CTV vs Linear TV: 5 Key Differences You Should Know

Television isn’t what it used to be. For decades, families gathered around scheduled programming on cable and broadcast networks. Today, viewers stream what they want, when they want, on connected devices that are always online.

This evolution has created two distinct ecosystems: Connected TV (CTV) and Linear TV. Both deliver video content to viewers, but how they work — and how advertisers reach audiences through them — couldn’t be more different.

If you’re new to streaming or planning campaigns across both environments, understanding the differences between CTV and Linear TV is essential. Here are the five distinctions that matter most.

The biggest difference lies in how content reaches the viewer.

Linear TV delivers programs through traditional broadcast, cable, or satellite networks. Viewers tune in at specific times to watch shows scheduled by the network. Everything follows a fixed programming grid, just like it has for decades.

Connected TV (CTV) delivers content through the internet. Instead of relying on a cable connection, viewers access shows and movies through streaming apps installed on Smart TVs or devices such as Roku, Amazon Fire TV, or Apple TV.

In simple terms, Linear TV is scheduled and broadcast; CTV is streamed on demand.

This shift in delivery has transformed the viewer experience from passive to interactive. Audiences can now start, pause, or switch between shows instantly — something that simply isn’t possible with Linear television.

Linear TV audiences watch whatever is currently being broadcast. Programs air at fixed times, and missing a show often means waiting for a rerun. It’s a one-to-many experience where everyone sees the same content at the same time.

CTV, on the other hand, gives viewers control. They can choose what to watch, when to watch it, and even which platform to use. A viewer might watch a live event on one app, a movie on another, and short-form videos in between — all from the same device.

This flexibility has redefined engagement. Streaming viewers expect personalization, ad relevance, and convenience. CTV allows all of that by delivering on-demand access that fits individual viewing habits.

Advertising is where the two formats differ most dramatically.

Linear TV advertising is sold in fixed time slots, often months in advance. Ads are broadcast to everyone watching that channel, regardless of demographics or interests. Measurement is based on estimated audience size from panels and ratings systems.

CTV advertising is delivered digitally. Ads are bought and sold programmatically, allowing advertisers to target specific audiences using data such as geography, interests, or household behavior. Campaigns can be adjusted in real time, and performance can be measured more accurately.

For example, a CTV campaign might target households that recently searched for home renovation products or that fit a specific income bracket. Linear TV can’t offer that level of precision.

This ability to pair TV-scale storytelling with digital targeting is why CTV is now one of the fastest-growing channels in media.

Measurement in Linear TV relies on sample-based ratings systems like Nielsen. These systems estimate viewership rather than measuring every impression directly. Advertisers can see how many households were likely exposed to an ad, but not exactly who saw it or what actions followed.

CTV operates more like digital advertising. Every ad impression is logged, tracked, and analyzed. Advertisers can measure completion rates, viewability, reach, frequency, and even post-ad actions like website visits or online purchases.

This level of transparency has redefined accountability in television advertising. Brands can now tie ad exposure on a TV screen directly to measurable business outcomes — something that was once impossible with traditional broadcast.

Linear TV buying is largely manual and driven by upfront negotiations. Advertisers commit budgets in advance, choose broad audience segments, and wait until after campaigns run to see results.

CTV buying is dynamic. Campaigns can launch quickly, adjust on the fly, and optimize automatically. Advertisers can control where ads appear, which audiences see them, and how budgets are allocated across channels.

This flexibility makes CTV especially attractive for brands that want speed and precision. It also means advertisers can test creative, track performance, and scale what works in real time.

Linear TV and Connected TV both deliver powerful reach, but they operate in entirely different ways.

Linear TV is broad, scheduled, and limited by traditional distribution systems. CTV is data-driven, on demand, and measurable at every step.

As audiences continue to migrate from cable boxes to streaming devices, advertisers are following them. The result is a television ecosystem that blends the scale of Linear with the intelligence of digital.

If you’re building campaigns in today’s media landscape, understanding how these two worlds differ isn’t just helpful — it’s essential.