Posted In: Media by
Chloe Fletcher,
May 20, 2026
By Chloe Fletcher, Junior Account Manager
Connected TV (CTV) has quickly moved from industry buzzword to a central part of modern media planning. Put simply, it refers to TV content streamed through internet-connected devices via platforms such as ITVX, Netflix and Amazon Prime Video.
For advertisers, it blends the scale of TV with the targeting and measurement capabilities of digital media. (IAB.UK). Most CTV inventory sits across three main environments:
CTV is becoming increasingly difficult for advertisers to ignore. Mediaocean’s 2026 Advertising Outlook found that 63% of marketers plan to increase investment in CTV and digital video, making it one of the fastest-growing areas of media spend. (Mediaocean 2026 Advertising Outlook Report)
Viewer behaviour is shifting too. While linear TV still delivers unmatched scale for live viewing and national reach (45%) and shared cultural moments, streaming behaviour continues to increase across UK households. Recent Barb and Thinkbox data shows more streaming content is now being watched on the TV screen itself, particularly among younger audiences, strengthening CTV’s role within modern media plans.
CTV combines television advertising with the targeting and measurement capabilities of digital media. Here’s why more brands are building it into their media plans.
Compared to traditional broadcast TV, CTV offers advertisers more flexible entry points and lower minimum spends, making TV advertising more accessible for a wider range of brands and budgets.
It also allows advertisers to target audiences more precisely using demographic, interest, behaviour and location data. While some premium platforms offer broader targeting options at higher costs, BVOD and AVOD platforms often provide a more cost-effective way to balance reach with audience precision.
As more platforms expand their advertising models, more brands now have greater access to streaming audiences within high-quality viewing environments, particularly on the TV screen itself where much of this content is still being consumed.
Ad-supported streaming continues to grow across platforms, with Amazon Prime Video currently leading the market with ad-supported viewers, however in January 2026, Netflix’s ad-tier subscription had grown by 14% (Deadline, 2026).
Linear TV still delivers the broadest national reach, but CTV can help advertisers build incremental reach among lighter TV viewers and audiences spending more time with streaming services.
With around 70% of UK households now subscribed to at least one streaming service, streaming platforms are becoming an increasingly important part of modern TV viewing habits (Statista, 2026). To maximise reach across evolving viewing habits, advertisers increasingly need a combination of linear TV and streaming platforms.
For brands new to TV advertising, that can feel complex. However, BVOD platforms such as ITVX and Channel 4 Streaming can offer a useful middle ground, combining broad reach with the flexibility of on-demand viewing and audience targeting, often with lower entry requirements than traditional TV.
Ultimately, CTV puts brands on the biggest screen in the home, reaches the audiences that matter and delivers more measurable results. While linear TV still plays an important role in national coverage and live viewing, CTV has become an increasingly valuable part of the wider media mix.
While CTV has become an increasingly valuable complementary channel within the wider media mix, linear TV remains the strongest foundation for national coverage and brand building.
For most advertisers, the opportunity is not about choosing between linear TV and CTV, but understanding how the two work together. Linear TV continues to deliver unmatched scale and mass awareness, while CTV helps extend reach into audiences who are watching less scheduled television. Used together, they allow brands to build broader coverage, improve frequency management and create a more complete view of modern TV audiences.
Ultimately, CTV is not replacing television advertising, it’s reshaping how it works. Linear TV still provides the strongest foundation for national reach and brand building, while CTV adds flexibility, audience precision and incremental reach among evolving viewing audiences. Together, they create a more effective and measurable modern TV strategy.
Thinking about where CTV fits within your media mix? Get in touch with the team at hello@weareboutique.co.uk
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