By Frank Macek
Let’s unpack what CTV means, how it differs from traditional TV, and why it’s becoming the cornerstone of how local stations will survive—and thrive—in the streaming era.
In today’s rapidly evolving media landscape, the term “CTV” is popping up more frequently in conversations about television’s future. But what exactly is Connected TV, and why is it such a critical piece of the puzzle for local broadcasters like WKYC-TV?
CTV stands for Connected TV—televisions that connect to the internet to stream digital video content. This includes smart TVs with built-in internet access and devices like Roku, Amazon Fire TV, Apple TV, or game consoles like Xbox and PlayStation that connect regular TVs to the web. Through these platforms, viewers access streaming services like Netflix, YouTube, Hulu, Peacock—and yes, local news apps and FAST (Free Ad-Supported Television) channels, many of which carry content from local affiliates like WKYC Studios in Cleveland.
In short, CTV is how more and more people are watching television—on demand, on their own schedule, and on their own terms.
Traditional broadcast TV—what we call linear TV—is still a powerful medium. Millions still watch WKYC-TV over-the-air or via cable and satellite. But there’s no denying that the audience is shifting. Viewers, especially younger demographics, are increasingly cutting the cord and relying on streaming for news, entertainment, and live events.
According to Nielsen, nearly 40% of total TV usage in the U.S. is now through streaming, and CTV is leading the way. The implications are profound. Local stations can no longer think solely in terms of “6 p.m. newscasts” or “11 o’clock news.” Viewers want content when they want it and wherever they are—on smart TVs, phones, tablets, and laptops. This shift is why CTV matters so much.
It represents the intersection between traditional local storytelling and the digital expectations of modern audiences.
Millions of Americans no longer have cable TV. But that doesn’t mean they don’t care about what’s happening in their communities. CTV gives local stations like WKYC a direct digital pipeline to these audiences. By developing apps, launching streaming channels, or placing newscasts on platforms like Roku or Fire TV, local broadcasters meet viewers where they are.
CTV is ad-supported. And while it doesn’t yet command the same advertising dollars as traditional TV, the growth curve is steep. Advertisers are shifting budgets toward CTV for one simple reason: targetability. CTV allows for more personalized ads based on viewer demographics, behavior, and location—something traditional broadcasting simply can’t do. For stations like WKYC-TV, that means new opportunities for ad sales, new partnerships, and ultimately, sustainability in a changing market.
With CTV, stations are no longer confined to the 30-minute format. They can experiment with bite-sized local segments, lifestyle shows, documentaries, and on-demand investigative pieces. WKYC’s digital newscasts like our expanded "3 News Go!" from 7-9a on WKYC+ or community-focused features can live alongside live newscasts on digital platforms—creating a deeper, more flexible connection with Northeast Ohio audiences.
As viewership habits evolve, so must the platforms delivering content. CTV allows WKYC to extend its trusted brand beyond the living room TV set. Whether it’s a morning update on a Roku device or a weather alert on a phone, being present across connected screens ensures that the WKYC name remains relevant for the next generation of viewers.
Forward-thinking station groups like TEGNA (WKYC’s parent company) are already deep into this transition. TEGNA has launched dedicated streaming channels for many of its local stations, built out proprietary apps, and partnered with platforms like VUit, Local Now, and YouTube TV.
At WKYC-TV, the commitment to CTV is clear. The station’s “3News” brand is available across multiple digital platforms—from on-demand clips to full-length newscasts, original series, weather segments, and live breaking coverage. The station has also leaned into social-first and mobile-first storytelling, often previewing or extending stories through streaming and digital channels.
If you haven’t explored your local news on a CTV device, it’s worth checking out. Whether you’re using a Roku, Fire TV, or Apple TV, search for “WKYC,” “3News,” or the TEGNA streaming channel. You’ll find everything from live newscasts to special features and even exclusive digital content not shown on traditional airwaves.
For viewers who have cut the cord or never had cable to begin with, CTV is the easiest way to stay informed and connected with your local community—without a subscription fee or set viewing schedule.
As technology evolves, so too must the local TV station model. What was once a single TV channel now needs to be an entire content ecosystem. That’s where CTV shines. For WKYC-TV and stations like it, CTV isn’t just another distribution method—it’s the future of local journalism, storytelling, and audience connection.
It ensures the legacy of local broadcasting continues in the digital age and gives broadcasters the tools to serve their communities better than ever.
In an era where trust in media is paramount, CTV allows stations like WKYC to bring local news directly into homes with the same credibility they’ve built for decades—now wrapped in a digital format that meets the modern moment.
So, the next time you turn on your smart TV, don’t just scroll through Netflix or Hulu. Look for your local station. Chances are, they’re right there—streaming live, on demand, and ready to keep you informed. That’s the power of Connected TV.
Stay connected with 3News on all major streaming platforms. Whether it’s news, weather, sports, or community stories—you’ll find it on Roku, Fire TV, and Apple TV. WKYC-TV is adapting for the future, and CTV is the channel that’s leading the way.