Connected TV Devices: How They’re Changing the Way We Watch TV

Written by Sejal Mehra
3 mins, 36 secs Read
Updated On November 22, 2023

Since 2020, the Covid pandemic brought a lot of changes into almost every home, from the way we shopped to the way we used to watch TV, every small thing in our daily lives shuffled. This also resulted in the rising craze of streaming services like Netflix, Hulu, Prime Video, and other countless platforms among viewers. 

Now, over 1.1 billion people are using these services. This massive shift from regular cable services has been largely due to the widespread adoption of connected TV devices, or CTV devices. 

These attachments basically act as media players that can access the internet and regulate content from other sources, like video-on-demand platforms or some subscription streaming services.

In the article, we are going to discuss everything about these connected TV devices and how are they reshaping the way viewers get their entertainment. 

What are Connected TV Devices, Exactly?

A gadget that gets linked to a television and supports streaming media content through the internet is called a connected TV device. Most of the smart televisions now are in-built CTVs that don’t require any additional equipment to stream these services or applications. 

However, a traditional television can also be converted into smart equipment, if plugged in with a standalone device like Apple TV, Amazon Fire TV, Google Chromecast, etc., via an HDMI cable and input. 

These connected TV devices are basically a set of set-top boxes and sticks or remotes. The set-top boxes are linked to the television and sticks or remotes are used to operate the gadget from a distance, or wirelessly. 

How are CTV Devices Changing the Way we Watch TV?

This technology has changed the cinematic experience for viewers. Now, you can watch your favorite movie or show, whenever you want in a few taps. There is no need to wait for your beloved content to be broadcast on television anymore. 

There are a few ways this changes things:

  • More personalized content. With CTV, viewers can access content that’s tailored to their interests and preferences. Many services now offer personalized recommendations or entire channels of shows based on a user’s viewing history.
  • More interactive experiences. Thanks to interactive menus and preloaded stuff, users can quickly find the one that suits their interests, rather than browse through channels and hope something is on.
  • Voice command and integration. Many CTV devices now come with voice command capabilities and are becoming more integrated with other technologies like smart speakers. This allows users to search for content, control volume, pause playback, and without reaching for the remote.
  • Lower cost to the consumer. CTV devices have accounted to drive down prices for high-quality content. These services like Netflix and Hulu offer cheaper monthly subscription comparative;y cable and satellite companies, which often mandate users to pay for costly bundles of channels they don’t really need.

Thanks to its convenience, on-demand, and ability to deliver online and offline content, connected TV viewership now accounts for the vast majority of overall streaming viewership.

Of course, this rise also creates new opportunities for advertisers and marketers.

What CTV Means for Advertisers

Connected TVs provide a unique opportunity for advertisers to reach their target audience more directly. They also provide an easier way for viewers to engage with ads on their own terms.

Advertising in CTV

Audience targeting is perhaps the most critical way brands can benefit from the rise in the popularity of CTV. Since each viewer selects their own content instead of having it pushed to them, these streaming services help advertisers target their public accurately.

They can even run ads tailored to the user’s interests and past viewing behavior. This means higher engagement with the ads, better results for marketers, and a positive experience for the audience.

Suppose a woman’s skincare brand ran ad campaigns on both regular television and Netflix’s streaming platform.

  • On regular daytime television, they choose to run their ads on channels that tend to receive high viewership numbers from women, such as home renovation or cooking shows.
  • On the streaming platform, they can target their ads to a cluster of females who watch skincare tutorials and reviews. They can also knock on the doors of those who have searched Google for skin care tips in the past and those who have consumed a certain skincare tutorial content.

The chief issue with advertising on regular TV networks is there is no guarantee that the target viewer will actually get interacted with the ad. In the example above, there are a plethora of men who watch home renovation shows and women who are not keen on consuming skincare content.

Final Thoughts on Connected TV Devices

CTV and streaming are poised to take over traditional television as the primary way audiences consume content (and they already have). With this shift comes a need for marketers and advertisers to rethink their strategies to make sure they are getting the most out of their unique capabilities.

By embracing audience targeting, interactive ads, and voice search integration, brands can tap into the power of connected devices to reach target viewers more effectively than ever before.

These tools, combined with the convenience and cost savings that they offer the public (and advertisers), make it easier to create a positive experience for both sides of the equation: marketers can reach the target audience better, and viewers have more content tailored to their interests at a lower cost.

Author: Sejal Mehra