Lineup

What Is a Lineup in Connected TV (CTV)?

In Connected TV (CTV), a lineup refers to the scheduled list of programs available on a streaming channel or the collection of channels offered on a streaming platform. It’s similar to traditional TV, where a “TV lineup” could mean either the programming schedule for a single channel or the full list of channels viewers can access.

Lineups are essential for organizing content in FAST channels, AVOD services, and other ad-supported streaming formats.

How Lineups Work in Streaming Environments

In CTV, lineups can take two forms: program lineups and channel lineups. A program lineup outlines what shows or videos will play on a given channel and at what time—much like a daily schedule. A channel lineup, on the other hand, is the full roster of streaming channels available within a platform or app.

Both types of lineups help guide the viewing experience. A clear and well-organized lineup increases discoverability and keeps audiences engaged longer.

Program Lineups in FAST Channels

For FAST channels, the program lineup is the heart of the experience. These channels mimic linear TV, offering scheduled shows in a fixed order. The lineup is often displayed in an Electronic Programming Guide (EPG), where viewers can scroll through time slots to see what’s currently playing and what’s coming next.

Creating a strong lineup means curating content in a way that flows naturally, holds viewer interest, and maximizes ad impressions.

Channel Lineups on CTV Platforms

Streaming platforms like Samsung TV Plus, Roku, and LG Channels feature curated channel lineups. These are collections of live or scheduled streaming channels that users can scroll through, much like flipping through cable TV. A channel’s placement in the lineup can significantly impact how often it’s seen and watched.

Wurl helps publishers get their channels listed in high-traffic positions by ensuring compatibility with platform guidelines and optimizing for viewer engagement.Why

Lineups Matter in CTV

A well-structured lineup improves the overall streaming experience. For viewers, it makes content easy to find and enjoy. For content owners and advertisers, it drives longer session times, more ad inventory, and better monetization.

Lineups also help define the brand and voice of a channel. Whether it’s a 24/7 sitcom channel, a live news feed, or a music video stream, the lineup communicates what viewers can expect.

Challenges in Managing Lineups

Maintaining a successful lineup means constant planning and adaptation. Content needs to be scheduled based on audience behavior, time of day, and seasonal trends. If the lineup feels repetitive or unbalanced, viewers may tune out.

Additionally, distributing the right lineup format across multiple platforms can be technically demanding. Each platform may have its own specifications for how schedules and channels are displayed.

How Wurl Supports Lineup Creation and Distribution

Wurl enables content publishers to build, manage, and distribute program and channel lineups across the CTV ecosystem. With tools that support automated scheduling, content curation, and EPG integration, Wurl helps ensure lineups are optimized for engagement and performance.

Whether it’s designing a daily schedule or placing a channel in the right position on a platform, Wurl makes it easier to deliver a compelling lineup at scale.