What is a CTV app? A guide for media companies

CTV = Connected Television

The TV streaming industry tends to use the term "Connected Television (CTV)" almost interchangeably with the better-understood term "Smart TV." Regardless of the slight differences that exist between the two terms, in the context of streaming media, the concept is similar: a TV monitor connected to the Internet, and running an interactive Operating System (OS), onto which other apps can be installed.

So a "CTV app" is simply an app that can be installed on a television's operating system.

What does a CTV app actually do?

Most CTV apps exist to play video content streamed over the Internet. The most popular app of this kind is YouTube, which features videos from full-time content creators, social media influencers, and more recently, even major Hollywood TV and film studios.

Other popular CTV apps come from similarly popular SVOD platforms like Disney+ and Netflix. Other apps emphasize ad-supported content for free, like Tubi or Pluto TV. There are even ad-free, subscription-exclusive apps like Dropout, and other apps focused on specific niches or individual creators. The CTV world has quickly become its own digital ecosystem.

The options and details vary a lot, but the basic function is the same: a CTV app exists to stream video content from the Internet right to your TV, without needing another device like a computer, gaming console, USB stick or OTT box to do it.

How can I get a CTV app for my company?

A functioning CTV app requires two things. First, it needs to be developed. Then, it needs to have content distributed to it. Many companies do one or the other. ViewNexa can do both, while you keep control and ownership of the app.

Will my CTV app reflect my brand identity?

Yes! Simply provide us with your branding guidelines and relevant visual assets, and ViewNexa will plug them in to the CTV app we develop for you. We'll even make sure the app store listing identifies your company as the app's owner/developer for maximum brand visibility.

What monetization options will I have in my CTV app?

With ViewNexa, you can monetize with ads (FAST / AVOD), subscriptions (SVOD), one-time transactions (TVOD), or any combination of the above. Consumer payments are processed for you. Ask us how revenue and fees work for your setup.

How do I make my CTV app available on the platforms I want?

Tell us where your audience watches, and ViewNexa will work out how to get your app there.

Want to see how this works with ViewNexa? Book a demo below.