What is CTV?
Connected TV (CTV) is changing the way we watch content at home. Instead of relying on cable boxes or satellite signals, viewers now stream their favorite films, shows, and live events directly through smart TVs, plug-in devices, and gaming consoles. It looks and feels like traditional TV, but in reality, everything runs over the internet. This change has created new opportunities for publishers and advertisers. CTV offers the best of both worlds: the scale and attention of the silver screen, combined with the targeting, engagement and measurement of digital advertising. As such, brands are calling for clearer measurement, better interoperability across platforms and more responsible data practices as CTV continues to grow.
In this article, we explore what CTV actually is, how it works and why it has become central to the future of streaming and advertising.
What is CTV?
Connected TV refers to any television that can stream content over the internet rather than through traditional broadcast or cable services. This includes smart TVs with built-in apps, as well as devices like Roku, Amazon Fire TV, Apple TV, Chromecast and even gaming consoles. If it connects to the internet and plays streaming video on a TV screen, it falls under the CTV umbrella. People often use the terms CTV and OTT interchangeably, but they're not quite the same. OTT, or over-the-top, refers to the content itself, the apps and services delivering video over the internet, like Netflix, YouTube, Amazon Prime Video, or live sports platforms. CTV is the hardware layer. OTT is what you watch, and CTV is where you watch it.
Behind the scenes, CTV relies on internet delivery rather than on broadcast infrastructure. Each video file is streamed in small segments through content delivery networks, routers, and last-mile connections before reaching the viewer's device. This feature set allows for capabilities such as on-demand playback, personalized recommendations, and dynamic ad insertion. It is also important to note that quality, bandwidth, and network conditions play a significant role in the viewer's experience. This, in turn, affects the channel's effectiveness and profitability for publishers.
Why does CTV matter for content publishers and advertisers?
CTV has quickly become a priority for the media industry. Audiences continue to switch their viewing habits toward streamed content, enjoying the flexibility of on-demand libraries combined with the comfort of watching on the big screen… and advertisers are following them. CTV offers the scale of traditional television while adding digital capabilities such as precise audience targeting, real-time optimization and measurable outcomes. As the ecosystem matures, industry conversations are increasingly focused on clearer measurement, better interoperability, and more responsible data practices.
For publishers, the value of CTV goes beyond reach. With ad-supported streaming on the rise, there are new ways to make money from content that align with consumer preferences. When viewers are presented with seamless, high-quality streams, they stay engaged longer, ad completion rates go up and the overall experience feels more premium. But to deliver this reliably, you need to have strong technical foundations, because even small interruptions can affect viewer satisfaction and revenue. In this environment, platforms that can maintain reliable, high-quality playback stand to gain the most.
Delivery, quality and monetization
Behind every successful CTV experience is a delivery chain that can handle high demand, variable network conditions and an increasingly ad-supported business model. Viewers expect fast startup times, stable bitrates and uninterrupted playback, regardless of where they are or what device they use. When any part of the delivery path falters, the impact is immediate: buffering, pixelation and delays that harm QoE. These issues not only frustrate audiences but also reduce ad completion rates and undermine campaign performance, thereby directly affecting revenue.
As such, strong delivery infrastructure is essential. Non-negotiables such as optimized routing, intelligent traffic management and real-time visibility into network behavior allow platforms to maintain high-quality viewing, even during major live events or peak traffic periods. System73’s Data Logistics Platform is designed to help publishers deliver consistent, high-bitrate streams by automatically avoiding congestion and ensuring the most efficient delivery path to each viewer. The end result? Happier viewers, less churn, and more reliable monetization amid the growing expectations of the CTV marketplace.
For more insights into the world of streaming and live video delivery by System73, or to find out more about our Data Logistics Platform, visit www.system73.com.
