What is the difference between CTV and linear TV?

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Last updated: April 8, 2026

Quick Answer: CTV (Connected TV) refers to internet-connected television devices like smart TVs and streaming sticks that deliver on-demand content, while linear TV is traditional broadcast television with scheduled programming. CTV enables targeted advertising based on user data, whereas linear TV uses broad demographic targeting. CTV viewership has grown significantly, with 2023 data showing 87% of U.S. households having at least one CTV device, while linear TV viewership has declined by about 20% among adults 18-49 since 2015.

Key Facts

CTV devices include smart TVs (e.g., Samsung, LG), streaming sticks (e.g., Roku, Amazon Fire TV), and gaming consoles, with Roku holding about 50% of the U.S. CTV market share in 2023.
Linear TV relies on broadcast networks (e.g., ABC, NBC, CBS) and cable providers, with traditional advertising spending projected to drop to $61 billion in the U.S. by 2024, down from $71 billion in 2019.
CTV advertising revenue in the U.S. reached $25.9 billion in 2023, growing at over 20% annually, while linear TV ad revenue declined by about 4% year-over-year.
CTV allows for programmatic ad buying and real-time bidding, with over 80% of CTV ads being sold programmatically in 2023, compared to linear TV's upfront buying model.
The shift to CTV accelerated during the COVID-19 pandemic, with streaming hours increasing by over 75% in 2020, while linear TV viewership among younger demographics fell by more than 30%.

Overview

CTV (Connected TV) and linear TV represent two distinct eras of television technology and consumption. Linear TV, dating back to the 1920s with the first commercial broadcasts, refers to traditional television delivered via terrestrial, cable, or satellite signals with fixed programming schedules. This model dominated for decades, with networks like NBC launching in 1926 and cable TV proliferating in the 1970s-1980s. CTV emerged in the late 2000s with the rise of internet-connected devices, such as the first smart TVs around 2008 and streaming devices like Roku (launched 2008) and Apple TV (2007). The transition accelerated with streaming services like Netflix shifting to streaming in 2007 and Disney+ launching in 2019. By 2023, CTV penetration reached 87% of U.S. households, driven by devices like Amazon Fire TV (introduced 2014) and gaming consoles. This shift reflects broader digital transformation, with CTV enabling on-demand viewing and interactive features, contrasting linear TV's passive, scheduled experience.

How It Works

Linear TV operates through broadcast signals transmitted over airwaves (terrestrial TV), coaxial cables (cable TV), or satellites, delivering scheduled content from networks to viewers in real-time. Viewers tune into specific channels at set times, with programming determined by networks and advertisers. Advertising on linear TV uses demographic targeting based on broad audience data (e.g., age, gender) from sources like Nielsen ratings, with ads placed during commercial breaks in shows. In contrast, CTV connects to the internet via Wi-Fi or Ethernet, allowing access to streaming apps (e.g., Hulu, YouTube) and on-demand content. CTV devices include smart TVs with built-in apps, external devices like Chromecast (launched 2013), and gaming consoles. CTV advertising leverages user data (e.g., viewing history, device usage) for precise targeting, using programmatic platforms to serve ads dynamically based on real-time bidding. This enables interactive ads, such as clickable overlays, and measurement through metrics like completion rates, unlike linear TV's reliance on estimated viewership.

Why It Matters

The difference between CTV and linear TV matters due to its impact on media consumption, advertising, and content creation. CTV offers viewers flexibility with on-demand access, personalized recommendations, and ad-skipping options, leading to a 75% increase in streaming hours during the pandemic. For advertisers, CTV provides targeted reach and measurable ROI, with CTV ad spend growing to $25.9 billion in 2023, while linear TV faces declining ad revenue. This shift drives content fragmentation, with streaming services investing billions in original programming (e.g., Netflix spent $17 billion in 2023), challenging linear TV's traditional model. It also affects media economics, as CTV enables subscription-based and ad-supported models, reshaping industry revenue streams. Ultimately, the transition reflects broader digital trends, influencing how audiences engage with media and how brands connect with consumers in an increasingly fragmented landscape.