Addressable TV is often confused with Connected TV (CTV). Connected TV encompasses all content that can be digitally played through devices such as Smart TVs, streaming sticks, game consoles, and the like. Prominent examples include streaming services like Netflix or Amazon Prime, as well as TV channel on-demand libraries. Advertising on CTV is displayed when using these platforms and not within the linear television program, unless it is being streamed live through an on-demand service. Advertisements are shown before or during the streaming experience.