Which CTV platform is best for small businesses?

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Last updated: April 8, 2026

Quick Answer: For small businesses, Roku is often considered the best CTV platform due to its cost-effectiveness and broad reach. Roku has over 80 million active accounts as of 2024, making it the largest CTV platform in the U.S. by market share. It offers self-serve advertising tools with minimum budgets as low as $250, which is accessible for small businesses. Additionally, Roku's targeting capabilities allow businesses to reach specific audiences based on viewing habits and demographics.

Key Facts

Roku has over 80 million active accounts as of 2024
Roku holds approximately 49% of the U.S. CTV market share
Roku's self-serve advertising platform requires minimum budgets starting at $250
CTV advertising spending reached $31 billion globally in 2023
Small businesses can achieve 70-80% completion rates for CTV ads compared to 45% for traditional TV

Overview

Connected TV (CTV) refers to television sets that connect to the internet to stream video content, with platforms like Roku, Amazon Fire TV, and Apple TV dominating the market. The CTV advertising industry has grown rapidly since the mid-2010s, with spending increasing from $2 billion in 2018 to over $31 billion globally in 2023. For small businesses, CTV offers targeted advertising opportunities that were previously only available to large corporations with big TV budgets. The technology emerged as smart TVs became mainstream around 2010, with Roku launching its first streaming player in 2008. Today, CTV reaches approximately 87% of U.S. households, making it a crucial channel for businesses of all sizes to connect with consumers who have shifted from traditional cable to streaming services.

How It Works

CTV platforms operate through internet-connected devices that deliver streaming content, with advertising integrated into this ecosystem. Small businesses typically access CTV advertising through self-serve platforms offered by companies like Roku, which provide user-friendly interfaces for creating and managing campaigns. The process begins with setting a budget (often starting at $250), defining target audiences based on demographics, interests, or viewing behavior, and uploading creative assets. The platform then uses programmatic technology to automatically place ads in available inventory across various streaming apps and channels. Measurement tools track metrics like impressions, completion rates (typically 70-80% for CTV), and conversions, allowing businesses to optimize campaigns in real-time. This method contrasts with traditional TV buying, which requires larger minimum spends and offers less precise targeting.

Why It Matters

CTV matters for small businesses because it provides access to television advertising at affordable prices with superior targeting capabilities. Unlike traditional TV ads that reach broad, untargeted audiences, CTV allows businesses to focus on specific consumer segments, reducing waste and improving ROI. This is particularly valuable for local businesses that can geo-target ads to their service areas. The high completion rates (70-80% versus 45% for traditional TV) mean messages are more likely to be seen in full. As cord-cutting accelerates—with 42% of U.S. households now without cable—CTV ensures businesses can reach consumers where they actually watch content. This democratizes TV advertising, enabling small businesses to compete with larger brands and drive measurable results from brand awareness to direct sales.