Connected TV Platforms: List Of Top CTV Providers (2026)

Advertising, Connected TV

Connected TV is no longer a side screen in the media plan. Streaming accounted for 47.0% of total TV usage in Nielsen’s January 2026 Gauge report, while IAB projects U.S. digital video ad spend will surpass $80 billion in 2026 and account for more than 60% of total TV/video ad spend for the first time. In other words, viewers have moved to streaming, and advertisers are moving with them.

But “CTV” isn’t meant to be singular. CTV platforms are an ecosystem of smart TVs, streaming devices, gaming consoles, set-top boxes, and more. For marketers, understanding where audiences watch is the first step toward building campaigns that reach the right households, on the right screen, with measurable impact. Below, we’ll break down the top Connected TV platform categories and providers to know in 2026.

What Is a Connected TV Platform?

A Connected TV platform is a service or device that delivers television content via internet streaming, bypassing traditional cable or satellite methods. These platforms, such as Roku, Amazon Fire TV, and Apple TV, allow users to access a wide variety of on-demand and live content from various streaming apps.

For advertisers, CTV ad platforms offer advanced targeting and measurement capabilities, making streaming TV advertising a powerful tool for performance marketing campaigns.

Connected TV vs Over-The-Top (OTT)

The terms OTT and CTV are often used interchangeably, but there’s a slight distinction that’s important to understand. CTV specifically means content streamed to an internet-enabled TV set. OTT is the broader delivery method of content streamed over the top of traditional infrastructure to any device.

Therefore, CTV advertising is essentially OTT advertising, but with living room quality content.

Benefits of Connected TV Platforms

Connected TV platforms offer numerous benefits that enhance both the viewing experience and advertising capabilities. The main advantages are:

1. Engaging Content, On-Demand

Connected TV platforms offer high-definition streaming and on-demand content. US adults already spend around 2 hours per day on CTV devices, and that figure is expected to continue rising as cord-cutting ramps up.

2. Precision Content Targeting

CTV platforms enable advertisers to deliver highly targeted content based on viewer demographics and behavior. This is why research shows CTV driving both upper- and lower-funnel results. Brands can combine TV storytelling with digital-style precision.

3. Integration with Smart Devices

Connected TVs seamlessly integrate with other smart devices, allowing for a unified home entertainment system. For marketers, that cross-device behavior creates more opportunities for sequential messaging and retargeting.

4. Access to Diverse Streaming Services

Users gain access to a broad spectrum of streaming services, from popular platforms like Netflix and Hulu to niche channels. This fragmentation can be challenging if you buy inventory piecemeal, but it’s exactly where an aggregated CTV advertising platform becomes valuable.

5. Advanced Interactive Capabilities

Connected TV platforms offer interactive features such as shoppable ads and personalized recommendations. These capabilities provide a more engaging viewing experience for users.

With all of that introductory information out of the way, let’s dive into our list of CTV platforms!

1. Smart TVs

Smart TVs come with built-in internet connectivity and pre-installed streaming apps, providing a seamless and integrated viewing experience without the need for external devices.

Popular examples include:

• Samsung Smart TVs
• LG Smart TVs
• Sony Bravia TVs

These TVs often offer integrated access to major streaming apps, including:

• Netflix
• Disney+
• Hulu
• Peacock

Smart TVs also often feature voice control and AI-enhanced picture quality, making them a convenient choice for modern households.

2. Streaming Media Players

Streaming media players are external devices that connect to TVs, enabling access to a wide range of streaming services. These devices are popular because they’re relatively low-cost and easy to upgrade.

Top examples include:

• Roku
• Amazon Fire TV Stick
• Apple TV 4K

These players support a wide range of apps, such as:

• Prime Video
• YouTube
• HBO Max

Streaming media players are known for their user-friendly interfaces and portability, allowing for easy streaming on almost any TV.

3. Gaming Consoles

Gaming consoles can also double as streaming devices, especially for households that already use them as a living room entertainment hub.

Common examples include:

• PlayStation 5
• Xbox Series X
• Nintendo Switch 2

In addition to high-quality gaming, many consoles offer access to popular streaming apps. That said, app availability can vary by console, and Nintendo Switch 2 is more gaming-first than streaming-first today. While consoles don’t represent the largest share of Connected TV viewing, they’re strategically important for reaching younger and more gaming-oriented demographics in the living room.

4. Computers and Laptops

Computers and laptops aren’t a “CTV device” in the strictest sense. Viewers here watch over-the-top content via browsers and apps rather than a TV screen. Still, they play an important role in the broader streaming ecosystem.

Popular device brands include:

• Apple
• Dell
• HP

Streaming apps and websites are easily accessible on laptops and computers, making these devices ideal for both on-the-go viewing and at-home entertainment.

5. Smartphones and Tablets

Smartphones and tablets offer the ultimate portability for streaming, with access to nearly all streaming platforms via dedicated apps.

Popular devices include:

• iPhone
• iPad
• Samsung Galaxy
• Google Pixel

Viewers can stream content directly from apps such as:

• Netflix
• Hulu
• YouTube

This makes smartphones and tablets a natural fit for personal viewing, whether at home or on the move. For performance marketers, CTV doesn’t replace mobile; it amplifies it, especially when you can track cross-device conversions.

6. Set-Top Boxes

Set-top boxes connect to traditional TVs and provide access to internet-based streaming services, often through a subscription model. In television advertising, think of these platforms as a key bridge between legacy pay TV and fully streaming-first households.

Examples include:

• Comcast Xfinity X1
• DirecTV set-top boxes

These devices offer a hybrid experience, combining traditional TV channels with modern streaming capabilities. Many also include features like:

• Live and on-demand viewing options
• DVR functionality
• Voice control
• Integrated streaming apps

Best CTV Advertising Platform

Viewers are streaming content across more devices than ever—from smart TVs and gaming consoles to smartphones and laptops. To keep up, advertisers need a solution that delivers seamless, high-quality ad experiences across every CTV platform. MNTN Performance TV ensures your brand stays in front of the right audience, no matter where they’re watching. Here’s how:

• Premium CTV Inventory: Advertise on top-tier, ad-supported streaming networks where viewers are actively engaged.
• MNTN Matched: AI-powered audience targeting ensures your ads reach the most relevant viewers based on intent and behavior.
• Verified Visits™: Connect ad exposure to website visits, providing clear attribution for your CTV campaigns.
• Reporting Suite: Access real-time performance insights, from brand awareness to lower-funnel conversions, all in one dashboard.
• Automated Optimization: AI continuously refines targeting, bidding, and ad delivery to maximize efficiency and ROI.

If you’re exploring CTV advertising platforms, choose one designed for performance. Get started with MNTN’s self-serve software—sign up today.

CTV Platforms: Final Thoughts

Connected TV platforms have revolutionized how audiences consume content, offering advertisers unparalleled opportunities to connect with viewers through precision targeting and immersive formats. CTV statistics show a rapidly growing and clear trend in favor of cord-cutting, and advertisers are taking notice. By leveraging the strengths of leading CTV providers, brands can stay ahead in an evolving digital landscape and maximize their campaign impact in 2026 and beyond.