Insights
November 24, 2025
CTV vs linear TV: What's the difference? (Q4 2025)
Table of Contents
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43.8%
Streaming TV share of viewing
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72.4%
TV viewing that is ad-supported
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56%
Marketers increasing CTV spend
Connected TV (CTV) and linear TV represent fundamentally different approaches to delivering video content to viewers. Linear TV follows traditional broadcast and cable schedules where programming airs at fixed times, while CTV delivers content through internet-connected devices on demand. As of March 2025, streaming (the content delivered through CTV) represents 43.8% of all US television viewing time, up 10 percentage points in just two years according to Nielsen. This shift reflects a fundamental change in how Americans access and consume video content.
The advertising implications of this transition are significant. CTV offers targeting, measurement, and buying capabilities that linear television cannot match. Advertisers can reach specific households based on viewing behavior, demographics, and interests rather than relying on broad program-level demographic assumptions. Meanwhile, linear TV retains advantages in live content and simultaneous mass reach that CTV continues working to replicate.
For advertisers navigating this evolving landscape, understanding the distinctions between CTV and linear TV has become essential for effective media strategy. The channels increasingly complement rather than compete, with 56% of global marketers planning to increase CTV spending in 2025 while linear television remains important for reach and brand building.
Breaking down the numbers
The data reveals CTV's growing dominance and the evolving relationship between delivery methods:
Streaming TV share: 43.8% of all US TV viewing time as of March 2025 (Nielsen)
Growth rate: 10 percentage point increase in streaming share over two years (Nielsen)
Ad-supported viewing: 72.4% of US TV viewing time is ad-supported across all platforms (Nielsen)
Streaming ad share: 42.4% of ad-supported viewing comes from streaming platforms (Nielsen)
Marketer adoption: 56% of global marketers plan to increase CTV spending in 2025, up from 53% in 2024 (Nielsen)
CTV household penetration: 87% of US households have at least one CTV device (eMarketer)
Measurement gap: Only 32% of global marketers measure media holistically across digital and traditional channels (Nielsen)
Viewer preference: 57% of viewers prefer CTV ads over traditional linear TV ads (MNTN)
The rapid shift toward streaming has accelerated advertising opportunity migration. Linear television's share of viewing continues declining, though it retains meaningful audience share, particularly for live events and older demographics.
The measurement gap represents a significant challenge for advertisers. With only 32% measuring holistically across linear and CTV, most campaigns lack complete visibility into performance across the full television ecosystem. This gap is even more pronounced in Latin America (29%) and Europe (23%).
What is linear TV?
Linear TV refers to traditional television delivery where content broadcasts according to fixed schedules on specific channels. Viewers watch programming when it airs or record it for later viewing through DVR. This category includes both broadcast networks (ABC, NBC, CBS, Fox) and cable channels (ESPN, CNN, HGTV, Discovery).
The linear model has defined television for decades. Networks program content in specific time slots, building audiences through scheduling strategies like lead-ins and tentpole programming. Viewers know that a particular show airs at a particular time, creating appointment viewing habits that supported predictable audience measurement.
Advertising on linear TV works through commercial breaks inserted into programming. Advertisers purchase time based on projected ratings, paying for exposure to households tuned to specific channels during specific dayparts. The buying process typically involves upfront commitments, scatter market purchases, and negotiated rates based on audience delivery.
Linear TV excels at simultaneous mass reach. When a major event broadcasts live, millions of viewers watch together in real time. This simultaneity creates shared cultural moments that on-demand viewing cannot fully replicate. Major sports events, award shows, and breaking news continue driving linear viewership even as overall linear share declines.
The measurement model for linear relies on panel-based sampling, typically from Nielsen's National People Meter panel. This methodology provides ratings that translate viewership into advertising currency, though the sample-based approach cannot match the precision of digital measurement.
Content discovery on linear TV happens through channel surfing, program guides, and network promotion. Viewers develop relationships with specific channels that match their interests, returning to trusted networks for reliable content. This channel loyalty creates opportunities for advertisers to reach consistent audience segments through strategic network selection.
The economic model of linear TV depends on advertising revenue for broadcast networks and a combination of advertising and carriage fees for cable networks. This dual revenue stream has sustained cable networks as viewership declined, though cord-cutting increasingly threatens the carriage fee component. The business pressures on linear networks affect content investment and ultimately the audience value available to advertisers.
What is connected TV?
Connected TV encompasses any television that accesses video content through internet connectivity. This includes smart TVs with built-in streaming capabilities, streaming devices (Roku, Amazon Fire TV, Apple TV), gaming consoles (PlayStation, Xbox), and other internet-connected hardware delivering content to television screens.
The CTV ecosystem delivers streaming content from services like Netflix, Hulu, Disney+, Amazon Prime Video, YouTube, and numerous FAST (Free Ad-Supported Streaming TV) channels. Viewers access content on demand, choosing what to watch when they want rather than following broadcast schedules. This fundamental shift gives viewers control over their viewing experiences.
CTV advertising leverages the digital infrastructure underlying content delivery to enable sophisticated targeting and measurement. Rather than buying time slots on channels, advertisers can target specific households based on demographic profiles, viewing behavior, purchase history, and other data signals. This targeting precision represents a dramatic improvement over linear TV's broad demographic assumptions.
The buying model for CTV often uses programmatic technology similar to digital advertising. Real-time bidding, audience segment targeting, and frequency management apply the efficiency of digital advertising to the big-screen television experience. Self-serve platforms make CTV advertising accessible to advertisers of all sizes, democratizing TV advertising access.
Measurement on CTV operates at the household or device level rather than through statistical sampling. Advertisers can track exactly which households received impressions, measure completion rates, and increasingly connect ad exposure to downstream actions through attribution partnerships.
Content discovery on CTV relies heavily on algorithmic recommendations that surface programming based on viewing history and preferences. This personalized discovery means different viewers see different content surfaces, creating both opportunity and challenge for advertisers. Reaching specific audiences through content alignment requires understanding how recommendation algorithms work across different platforms.
The economic models supporting CTV vary by platform. Subscription services like Netflix rely on subscriber fees, though ad-supported tiers increasingly contribute revenue. FAST channels like Tubi, Pluto TV, and Roku Channel operate entirely on advertising, creating inventory specifically designed for commercial insertion. This variation affects both inventory availability and viewer expectations around advertising.
Key differences for advertisers
The distinctions between CTV and linear TV affect every aspect of advertising strategy, from planning through measurement.
Targeting precision differs dramatically. Linear TV targeting relies primarily on program selection to reach desired demographics. An advertiser wanting to reach women 25-54 buys time on programs that index well for that demographic. CTV enables household-level targeting using data beyond program affinity, including viewing history, demographic data, and third-party data segments.
Buying flexibility favors CTV for most advertisers. Linear TV typically requires significant minimum commitments, advance planning through upfront markets, and relationships with networks or agencies. CTV offers self-serve buying platforms with lower minimums. Platforms like Adwave enable campaigns starting at $50, making television advertising accessible to local businesses and small advertisers.
Creative requirements have begun converging. Historically, TV advertising required expensive production to meet broadcast quality standards. AI-powered creative tools now enable professional TV commercial creation without traditional production budgets, though high production values remain important for premium placements on both linear and CTV.
Measurement and attribution strongly favor CTV. Linear TV measurement relies on panel-based ratings that estimate viewership. CTV tracks actual ad delivery at the household level and increasingly supports conversion tracking through to website visits and purchases. This accountability makes CTV more defensible in budget discussions.
Geographic targeting works differently. Linear TV operates through Designated Market Areas (DMAs), requiring advertisers to purchase entire markets. CTV enables geographic targeting at the ZIP code or even address level, making it practical for local businesses to advertise on television without paying for wasted reach.
When to use linear TV
Despite CTV's growth, linear TV retains meaningful advantages in specific contexts that warrant continued investment.
Live sports and events remain linear TV's strongest use case. Major sporting events, award shows, and breaking news draw audiences that want the shared experience of watching together in real time. The Super Bowl, Olympics, and major championship games generate ratings that streaming cannot yet match for single events.
Simultaneous mass reach for time-sensitive campaigns favors linear. When advertisers need to reach many people at once (product launches, sale announcements, political advertising), linear TV's broadcast model delivers concentrated exposure efficiently.
Older demographics still over-index on linear viewing. Adults 65+ spend significantly more time with linear television than streaming. Campaigns specifically targeting older audiences may achieve better reach efficiency on linear.
Brand safety is inherently strong on linear TV. All content meets broadcast standards, eliminating brand adjacency concerns that can complicate digital and CTV campaigns.
Reach extension for CTV-heavy campaigns benefits from linear TV. Viewers who don't stream, or stream minimally, require linear TV to achieve comprehensive reach. Hybrid campaigns using both channels typically achieve broader reach than either channel alone.
Established relationships and buying patterns favor linear for some advertisers. Organizations with long-standing network relationships and upfront commitments may find linear TV easier to execute. The familiarity of linear buying processes reduces friction for advertisers accustomed to traditional television.
Content sponsorship and integration opportunities often work better on linear. Branded content partnerships, title sponsorships, and deep integrations are more established on linear networks than streaming platforms. Advertisers seeking association with specific programs or events may find more developed options in linear TV.
When to use CTV
CTV has become essential for modern advertising strategies, particularly for campaigns prioritizing efficiency, targeting, and accountability.
Younger demographics require CTV. Viewers under 50 spend the majority of their TV time on streaming platforms. Campaigns targeting millennials and Gen Z cannot achieve adequate reach through linear TV alone.
Local business advertising works better on CTV. The ability to target specific geographic areas without paying for entire DMAs makes CTV practical for businesses with limited geographic footprints. A restaurant can target households within 10 miles rather than paying for a metropolitan area.
Performance marketing objectives favor CTV's accountability. Attribution capabilities that connect ad exposure to website visits, conversions, and sales enable optimization approaches impossible on linear TV.
Budget-constrained campaigns benefit from CTV's accessibility. Lower minimums and self-serve platforms enable testing and scaling that linear TV's commitment structure doesn't accommodate.
Sequential messaging and frequency management work better on CTV. The ability to control how many times specific households see ads enables storytelling campaigns and prevents overexposure that wastes budget.
A/B testing and optimization benefit from CTV's digital infrastructure. The ability to test different creative versions, targeting approaches, and messaging simultaneously enables rapid learning that linear TV's static buying cannot support. Data-driven advertisers can continuously improve performance through controlled experimentation.
Retargeting and cross-device strategies integrate naturally with CTV. Because CTV operates on digital infrastructure, campaigns can connect to broader digital marketing efforts. Viewers who see CTV ads can be retargeted on other devices, creating cohesive customer journeys across screens.
How to take advantage of both channels
Advertisers maximizing television's potential increasingly combine CTV and linear TV strategically:
Use linear for reach, CTV for frequency: Build broad awareness through linear TV's mass reach, then reinforce with targeted CTV impressions to increase frequency among high-value households.
Start with CTV, scale to linear: Test creative and messaging on CTV with lower budgets, then expand successful campaigns to linear TV for broader reach.
Allocate by audience: Skew CTV-heavy for younger targets, linear-heavy for older demographics, optimizing reach efficiency for each segment.
Deduplicate where possible: Use measurement partners that provide cross-platform reach to understand true incremental reach from each channel.
Match creative to context: Shorter, more targeted creative for CTV; broader messaging for linear TV's mass audience.
Prioritize measurement: Invest in cross-platform measurement to close the 68% gap and understand holistic campaign performance.
The convergence of linear and CTV continues blurring traditional boundaries. Many viewers watch both, and many platforms now offer both linear-style channels and on-demand content.
Consider creative format differences: CTV often supports interactive elements and QR codes that linear TV cannot accommodate. Plan creative that leverages CTV's digital capabilities while maintaining effectiveness on linear if using both channels.
Track incrementality across channels: Understanding which channel delivers truly incremental reach versus overlapping exposure enables more efficient budget allocation. Deduplicated reach measurement reveals the true contribution of each channel.
Stay current on platform evolution: The CTV landscape changes rapidly as platforms add features, adjust ad loads, and modify targeting options. Regular evaluation ensures strategies leverage current capabilities rather than outdated assumptions.
Why it matters for your business
The CTV versus linear TV distinction affects marketing strategy regardless of which channels you currently use for advertising.
Understanding the ecosystem enables better budget allocation. As viewership continues shifting toward streaming, advertising budgets should follow audiences. The 43.8% streaming share and 56% marketer spending increase indicate where attention and investment are heading.
The targeting and measurement advantages of CTV represent competitive advantages for advertisers who leverage them. Brands still relying exclusively on linear TV increasingly miss younger audiences and lack the optimization capabilities that CTV enables.
Access to television advertising has democratized through CTV. Small businesses that could never afford linear TV minimums can now reach television audiences through streaming TV advertising platforms with $50 minimums. This accessibility shift creates opportunities for businesses previously excluded from TV advertising.
The measurement gap creates opportunity for advertisers who solve it. With only 32% measuring holistically, marketers who achieve cross-platform visibility gain insights that competitors lack. Understanding total reach and frequency across linear and CTV enables optimization that siloed measurement cannot support.
The bigger picture
CTV and linear TV represent different technological approaches to the same fundamental proposition: reaching audiences through the largest screen in their homes. Both deliver video advertising in contexts that command attention and build brands.
The trajectory favors CTV. Streaming's 10-point share gain in two years indicates sustained momentum that shows no signs of reversing. Younger viewers who grew up with streaming will carry those preferences throughout their lives, while older linear viewers gradually age out of the market.
Linear TV isn't disappearing. Live content, simultaneous reach, and specific demographic segments sustain linear's relevance. The channels increasingly complement rather than compete, with most sophisticated advertisers using both strategically.
The advertising infrastructure supporting both channels continues advancing. Linear TV measurement is incorporating more digital elements, while CTV measurement increasingly meets the accountability standards that digital advertising established. This convergence will eventually create more unified buying and measurement across the television ecosystem.
For advertisers, the strategic imperative is clear: understand both channels, use each for its strengths, and measure comprehensively across the full television landscape.
Frequently asked questions
What is the main difference between CTV and linear TV?
The fundamental difference is content delivery method. Linear TV broadcasts programming on fixed schedules through cable, satellite, or antenna, while CTV delivers content through internet connectivity on demand. This difference affects everything from how viewers access content to how advertisers target, buy, and measure campaigns.
Is CTV better than linear TV for advertising?
Neither is universally better. CTV offers superior targeting, measurement, and accessibility, making it better for performance-focused campaigns, younger audiences, and budget-constrained advertisers. Linear TV excels at live events, simultaneous mass reach, and older demographics. Most effective strategies combine both channels.
How much does CTV advertising cost compared to linear TV?
CTV minimums are typically much lower than linear TV. Platforms like Adwave enable CTV campaigns starting at $50, while linear TV often requires thousands in minimum commitments. CPMs vary by targeting and inventory quality, but CTV's lower barriers make it accessible to advertisers of all sizes.
Do I need to choose between CTV and linear TV?
No, most sophisticated advertisers use both channels strategically. CTV's strengths in targeting and measurement complement linear TV's mass reach and live content advantages. The optimal mix depends on campaign objectives, target audience, and budget.
What percentage of TV viewing is streaming vs linear?
As of March 2025, streaming represents 43.8% of US TV viewing time, with linear (cable and broadcast combined) representing the remainder. This balance continues shifting toward streaming, with streaming's share increasing 10 points in the past two years.
Supporting data
The CTV versus linear comparison draws from authoritative industry sources:
Nielsen streaming measurement: 43.8% streaming share, 72.4% ad-supported viewing, 42.4% streaming ad share (Nielsen)
Nielsen Annual Marketing Report: 56% marketer spending increase plans, 32% holistic measurement (Nielsen)
eMarketer CTV penetration: 87% household device penetration
MNTN viewer research: 57% viewer preference for CTV ads
These sources provide consistent perspective on the evolving relationship between CTV and linear TV in the television ecosystem.
Nielsen's measurement data provides the industry's most authoritative view of how Americans spend their television viewing time. The Gauge report tracks viewing across all television content monthly, enabling trend analysis that reveals the pace and direction of the streaming transition.
The Annual Marketing Report surveys marketers globally about spending intentions and measurement practices. The 56% planning to increase CTV spending and 32% measuring holistically provide insight into advertiser behavior and capability gaps that affect competitive positioning.
Industry research from sources like eMarketer and advertising platforms provides complementary perspective on device penetration, viewer preferences, and advertising effectiveness. The consistency across sources strengthens confidence in the overall narrative of CTV growth and linear decline.
Ready to get started?
Television advertising doesn't require choosing between CTV and linear. For most advertisers, CTV offers the most accessible entry point with lower minimums, better targeting, and clearer measurement. Adwave makes it simple to launch streaming TV campaigns starting at just $50, with access to 100+ premium channels. Whether you're testing television advertising for the first time or expanding existing campaigns, CTV provides the flexibility to start small and scale based on results.