OTT vs. CTV: What’s the Difference?
OTT (Over-the-Top) and CTV (Connected TV) are both forms of digital streaming video advertising, but they describe different aspects of how video content is delivered and consumed. Because the terms are often used interchangeably, understanding the distinction can help businesses choose the right strategy for reaching their target audience.
OTT Streaming Video
OTT, or Over-the-Top, refers to video content delivered over the internet instead of through traditional cable, satellite, or broadcast television. OTT content can be watched on a wide variety of devices, including smartphones, tablets, desktop computers, smart TVs, gaming consoles, and streaming devices. Popular streaming services such as Netflix, Hulu, Disney+, and other ad-supported platforms are examples of environments where OTT content can be delivered.
From a digital marketing perspective, OTT advertising allows businesses to reach audiences beyond traditional television. Advertisers can use audience and behavioral data to target specific demographics, interests, geographic areas, and other characteristics. Because OTT can reach viewers across multiple types of devices, it provides flexibility for campaigns designed to increase brand awareness, reach specific audiences, or complement other digital advertising efforts.
CTV Streaming Video
CTV, or Connected TV, refers specifically to television screens that are connected to the internet and capable of streaming digital content. This includes smart TVs as well as traditional televisions connected to devices such as Roku, Amazon Fire TV, Apple TV, or other streaming platforms. CTV advertising therefore represents a more specific portion of the overall OTT ecosystem: the video is streamed over the internet, but the viewer is watching it on a television screen.
For advertisers, CTV provides an experience that is similar to traditional television while offering many of the targeting and measurement capabilities associated with digital advertising. Businesses can reach households and specific audiences based on factors such as location, demographics, interests, and viewing behavior. CTV can be particularly effective for brand-building campaigns because ads are presented on a large screen in a familiar television environment, while digital targeting and reporting provide greater insight into campaign performance.