What’s the Difference Between CTV and STV?
As streaming becomes the go-to way for audiences to consume content, advertisers are hearing a lot about Connected TV (CTV) and Streaming TV (STV). These terms are often used interchangeably—even by media pros—but they refer to distinct parts of the video advertising ecosystem.
In this post, we break down the difference between CTV and STV and explain why understanding both matters for eCommerce marketers looking to invest in video.
What Is CTV (Connected TV)?
CTV refers to the device or platform used to stream content.
Examples include:
Smart TVs (Samsung, LG, Vizio)
Streaming devices (Fire TV, Roku, Apple TV, Chromecast)
Gaming consoles (Xbox, PlayStation)
CTV is essentially the delivery method—the hardware or operating system that connects to the internet and plays streaming content.
What Is STV (Streaming TV)?
STV refers to the ad-supported video content being streamed.
Examples include:
TV shows and movies on Hulu, Pluto TV, Freevee, Tubi
Live or on-demand news, sports, and entertainment
In other words, STV describes the inventory or programming environment where your ads run—while CTV describes how it gets delivered to the viewer.
How CTV and STV Work Together
Imagine a viewer watching Shark Tank on Freevee through a Roku device:
CTV is the Roku (the device delivering the experience)
STV is the show and ad-supported environment on Freevee
Your ad is a Streaming TV ad delivered via a Connected TV device.
Why the Distinction Matters
Media Buying: Some platforms sell CTV inventory (targeted by device type), while others package STV by content category or publisher
Creative Format: CTV placements are typically non-skippable full-screen video, while some STV ads may run pre-roll, mid-roll, or even out-stream across multiple devices
Attribution: CTV often focuses on household-level targeting and post-view attribution, while STV can be tied more directly to content engagement
For Marketers: Think of It Like This
CTV = The screen and platform
STV = The content and environment
Your ad = What connects the two
Conclusion
If you're advertising on streaming platforms, it's critical to understand the full picture. CTV and STV work together—but knowing the difference can help you plan smarter, target better, and deliver creative that converts.
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