Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
Connected TV (CTV) refers to television devices that are connected to the internet and can stream video content through apps, platforms, or built-in operating systems.
Connected TV (CTV) refers to any television or television-connected device that can access the internet and stream digital video content through applications rather than traditional broadcast or cable signals.
CTV devices include Smart TVs with built-in operating systems, streaming devices such as Roku, Fire TV, and Apple TV, as well as game consoles and set-top boxes connected to a television.
OTT platforms deliver long-form and live video experiences on CTV devices using dedicated TV apps. These experiences are optimized for large screens, remote-based navigation, and lean-back viewing behavior.
CTV plays a major role in digital video advertising, enabling targeted, measurable ad experiences through ad-supported streaming models such as AVOD and FAST.
CTV combines the reach of traditional television with the targeting, analytics, and flexibility of digital streaming, making it a critical platform for content distribution, monetization, and audience engagement.