CTV: The next big thing for content creators?


Date: 10 January 2023

A family are watching connected television

Are you a content creator looking to reach a larger audience? Connected TV, or CTV, may be the platform for you. There are now more than 1.1 billion CTV devices in use worldwide, offering unparalleled access to viewers across a wide range of demographics.

What exactly is CTV, and why is it the next big thing in content creation?

In this article, we will explore the various opportunities and advantages that CTV offers content creators, including greater targeting capabilities, accurate measurement, and an improved user experience. We will also look at the future of CTV and the potential it holds for those looking to share their content with the world.

What is CTV?

CTV, or Connected TV, refers to the ability to access television content through the internet on various devices, such as smart TVs, streaming devices, and gaming consoles. This differs from traditional television, which is accessed through cable or satellite connections.

CTV platforms typically offer a variety of programming, including original content, movies, and TV series - most of which are subscription-based with users paying a monthly fee to access the platform. Some popular examples of CTV platforms include Roku, Amazon Fire TV, Apple TV, and more, which offer a range of on-demand content.

However, CTV is much more than just streaming content through a TV set. Platforms such as Roku also offer their own free TV shows, in addition to hosting games channels and other interactive experiences. This opens up a whole new world of possibilities for viewers and is part of why CTV is quickly becoming the go-to option for streaming.

CTV advertising

With more and more households cutting the cord and opting for streaming services, CTV offers a new and potentially more lucrative platform for advertisers to reach their target audience. Forbes has cited CTV as the fastest-growing video advertising platform.

One of the main benefits of CTV for advertisers is the ability to target specific audiences. With the use of cookies and other tracking technologies, advertisers can reach people based on their interests, demographics, and other key characteristics. This level of targeting can be more effective than traditional TV advertising, which tends to be more broad-based and less targeted.

Another benefit of CTV is the ability to track the effectiveness of campaigns in real time. Advertisers can use analytics to see how their ads are performing and make adjustments as needed. This level of granular data and feedback is not possible with traditional TV advertising.

All of this combines to create a powerful platform for content creators, who can now tailor their content to specific audiences and have access to reliable metrics on the success of their campaigns.

Advantages of CTV for content creators

CTV offers a variety of opportunities for content creators to showcase their work. The types of content that can be created for CTV are virtually limitless and can include TV series, movies, games, ebook channels, and more. Customers have so many more options than simply watching TV series and movies on Netflix or Hulu.

Israeli start up VFR is already dominating the space, creating content for nearly 100 different Roku channels, from gaming channels such as BingoTV to Little Stories (e-books for children).

In addition to monetisation opportunities and the potential to reach a wider audience, CTV also offers several advantages for content creators. These include:

1. Wider distribution and reach

Hosting content on a standalone YouTube channel does not offer the same level of distribution and reach as CTV. By hosting content on a CTV platform, content creators can potentially reach more viewers and gain more exposure for their work.

Furthermore, while CTV's popularity is increasing by the day while YouTube's ad revenue is on the decline.

2. Greater targeting capabilities for advertisers

CTV platforms often have access to detailed information about their users, including their interests, demographics, and viewing habits. This allows advertisers to target specific audiences more effectively and helps to increase the relevance and effectiveness of their advertising campaigns.

3. More accurate measurement of viewership

Traditional television ratings systems can be flawed and may not accurately reflect the size and demographics of a show's audience. CTV platforms, on the other hand, can track viewing habits more accurately and provide content creators with more accurate data about their audience.

4. Improved user experience

CTV platforms often offer personalised recommendations based on a user's viewing history, which can help to improve the overall user experience. CTV also allows users to pause and resume their viewing across devices, which can be a convenient feature for users who want to engage with their favourite content on the go.


The advent of CTV has created new opportunities for content creators who are looking to reach larger and more engaged audiences. With the ability to target specific audiences, track viewership more accurately, and improve the overall user experience, it's no wonder content creators are increasingly turning to CTV platforms.

Over the coming years, CTV is likely to become an even more popular platform for content creators and advertisers alike. So if you're a content creator, it's worth exploring the potential of this new medium.

Copyright 2023. Featured post made possible by Jeff Broth.

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