What counts as a CTV device?

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Last updated: April 8, 2026

Quick Answer: Connected TV (CTV) devices are internet-connected hardware that stream video content to televisions, including smart TVs, streaming sticks/boxes, and gaming consoles. Key examples are Roku devices (used by 70 million active accounts as of 2023), Amazon Fire TV (over 200 million monthly active users globally), and Apple TV (first released in 2007). CTV differs from traditional linear TV by enabling on-demand viewing via apps like Netflix, Hulu, and Disney+.

Key Facts

CTV devices include smart TVs (e.g., Samsung, LG), streaming sticks/boxes (e.g., Roku, Amazon Fire TV, Apple TV), and gaming consoles (e.g., PlayStation, Xbox).
As of 2023, Roku reported 70 million active accounts, and Amazon Fire TV had over 200 million monthly active users worldwide.
The first Apple TV was released by Apple Inc. on March 21, 2007, marking an early milestone in CTV adoption.
CTV advertising spending in the U.S. reached $21.2 billion in 2022, up from $8.1 billion in 2019, reflecting rapid growth.
Smart TVs accounted for approximately 70% of CTV device usage in U.S. households as of 2021, per Nielsen data.

Overview

Connected TV (CTV) refers to any television set or device that connects to the internet to deliver streaming video content, bypassing traditional cable or satellite services. The concept emerged in the late 2000s with the rise of broadband internet and early devices like the first Apple TV (2007) and Roku players (2008). Initially, CTV focused on bridging computers and TVs, but it evolved rapidly with the advent of smart TVs in the 2010s, which integrated streaming apps directly. By 2020, CTV adoption surged globally, driven by platforms like Netflix and the COVID-19 pandemic, which accelerated cord-cutting. Today, CTV encompasses a diverse ecosystem, including smart TVs from brands like Samsung and LG, streaming devices such as Amazon Fire TV and Google Chromecast, and gaming consoles like PlayStation and Xbox, collectively transforming how audiences consume media.

How It Works

CTV devices operate by connecting to the internet via Wi-Fi or Ethernet, allowing users to access streaming services through pre-installed or downloadable apps. The process begins when a user powers on the device and selects an app like Netflix or Hulu; the device then communicates with the service's servers to retrieve content, which is decoded and displayed on the TV screen. Key technologies include operating systems (e.g., Roku OS, Android TV) that manage apps and updates, and codecs like H.264 or VP9 for efficient video compression. Many CTV devices also support features like voice control (via remotes or assistants like Alexa), 4K/HDR playback, and personalized recommendations based on viewing history. Advertising on CTV works programmatically, with ads inserted into streaming content in real-time based on user data, enabling targeted campaigns similar to digital platforms.

Why It Matters

CTV matters because it revolutionizes media consumption, offering on-demand, personalized viewing that challenges traditional TV models. It enables cord-cutting, with over 50% of U.S. households using CTV as of 2022, reducing reliance on cable. For advertisers, CTV provides precise targeting and measurement, driving a $21.2 billion U.S. ad market in 2022. It also fosters content diversity, supporting niche streaming services and global reach. However, it raises issues like data privacy and fragmentation, as users navigate multiple subscriptions. Overall, CTV shapes entertainment, advertising, and technology trends, making it a pivotal force in the digital age.