Connected TV

There are ten (10) major CTV operating systems available in the United States. Each OS is owned by a different public company, which manufactures and sells CTV devices to consumers (utilizing their proprietary CTV OS). In addition to selling devices under their own brand, several of these companies license their operating systems to Original Equipment Manufacturers (OEMs), who then integrate the (licensed) OS into their own branded CTV products.

By definition, every smart TV has a branded CTV OS incorporated into its hardware. Yet despite this convenient accessibility, a (slight) majority of consumers still choose to plug a separate CTV device into their television, (rather than utilizing their smart TV’s native operating system).

Connected television devices are available in four different form factors, including game consoles, set-top boxes (STB), dongles, and, of course, smart TVs.

No CTV operating system is compatible with another; in other words, a separate CTV app is required for each OS. So, for instance, if you want to launch Channels on Roku, Fire TV, and Xbox, then you’ll need three (3) different CTV apps. However, one (1) Content Management System (CMS) will conveniently control all (CTG-built) apps.

CTG can manage your Channels (apps) for you, or you can manage them yourself (with your CMS). Importantly, you can permission your CMS to enable/disable individual content creators/contributors/owners and/or departments to curate micro-portions of your content library. Like a watertight bulkhead, this feature simplifies content management by siloing the curation workload across multiple users, (both inside and outside your organization), while simultaneously limiting their access (and curation capacity) to only authorized sub-channels within your Channel.

CTG supports all major CTV operating systems – meaning we can build, launch, host, and manage a Channel for your organization on one, several, or all ten (10) of these CTV platforms.

Use arrows on the left and right to learn more about the competing CTV ecosystems.