Your Guide to the Leading Connected TV Providers in 2024

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Connected TV Providers: Top 5 Must-Haves in 2024

The Rise of Connected TV Providers in 2024

In 2024, connected TV providers are more important than ever before. As consumers move away from traditional broadcast TV, more people are streaming content using smart TVs and other internet-connected devices. This shift is creating new opportunities for advertisers and businesses alike.

Quick Answer: Leading Connected TV Providers
Amazon Fire TV
Apple TV
Google Chromecast

Connected TV (CTV) refers to any TV that connects to the internet to stream content. This includes smart TVs, streaming devices like Roku and Apple TV, and even gaming consoles such as PlayStation and Xbox.

What makes CTV distinct is its ability to stream Over-The-Top (OTT) channels. These channels provide content outside of traditional cable, making it more flexible and accessible for viewers. OTT services include popular streaming options like Netflix, Hulu, and Amazon Prime Video.

I am Mark St. George, Co-Founder and President of Zoplex. My experience spans digital advertising and brand marketing, with a special focus on connected TV providers. Let’s explore this transformative landscape together.

infographic about connected tv providers and their features - connected tv providers infographic pyramid-hierarchy-5-steps

What is Connected TV?

Connected TV (CTV) is a modern marvel that has revolutionized the way we consume media. At its core, CTV refers to any television that can connect to the internet and stream digital content. This includes smart TVs, gaming consoles, and external streaming devices.

Devices Used for Connected TV

Smart TVs are the most common type of connected TV. They come with built-in internet connectivity and apps like Netflix, Hulu, and Amazon Prime Video. Brands like Samsung, LG, and Sony are leaders in this space.

Gaming consoles like PlayStation, Xbox, and Nintendo Switch also serve as connected TVs. These devices offer gaming as well as streaming services, making them versatile entertainment hubs.

External streaming devices include gadgets like Roku, Amazon Fire TV, Apple TV, and Google Chromecast. These devices plug into traditional TVs, turning them into smart TVs capable of streaming content.

smart tv - connected tv providers

Streaming Content on Connected TV

Connected TVs stream content over the internet, bypassing traditional cable or satellite methods. This allows for a more flexible, on-demand viewing experience.

Over-The-Top (OTT) platforms are essential to this ecosystem. OTT platforms deliver content directly over the internet without needing a traditional cable or satellite subscription. Some popular OTT services include:

  • Netflix: The world’s leading streaming service with over 207 million active monthly users.
  • Hulu: Offers both live and on-demand TV with 39 million active monthly users.
  • Amazon Prime Video: Available to Amazon Prime members, boasting 100 million active monthly users.

streaming services - connected tv providers

Why CTV is a Game-Changer

The rise of connected TV has shifted consumer behavior significantly. According to a Leichtman Research Group survey, over 80% of TV households have at least one connected TV device. This shift is not just about convenience; it’s about control. Viewers can now watch what they want, when they want, without being tied to a broadcast schedule.

Moreover, the ability to stream content means viewers are less likely to skip ads. Unlike traditional TV, where viewers can change channels during commercials, CTV ads are often unskippable. This makes CTV a powerful tool for advertisers.

In summary, connected TV is not just a trend; it’s the future of how we consume media. It offers unparalleled flexibility, a wide range of content, and new opportunities for advertisers to reach their target audiences effectively.

Next, let’s explore the Leading Connected TV Providers in 2024 and see who’s shaping this dynamic landscape.

Leading Connected TV Providers in 2024

Navigating connected TV providers can be overwhelming. Here, we’ll break down the top players in 2024, making it easy for you to understand who’s leading the charge in this dynamic landscape.


Roku has been a pioneer in the connected TV space. Known for its user-friendly interface and extensive content library, Roku offers a wide range of streaming options. With over 14,000 apps, including popular services like Netflix, Hulu, and Disney+, Roku remains a favorite for many households.

  • Founded: 2002
  • Headquarters: San Jose, California, US

Roku’s platform is particularly popular due to its affordability and ease of use. It supports both ad-supported and subscription-based content, making it versatile for all types of viewers.

Amazon Fire TV

Amazon Fire TV is another heavyweight in the connected TV market. Integrated with Amazon’s vast ecosystem, it offers seamless access to Amazon Prime Video, along with thousands of other apps and channels.

  • Founded: 2014
  • Headquarters: Seattle, Washington, US

Amazon Fire TV devices are known for their robust performance and compatibility with Alexa, Amazon’s virtual assistant. This integration allows users to control their TV with voice commands, adding an extra layer of convenience.

Apple TV

Apple TV is the go-to choice for those already invested in the Apple ecosystem. It offers access to Apple TV+, a subscription service featuring original content, as well as other popular streaming platforms.

  • Founded: 2007
  • Headquarters: Cupertino, California, US

Apple TV stands out for its high-quality streaming and exclusive content. The device also supports Apple’s ecosystem, allowing for seamless integration with other Apple products like the iPhone and iPad.

Google Chromecast

Google Chromecast is known for its simplicity and affordability. Unlike other streaming devices, Chromecast allows users to cast content directly from their smartphones or computers to their TV.

  • Founded: 2013
  • Headquarters: Mountain View, California, US

Chromecast supports a wide range of streaming services and is compatible with Google Assistant, making it easy to control using voice commands. Its versatility and low price point make it a popular choice for budget-conscious consumers.


Xfinity by Comcast is a unique player in the connected TV space. It combines traditional cable services with modern streaming options, offering a hybrid solution for viewers.

  • Founded: 2010
  • Headquarters: Philadelphia, Pennsylvania, US

Xfinity’s platform provides access to both live TV and on-demand content, along with popular streaming services. This makes it a comprehensive solution for those who want the best of both worlds.

These leading connected TV providers are shaping the future of how we consume media. Each offers unique features and benefits, catering to a wide range of viewer preferences.

Next, let’s dive into the Top Connected TV Advertising Platforms and discover how they are revolutionizing ad delivery and targeting.

Top Connected TV Advertising Platforms

When it comes to getting your ads in front of the right audience, connected TV advertising platforms are a game-changer. Let’s explore how these platforms use programmatic advertising, audience targeting, and ad measurement to revolutionize ad delivery.

Programmatic Advertising

Programmatic advertising automates the buying and selling of ad space. This means advertisers can set up, configure, and manage their campaigns with ease. For instance, SmartyAds offers a DSP (Demand-Side Platform) that supports programmatic CTV, mobile web, and more. Their proprietary optimization algorithms help decrease CPM and boost click-through rates, ensuring you get the best impressions for your money.

Audience Targeting

Connected TV providers excel at pinpointing specific audience segments. They consider demographics, interests, and viewing habits to ensure your ads reach the right people. For example, Keynes Digital uses first-party and third-party data to target ads to specific customer segments. This was evident in a case study where they targeted healthcare product ads to customers interested in supplements, resulting in a significant lift in ad recall.

Ad Measurement

Measuring the effectiveness of your ad campaigns is crucial. Top CTV advertising platforms offer robust measurement and reporting capabilities. For instance, MNTN provides real-time analytics and customizable dashboards, allowing advertisers to track their campaign performance and ROI. This transparency helps make informed decisions and optimize future campaigns.

Keynes Digital

Keynes Digital is a full-service connected TV partner that offers a transparent approach to advertising. They provide detailed insights into campaign performance and ensure compliance with industry standards. Their platform automates the entire ad delivery process, allowing marketers to focus on driving performance rather than managing logistics.


MNTN specializes in performance-driven CTV advertising. They use advanced audience targeting and real-time analytics to maximize ad effectiveness. MNTN’s platform is designed to be user-friendly, making it easy for advertisers to set up and manage their campaigns. They also offer interactive ad formats, such as QR codes and clickable in-stream ads, to boost viewer engagement.

These top connected TV advertising platforms are transforming the way advertisers reach their audiences. By leveraging programmatic advertising, precise audience targeting, and comprehensive ad measurement, they ensure your campaigns are both efficient and effective.

Next, let’s explore the Benefits of Using Connected TV Providers and see why they’re becoming the go-to choice for advertisers.

Benefits of Using Connected TV Providers

Using connected TV providers offers several key benefits that make them a smart choice for advertisers. Let’s break down why these platforms are so effective.

Targeted Advertising

One of the biggest advantages of connected TV is its ability to deliver targeted advertising. Unlike traditional TV, which broadcasts the same ads to everyone, connected TV allows advertisers to target specific audience segments. This means you can tailor your ads based on demographics, interests, and viewing habits. For example, if you want to reach sports enthusiasts, you can place your ads during live sports events, as Old Navy did, resulting in a 70% reduction in cost per unique household.

Audience Reach

With more than 150 million households streaming premium content, connected TV provides an enormous audience reach. Many viewers have cut the cord on traditional cable, preferring the flexibility and variety of streaming services. This makes connected TV an excellent way to reach audiences that traditional TV might miss. In fact, a survey by The Trade Desk found that 28% of marketers cited CTV’s ability to reach younger consumers and cord-cutters as a significant advantage.


Connected TV advertising is also highly cost-effective. By using programmatic advertising and advanced targeting, you can ensure your ads are seen by the right people at the right time. This reduces wasted ad spend and increases your return on investment. For instance, Old Navy’s campaign with live sports on connected TV resulted in a 70% reduction in cost per unique household compared to programmatic guaranteed.

Non-Linear Content

Another benefit is the ability to advertise alongside non-linear content. This means viewers can watch shows, movies, and sports events on their own schedule, not just when they air. This flexibility allows advertisers to reach viewers during prime engagement times, enhancing the effectiveness of their campaigns.

Digital Media Integration

Connected TV seamlessly integrates with other digital media channels. This cross-channel integration allows for a unified marketing strategy, where your ads on connected TV can complement your campaigns on social media, search engines, and display ads. This holistic approach ensures a consistent message across all platforms, maximizing your campaign’s impact.

By leveraging these benefits, connected TV providers enable advertisers to run more effective and efficient campaigns, reaching the right audiences at the right time.

Next, we’ll compare Linear TV vs Connected TV and see how they stack up against each other.

Linear TV vs Connected TV

When it comes to television, there are two main types: Linear TV and Connected TV (CTV). Let’s break down the differences and see why more people are making the switch to CTV.

What is Linear TV?

Linear TV is the traditional way of watching television. It involves scheduled programming, meaning you have to tune in at a specific time to watch your favorite shows. Think of it as the old-school cable or satellite TV setup that many of us grew up with.

  • Scheduled Programming: Shows are broadcasted at set times, and you need to be in front of the TV to catch them.
  • Satellite and Cable: These are the primary ways to access linear TV. You need a subscription to a cable or satellite service.

Advantages of Connected TV

Connected TV (CTV), on the other hand, is a more modern approach. It refers to any TV that can connect to the internet and stream content. This includes smart TVs, as well as external devices like Roku, Amazon Fire TV, and Google Chromecast.

Here are some key advantages of CTV:

  • On-Demand Content: Unlike linear TV, CTV allows you to watch what you want, when you want. No more waiting for your favorite show to air.
  • Targeted Audience: CTV providers can deliver ads tailored to your interests. This means you’re more likely to see ads that are relevant to you.
  • Cost-Effectiveness: Many CTV services offer ad-supported options, which can be cheaper than traditional cable or satellite subscriptions.
  • Non-Linear Content: With CTV, you can pause, rewind, or fast-forward through content, giving you more control over your viewing experience.

Why Switch to Connected TV?

The shift from linear TV to CTV is driven by several factors:

  • Audience Reach: CTV is especially popular among younger viewers. According to a study by Pew Research, only 34% of Americans aged 18-29 now get TV through cable or satellite.
  • Enhanced Viewing Experience: CTV offers high-definition and even 4K content, providing a better viewing experience.
  • Flexibility: With CTV, you can watch on multiple devices, including smartphones, tablets, and laptops, not just your TV.

Real-Time Optimization and Measurement

Another major advantage of CTV is the ability to measure and optimize ad campaigns in real-time. Traditional linear TV ads often require weeks or months to gather performance data. With CTV, you can access real-time metrics like impressions and video completion rates, allowing for instant adjustments to improve campaign performance.

By understanding these differences, it’s clear why many are choosing CTV over traditional linear TV. Next, we’ll dive into some frequently asked questions about connected TV providers to help you make an informed decision.

Frequently Asked Questions about Connected TV Providers

What is a connected TV platform?

A connected TV platform is a service that allows you to stream content over the internet on various devices. These platforms enable you to watch movies, TV shows, and other video content without needing traditional cable or satellite TV. Devices that support connected TV platforms include smart TVs, gaming consoles, streaming sticks, and even smartphones and tablets.

Examples of connected TV platforms include Roku, Amazon Fire TV, Apple TV, and Google Chromecast. These platforms often host OTT (Over-The-Top) channels like Netflix, Hulu, and Disney+.

Who watches connected TV?

Connected TV is popular across all age groups. Contrary to the myth that only younger, tech-savvy people use CTV, research shows a broad audience.

  • Younger Population: Millennials and Gen Z are heavy users, with over 80% of people aged 25 to 54 watching CTV, according to eMarketer.
  • Middle-Aged Viewers: The median age of CTV viewers is around 45, showing a balanced distribution across age groups.
  • Older Viewers: Surprisingly, about 40% of U.S. seniors also use connected TV, indicating its growing acceptance among older demographics.

Is connected TV the same as smart TV?

Not exactly.

A smart TV is a television with built-in internet capabilities, allowing you to stream content directly. Examples include brands like Samsung Smart TVs and LG Smart TVs.

Connected TV (CTV) includes smart TVs but extends to other devices that can stream content over the internet. These devices can be:

  • External Streaming Devices: Roku, Amazon Fire TV, Apple TV.
  • Gaming Consoles: PlayStation, Xbox.
  • Other Devices: Laptops, tablets, smartphones when connected to a TV.

So, while all smart TVs are part of the connected TV ecosystem, not all connected TVs are smart TVs.

By understanding these aspects of connected TV providers, you can better navigate your options and make informed decisions about your viewing and advertising needs.


At Zoplex, we understand that navigating connected TV providers can be complex. That’s why we offer comprehensive digital marketing solutions tailored to help your business thrive in this evolving landscape.

Our AI-driven solutions are at the forefront of innovation. They enable precise audience targeting and campaign optimization, ensuring that your ads reach the right viewers at the right time. By leveraging advanced technologies like artificial intelligence and machine learning, we make sure your marketing efforts are both effective and efficient.

Local Business Growth

We know that local businesses need more than just visibility—they need engagement and loyalty from their community. Our digital marketing services are designed to foster local business growth by creating meaningful connections with your audience. From reputation management to local SEO, we provide the tools you need to stand out in your market.

Customer Engagement

Engaging with your customers has never been easier. With our expertise in social media management, content creation, and CTV advertising, we help you build a cohesive brand message that resonates with your audience. Our goal is to create lasting impressions that drive customer loyalty and business growth.

Ready to elevate your digital presence? Contact Zoplex today and let’s start building a strategy that works for you.

By choosing Zoplex, you’re not just investing in advertising; you’re investing in a partnership dedicated to your success. Let’s make your brand unforgettable.

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