Converged TV and CTV: what’s the difference?

It’s confusing, right? Here’s the difference between Converged TV and CTV (aka Connected TV).

30 June 2023

Converged TV and CTV (aka Connected TV) — we talk about them all the time here at Peach, but it’s no doubt confusing. We might even get them mixed up ourselves (sometimes).

While they may sound similar, there are distinct differences between the two concepts. Here's an explanation of each:

CTV (Connected TV) 

Connected TV (sometimes referred to as Convergent TV) refers to televisions or TV devices that are connected to the internet, allowing users to access online content and streaming services directly on their TV screens. Connected TVs can be Smart TVs with built-in internet connectivity or traditional TVs paired with external devices like streaming boxes and sticks (Apple TV, Amazon Fire TV, Roku, etc), or gaming consoles (Playstation, XBox) that provide internet access and streaming capabilities. 

Connected TVs give people access to platforms like Netflix, Hulu, Amazon Prime Video, YouTube, and other streaming services, expanding the viewing options beyond traditional linear TV and cable channels.

Converged TV 

Converged TV, on the other hand, refers to a much broader concept that combines traditional linear television (broadcast and cable) with digital and streaming content. It represents the convergence of various television distribution platforms and technologies into a single, integrated viewing experience. Converged TV involves the blending of broadcast, cable, satellite, and streaming services to provide seamless access to both live linear TV channels and on-demand content from multiple sources. It aims to unify different sources of content and delivery methods into a cohesive user experience.

In summary, CTV (Connected TV) focuses on the internet connectivity of TVs and the ability to stream online content, while Converged TV is a broader concept where traditional linear TV channels integrate with streaming services and other digital content sources, providing a unified experience.

You can read more about Converged TV from Joe Hollywood, Peach’s Head of Product, in Converged TV Is Complex But It’s Also Full of Opportunities.

Get in contact with Peach to find out more about how we’re working to make advertising on CTV and Converged TV work better.

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By Andrew Fox