CTV has experienced significant growth in recent years due to its benefits. There are several key players in this market, each with a unique and essential role in the industry. The players that make up the CTV ecosystem can be divided into four major groups:

The first group is made up of participants with whom the user interacts directly at some point in relation to Internet services or CTV-related devices. These include:

Telecommunications companies

Telecommunications companies are firms that provide telecommunications services such as fixed-line and mobile telephony, internet, cable, or satellite television, among others.

These companies use a wide range of technologies to deliver their services, including fiber-optic networks, satellites, transmission towers, and mobile devices. They also develop and use advanced software and hardware to provide services such as video conferencing, email, and messaging.

These companies play a significant role in CTV, as they provide a crucial platform for communication and access to information. They also offer a wide variety of services to businesses and organizations, allowing them to enhance their efficiency and competitiveness.

Smart TVs and smart devices

Smart TV manufacturers are companies that produce smart televisions. These TVs differ from conventional ones as they have a built-in operating system that enables them to connect to the internet and access a wide range of applications, such as Netflix, YouTube, and Amazon Prime Video, among others.

These manufacturers collaborate with software and technology providers to ensure their smart TVs comply with the latest trends in terms of quality and usability. They also work with content companies to offer a broad selection of programming to their customers.

Some of the well-known manufacturers of Smart TVs include Samsung, LG, Sony, Hisense, and TCL, among others. These manufacturers offer a wide range of options to meet the needs of a variety of customers, including different screen sizes, image quality features, and prices.

We can also find manufacturers of devices for accessing CTV content, allowing traditional or smart TVs to connect to online services via their proprietary operating systems (with their own hardware). Examples include Apple TV, Amazon Fire TV, Roku, Google Chromecast, etc.

Video game consoles

Video game consoles have evolved over time and have incorporated new technologies to enhance the gaming experience. One of these innovations is streaming on Connected TV, which allows users to stream games online directly from their consoles to their internet-connected televisions.

The relationship between video game consoles and streaming on Connected TV is close, as both technologies complement each other and provide a more complete gaming experience. With streaming on Connected TV, users can play online games with others worldwide and enjoy high-definition graphics and sound quality on their televisions.

Additionally, video game consoles offer a wide selection of online games that users can download or purchase online. These games can be streamed directly to their internet-connected televisions through the streaming on Connected TV feature.

Streaming on Connected TV has revolutionized the way users play games online and has improved the gaming experience by enabling smooth game streaming from video game consoles to internet-connected televisions.

Streaming Platforms (OTT)

Streaming service platforms allow access to a vast amount of online multimedia content, including movies, series, music, video games, and more, via the internet. These platforms have become a popular form of entertainment in recent years and are available on various devices, including mobile phones, tablets, televisions, and computers. They allow instant video streaming to mobile devices (smartphones and tablets), the web, and television using devices like Chromecast, AppleTV, and Amazon Fire TV, as well as Smart TVs.

In the context of CTV, OTT or video streaming service platforms participate through applications that users can find or download from the built-in operating systems or app stores integrated into Smart TVs or devices for CTV connection.

Video streaming service platforms via CTV apps can be classified into two categories:

Subscription Video on Demand (SVOD)

Examples of this category include Amazon Prime Video, Apple TV, Disney+, Netflix, Paramount+, Vix+, HBO+, etc. Accessing this content typically requires a monthly subscription fee.

Advertising-based Video on Demand (AVOD)

This category includes platforms like Pluto TV, VIX, YouTube, Canela, Twitch, Samsung TV Ads, and Globoplay, among others. Accessing content may require user registration to access the content for free, with the understanding that they will view ads to consume the content.

Both options can include single-payment service models to access specific content, such as movies and events.

Additionally, access to scheduled content from television stations is included in this category, known as Free Ad Supported Streaming TV (FAST). This service involves streaming TV programs without paying a subscription fee. It is an advanced version of traditional television broadcasting via internet-connected devices, or CTV.

In the OTT service offering, there is a "hybrid model" that integrates subscription services, ad-supported services, a one-time payment model, and access to scheduled content. YouTube is an example of a hybrid OTT model, offering alternatives for user-generated content, content from other streaming video providers, and its own content.

OTT services mainly feature content produced for specific markets, and in recent times, television companies have integrated into CTV offerings by incorporating local content through services like VIX+, Globo, América Televisión, and Caracol TV.

As part of the expected evolution of CTV in Latin America, it is imminent that the number of companies generating local content will increase significantly, contributing significantly to the growth of CTV in Latin America.

Advertising Generators, Buyers, and Sellers

This group consists of actors involved in advertising generation, buying, selling, and delivery.

• Advertisers: Those who buy and sell advertising.

• Advertising agencies and creative agencies: They formulate communication strategies and participate in the design and production of advertising content.

• Publishers: Entities that market their own or third-party advertising space.

• Media agencies: Media agencies handle all tasks related to advertising, from market research to the execution of advertising campaigns. They conduct studies on the target audience and consumption habits to determine the best media and schedules for ad placement. They also negotiate prices and conditions with the media and oversee the production and dissemination of ads.

Media agencies act as intermediaries between advertisers and media outlets. Their primary goal is to assist advertisers in planning, negotiating, and buying advertising space in the media, including television, radio, print, magazines, the internet, etc.

The purchase of inventories in CTV involves processes that mainly take place on automated platforms, using data originating from CTV operating systems and applications in conjunction with third-party data from multiple sources.

Tech Platforms

The fourth group consists of technology platforms that participate in automated processes involving the purchase and sale of advertising inventory.

Technology platforms for the purchase and sale of advertising inventory are online applications that allow advertisers and media owners to buy and sell advertising space in an automated and efficient manner. These platforms are known as "programmatic" and use algorithms and data to enhance the efficiency of real-time ad buying and selling.

The idea behind these platforms is to simplify and make the process of buying and selling advertising space more efficient. Previously, these processes were very manual and required a significant amount of time and resources. With programmatic technology, advertisers can automate ad buying and adjust their strategy in real-time based on results.

Additionally, these platforms also enable media owners to monetize their advertising inventory more effectively, potentially increasing their advertising revenue.