Television has changed. More and more people no longer watch their shows and movies on linear programming, but through streaming, on the big television in the living room. This is exactly where CTV advertising comes in. This article explains what connected TV actually is, how advertising works on it, how it differs from classic television, and why it has become so interesting for advertisers.
What is connected TV (CTV)?
Connected TV, or CTV for short, refers to any television connected to the internet. That can be a smart TV that goes online directly, or a regular television that gets online through an additional device: a streaming stick like Amazon Fire TV or Google Chromecast, a set-top box, an Apple TV, or a game console.
The streaming apps most people know run on these devices: Netflix, Amazon Prime Video, Disney+, RTL+, Joyn, and many more. The decisive point is the screen. CTV is streaming on the big television, not on the phone or laptop. That way, it combines the living-room experience of classic television with the technology of the internet.
How widespread is CTV in Germany?
CTV is no longer a niche topic, it's everyday life. According to the AGF-Plattformstudie 2025, around 70% of households in Germany have at least one internet-connected TV device. According to a survey by the German state media authorities (die Medienanstalten), about two-thirds of people in Germany use connected TV at least once a month for video content, more than any other device.
At the same time, how people receive TV is shifting: according to the same surveys, the share of households with internet-based TV reception has risen noticeably recently, while classic routes like cable and satellite are losing importance. For advertisers, this means: on the big screen, there's a huge, everyday audience reachable that's becoming harder and harder to capture through linear television alone.
What is CTV advertising?
CTV advertising consists of video spots delivered within streaming content on the big screen. The spot runs before or during a show or movie, full screen, with sound, and usually non-skippable. It looks like classic TV advertising, but works behind the scenes like digital marketing.
That's exactly the appeal: CTV advertising combines the impact of the big screen with the precision and measurability you know from Google or social media. How the individual formats differ is explained in the article In-Stream vs. Out-Stream Compared.
CTV or linear TV: the difference
With classic, linear television, the same program is broadcast to everyone at the same time. Everyone sees the same ad, whether or not it fits their audience. Reach is large, but broadly scattered, hard to measure, and usually only accessible from high budgets.
CTV flips this around. Because each device is addressed individually, advertising can be delivered precisely, by region, age, gender, or interests. You see on a daily basis how often your spot ran and how many people watched it in full. And getting started is possible with a smaller budget too. How the costs generally break down is shown in the guide How Much Does TV Advertising Cost?.
The advantages of CTV advertising
Precise targeting: Instead of broadcasting broadly, you specifically reach the people who fit your offering. This is a major lever especially for local and regional advertising, as shown in the article on regional targeting in streaming TV.
High attention: The spot runs full screen, with sound and non-skippable, while viewers are relaxed and absorbed in content they enjoy. Why this contact is so much more valuable than a quick impression in the feed is explained in the overview of the premium quality of streaming advertising.
Measurability: Unlike linear TV, you see transparently what your campaign is delivering, updated daily in the dashboard.
Accessible for smaller budgets: CTV was long reserved for large brands. Through self-service platforms, getting started is now possible for small and medium-sized businesses too.
Running CTV advertising with onescreen
onescreen is a self-service platform for CTV advertising. You book spots on Netflix, Amazon Prime Video, Disney+, RTL+, and around 40 other streaming services, without an agency and without a commitment.
Self-service without an agency: You set budget, timeframe, and audience yourself and keep full control.
Targeting down to the postal code: You target by postal code, age, gender, interests, and household size, with around 40 million TV devices bookable.
Spot creation via AI, even without a finished video: Don't have a TV spot? onescreen creates one with the help of AI, noticeably faster and cheaper than classic production, also based on existing materials like images and logos.
Non-skippable, high completion rate: All spots run to the end, and the completion rate sits at around 98%. You pay for contacts that actually happen.
onescreen campaigns generally start from EUR 1,000. That's the platform-wide entry point across all streamers, individual streamers come with their own minimum budget. What makes sense for you is best clarified quickly in a short demo.
Is CTV advertising worth it?
CTV is where the audience is today: on the big screen, with a precision and measurability classic television can't offer. For brands that want attention on the big screen without broadcasting spray-and-pray, this is one of the most effective options there is. And thanks to self-service, getting started is no longer a question of a multi-million budget.
If you want to dig deeper into why CTV is the superior advertising environment, read Quality Beats Quantity, or why more and more advertisers are shifting budget, in CTV on the Rise.
Want to know what's possible for your budget? Book a demo, and we'll show you the possibilities in 30 minutes. Or get started directly in the Ad Manager.
FAQ
What does CTV or connected TV mean? Connected TV refers to any television connected to the internet, either as a smart TV directly or via an additional device like a streaming stick, a set-top box, an Apple TV, or a game console. Streaming apps like Netflix, Prime Video, or Disney+ run on it.
What is the difference between CTV and linear TV? With linear TV, everyone sees the same program and the same ad at the same time. With CTV, each device is addressed individually, so advertising can be delivered by region, age, or interests, and measured on a daily basis.
What is the difference between CTV and OTT? OTT (Over-the-Top) refers to the delivery method, meaning content that comes over the internet instead of cable or satellite, regardless of device. CTV is a subset of that and specifically refers to delivery on the internet-connected television, meaning the big screen.
From what budget can I run CTV advertising? Through a self-service platform like onescreen, campaigns generally start from EUR 1,000. That's the platform-wide entry point across all streamers. Individual streamers come with their own minimum budget, which we clarify in a short demo.
How is CTV advertising billed? Usually per thousand ad contacts, known as the CPM. So you pay for the number of contacts your spot achieves.