Converged TV FAQ: Linear and Connected TV Landscape in 2026

Converged TV is the term we use to describe the ever-evolving world of television, where traditional linear TV and connected TV come together to bring us a wide range of video content. This includes scheduled broadcasts, on-demand streaming, and viewing on internet-connected devices.

According to a report by EMARKETER, subscriptions make up a big chunk of the revenues generated by converged TV. In fact, cable TV bills have been on the rise, while streaming subscriptions have become more popular, surpassing traditional TV in terms of total subscription revenues.

You may be wondering about the difference between linear TV, CTV, and OTT. Linear TV is what we watch on traditional cable or satellite networks at set times, with ads shown on a fixed schedule. Connected TV, on the other hand, refers to digitally delivered ads on smart TVs or devices like Roku and Amazon Fire Stick. And OTT, or over-the-top, means streaming video that comes through the internet, available on any screen from your smartphone to your smart TV.

There are three main categories of OTT streaming services: SVOD like Netflix, Disney+, and HBO Max; FAST platforms like Pluto TV and The Roku Channel which are ad-supported; and vMVPDs like YouTube TV and Hulu + Live TV that offer live and on-demand content through internet-based bundles.

As viewers shift from traditional TV to streaming, linear TV ad spend is declining. Advertisers are drawn to the targeting capabilities and real-time optimization found in digital channels, and demand more than traditional ratings for their campaigns.

Streaming services are becoming a bigger part of the TV subscription revenue landscape, with live TV accounting for only half of US video subscription revenues by 2026. This shift is changing the way advertisers plan their strategies, with streaming taking center stage.

Some big players in the converged TV market include Netflix, Amazon Prime Video, and Hulu for streaming, while Amazon, Disney, Google, and Roku lead in CTV ad revenues. Measurement across converged TV remains fragmented, making it challenging for marketers to optimize their campaigns across platforms.

In 2026, marketers should focus on a streaming-first approach and tailor their channel selection to their specific campaign goals. With streaming services gaining popularity and changing the TV landscape, it’s crucial to adapt your advertising strategies to reach your target audience effectively.