign-in and CTV ad insertion
Outcome
Average session length and ad revenue rose as viewing shifted to the big screen.
Frequently asked questions
What is Connected TV (CTV)?
CTV is any internet-connected television experience — smart TVs and devices like Roku, Fire TV, Apple TV, and consoles — used to stream OTT content on the big screen.
What's the difference between CTV and OTT?
OTT is the delivery of video over the internet on any device; CTV is specifically the television-screen subset of OTT. All CTV is OTT, but OTT also includes mobile and web.
Why is CTV important for advertising?
CTV combines big-screen, lean-back viewing with digital targeting and measurement, producing premium, high-completion ad inventory that advertisers pay a premium for.
Why is CTV advertising valuable?
CTV combines the big-screen, lean-back impact of TV with digital targeting and measurement, so advertisers get addressable, trackable impressions on the living-room screen. That's why CTV ad budgets are shifting rapidly from linear TV.
Which platforms count as connected TV?
Smart TVs (Samsung Tizen, LG webOS, Vizio, Hisense VIDAA), streaming devices (Roku, Fire TV, Apple TV, Chromecast/Google TV) and game consoles. Reaching CTV audiences means shipping native apps across these platforms, ideally from one content backend.
Build it with Enveu
Launch on every TV platform
Enveu ships native CTV apps for Roku, Fire TV, Apple TV, Android TV, Samsung, LG and more — one codebase, every screen.