The Rise of Connected TVs: The Digital Transformation of Media Consumption

Connected TVs (CTV) are televisions that provide access to streaming services over the internet. Moving beyond traditional television viewing habits, they offer users instant access to a variety of content. This technology is revolutionizing media consumption, enriching user experiences, and fundamentally changing the structure of the media industry.

Increased User Choice and Control

Connected TVs empower users with the freedom to choose what, when, and how they watch. Platforms like Netflix, Hulu, and Amazon Prime Video offer on-demand content, allowing viewers to watch programs anytime, independent of traditional broadcasting schedules. This freedom has revolutionized users’ media consumption habits.

Transformation in Advertising

Connected TVs also open new doors for advertisers. Unlike traditional TV commercials, CTV ads are more targeted and measurable. Advertisers can use viewer data to direct their ads to more relevant audiences and monitor the effectiveness of their campaigns in real-time.