CTV vs Linear TV: What Advertisers and Broadcasters Need to Know in 2025

As the world of television continues to evolve, broadcasters and advertisers are facing a crucial decision: whether to invest in Connected TV (CTV) or stick with the traditional model of Linear TV. With the rise of digital platforms and changing viewer habits, understanding the differences between these two types of television is more important than ever. In this article, we will break down the key points advertisers and broadcasters need to know about CTV vs Linear TV in 2025.

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Redefining Linear TV in 2025

In the past, Linear TV referred strictly to content delivered via broadcast, cable, or satellite with programming scheduled at fixed times. Today, linear content can also be streamed over the internet, through platforms like YouTube TV, Pluto TV, or FAST (Free Ad-supported Streaming TV) channels.

So in 2025, linear TV refers more to how the content is structured (pre-scheduled, continuous programming) rather than how it’s delivered (cable vs internet).

Linear TV includes:

• Traditional broadcast and cable channels
• Internet-delivered live channels (e.g., Sling TV, Tubi Live TV, Samsung TV Plus)

Linear TV Examples:

• Watching the 8 PM news on NBC (via cable or streaming app)
• Tuning in to a live football game on ESPN via YouTube TV
• Streaming scheduled programming on Pluto TV

What is Connected TV (CTV)?

Connected TV (CTV) refers to any television connected to the internet to access digital content. This includes smart TVs or standard TVs connected via streaming devices like Roku, Apple TV, Fire TV Stick, or game consoles. CTV allows users to stream both on-demand and live content via apps such as Netflix, Hulu, YouTube, and many others.

In this model, the emphasis is on the device and user experience, offering more control and interactivity for viewers.

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CTV vs Linear TV: Key Differences in 2025

Even though both CTV and linear TV content can be streamed online, they still offer different viewer experiences, advertising models, and measurement approaches.

The key difference is that CTV delivers content via the internet on smart TVs or streaming devices, allowing viewers to watch on-demand or streamed content, while linear TV delivers content through traditional broadcast, cable, or satellite channels, following a fixed schedule.

CTV Viewership Trends in 2025

CTV viewership continues to rise in 2025. Over 70% of U.S. households now own at least one connected TV device. Younger audiences spend more time streaming on CTV platforms than watching traditional or scheduled programming.

Key drivers of CTV growth:

• Rise of on-demand content and flexible viewing habits
• Expansion of FAST and AVOD platforms
• Better targeting and real-time performance tracking

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Why the Shift from Linear TV to CTV?

With the rapid rise in CTV viewership, more viewers are moving away from traditional linear TV. Several factors are driving this shift:

• On-Demand Content: The ability to watch content anytime, anywhere, is a major appeal of connected TV. Viewers no longer need to plan their schedules around TV broadcasts.
  
• Ad Avoidance: Many streaming platforms on CTV offer ad-free or ad-skipping options, reducing viewer exposure to traditional TV ads.
  
• Data-Driven Ads: With CTV, advertisers can use data to serve more relevant ads, improving engagement and effectiveness.
  
• Cost-Effectiveness: For broadcasters, offering content via CTV can be more cost-effective in the long run, as it reduces the need for expensive physical infrastructure.

Linear TV in 2025: Still Relevant?

Despite CTV’s growth, linear TV remains relevant:

• Live Events: Sports, awards shows, and breaking news still dominate.
• Mass Reach: Strong with older demographics and passive viewers.
• Content Licensing: Many top shows and events are licensed for linear distribution only.
• Legacy Viewing Habits: Many households still rely on cable or scheduled channels.

However, traditional linear TV suffers from limited ad targeting and delayed performance metrics.

Linear TV vs Connected TV: The Future of Advertising

1. Linear TV Ads: Reach and Effectiveness

While linear TV ads still reach a broad audience, the effectiveness of these ads is diminishing in an era of ad-blockers and on-demand streaming. However, linear TV still holds an advantage when it comes to live events. Sports, news, and major events still attract large audiences who are more likely to watch commercials as part of the experience.

2. Connected TV Ads: Precision and Data

In contrast, CTV ads are increasingly valuable to advertisers looking for precise targeting. With CTV performance tracking, advertisers can measure engagement and effectiveness in real-time, adjusting campaigns as needed to maximize impact. Moreover, the growing number of viewers watching TV content through streaming platforms provides a huge opportunity for advertisers.

As CTV viewership continues to increase, advertisers can use behavioral data to segment their audience into smaller, more targeted groups. This ensures that viewers see ads that are relevant to them, leading to higher engagement rates.

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Linear TV vs Streaming: Which is Better for Advertisers?

Linear TV has long been considered the gold standard for brand awareness due to its broad reach. However, with the increasing number of people cutting the cord and turning to streaming, the traditional model is showing signs of weakness.

Streaming provides advertisers with better targeting options and performance tracking. With the growing trend of streaming platforms, content creators and advertisers now have more control over their advertising spend and can make more informed decisions.

Key Takeaways for Broadcasters and Advertisers in 2025

• Linear TV vs Connected TV: In 2025, connected TV is gaining more ground as viewers increasingly prefer on-demand content. Broadcasters must adapt to this shift if they want to stay competitive.
  
• Ad Targeting: Advertisers should prioritize CTV if they want to engage with a more targeted audience. The data-driven nature of CTV ads makes them more effective compared to traditional linear TV ads.
  
• Viewer Habits: With a growing CTV viewership, broadcasters should consider shifting some of their efforts from linear TV to streaming platforms to reach a younger, more tech-savvy audience.

Conclusion

In 2025, the lines between Connected TV vs Linear TV are blurred but not erased. Both can be streamed, but they offer distinct viewer experiences and ad opportunities. CTV viewership is rising, offering advertisers powerful tools. Meanwhile, linear content — especially when live — still has a place in every media mix.

Advertisers and broadcasters who understand these differences will better engage audiences and optimize their media budgets.

Want help transitioning to digital broadcasting or launching your own CTV channel?

Our team at OTTclouds supports content distributors and broadcasters with end-to-end OTT and FAST channel solutions. We provide scalable infrastructure, audience analytics, and monetization tools to help you succeed in today’s hybrid TV environment.

Contact us to learn more.