Smart TV

What are Smart TVs?

A Smart TV is a television set that integrates internet connectivity and advanced software capabilities to enable access to streaming services, interactive apps, and digital content—directly from the TV, without requiring external devices like set-top boxes or streaming sticks.

Unlike traditional televisions, smart TVs operate much like connected computers. They combine the display and broadcast functionality of a standard TV with an operating system, built-in storage, and the ability to install and run applications. This convergence has made smart TVs the cornerstone of the Connected TV (CTV) and Over-The-Top (OTT) streaming ecosystem.

What are the core features of a Smart TV?

Smart TVs come equipped with a variety of features that turn them into fully connected media hubs:

1. Internet Connectivity

Most smart TVs have built-in Wi-Fi and/or Ethernet ports, allowing them to connect to the internet. This is the foundation for streaming video, downloading apps, and receiving software updates.

2. Streaming Service Integration

Smart TVs come preloaded with popular streaming apps such as Netflix, Hulu, Amazon Prime Video, Disney+, and YouTube. Users can stream movies, TV shows, and live broadcasts on-demand, directly from the TV interface.

3. App Ecosystem

Smart TVs support downloadable apps from integrated app stores. These range from content services to games, news, fitness, education, and utility apps—enhancing the TV’s versatility beyond linear programming.

4. Voice Assistants and AI Integration

Many models support voice control through built-in or connected smart assistants like Amazon Alexa, Google Assistant, or proprietary solutions. This allows users to control playback, search content, or adjust settings using voice commands.

5. Screen Mirroring and Casting

Smart TVs can wirelessly display content from smartphones, tablets, or laptops via technologies like Apple AirPlay, Google Cast, or proprietary screen mirroring. This allows seamless integration across devices.

6. Web Browsing

Some smart TVs offer built-in browsers, enabling users to surf the internet directly from the TV screen—though this feature is less commonly used than streaming or apps.

7. Regular Software Updates

Manufacturers provide periodic firmware and software updates to enhance features, add security improvements, and extend product lifespan.

Why are Smart TVs important for streaming and advertising?

Smart TVs are the primary device through which audiences access CTV and OTT content. Their widespread adoption has fundamentally changed how consumers watch television—shifting from traditional, scheduled broadcasts to on-demand, app-based viewing experiences.

For content publishers and advertisers, smart TVs represent a high-value channel because they:

• Enable direct-to-consumer (DTC) content delivery via FAST, AVOD, SVOD, and TVOD models.
• Support targeted advertising, thanks to device-level identifiers and user data collected through app usage.
• Deliver premium ad formats, such as non-skippable, full-screen video ads, which lead to better engagement and brand recall.
• Provide performance visibility, with impressions, completions, and conversions measurable across devices.

With smart TVs powering a majority of ad-supported streaming TV impressions, they are now central to monetization strategies in the CTV space.

How do Smart TVs differ from Connected TVs?

The terms Smart TV and Connected TV (CTV) are often used interchangeably, but they have slightly different meanings:

• A Smart TV is a physical device—a television with internet capabilities and an operating system that runs apps.
• Connected TV (CTV) is a broader term that includes smart TVs and other devices connected to a television (such as Roku, Fire TV, or gaming consoles) that enable internet-based content streaming.

In short, all smart TVs are CTVs, but not all CTVs are smart TVs.

Final thoughts

Smart TVs are no longer just a hardware innovation—they’re the gateway to the entire modern television experience. They provide the infrastructure for content discovery, streaming, personalized viewing, and targeted advertising. For B2B stakeholders—from app developers and advertisers to content distributors and platform operators—understanding the capabilities and reach of smart TVs is essential for building scalable strategies in the digital video ecosystem.