September 19, 2023
Almost all Americans watch television—around 80% on any given day. But the way audiences are watching has changed. Many now tune in to connected TV (CTV), which streams video content via a connected TV device (think smart TVs, Roku, AppleTV, AmazonFire, etc.). This video content is delivered “over the top” (OTT) instead of via a cable or satellite connection, through streaming services like Netflix, Hulu, YouTube, and Amazon.