{"id":37591,"date":"2021-04-06T13:54:30","date_gmt":"2021-04-06T20:54:30","guid":{"rendered":"https:\/\/www.kochava.com\/?p=37591"},"modified":"2025-10-01T15:59:20","modified_gmt":"2025-10-01T22:59:20","slug":"what-is-the-difference-between-ott-and-ctv","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/what-is-the-difference-between-ott-and-ctv\/","title":{"rendered":"What is the Difference Between OTT and CTV?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Understanding how to use these popular acronyms<\/h2>\r\n[\/vc_column_text][divider line_type=”No Line”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]The advanced television ecosystem has opened up the advertising space, creating more content for users to watch, and thus, a wider audience for advertisers to market to.\r\n\r\nFor those users, watching a show or movie is as simple as turning on a viewing device and clicking a few buttons. However, for advertisers, knowing where, when, and how to serve ads on over-the-top (OTT) content through connected TV (CTV) devices becomes more complex. To simplify it, let\u2019s begin by defining these terms.\r\n

What is the difference between OTT and CTV?<\/h3>\r\nAdvanced TV is confusing enough. Adding more acronyms into the marketing space doesn\u2019t help clarify the concept. From a survey done by Brand Innovators<\/a>, it is clear that there are different interpretations of these terms.\r\n\r\nWhen given varied definitions of OTT and CTV, survey respondents failed to agree on one clear definition. Only 39% of respondents answered correctly when asked what CTV meant. While only 14% of respondents accurately agreed on an OTT definition.\r\n\r\nUnderstandably, there needs to be more education around OTT and CTV to help explain the advanced TV space and aid in the adoption of more beneficial OTT advertising.\r\n

What is advanced TV?<\/h3>\r\nAdvanced television refers to all TV formats outside of the linear TV buying space and includes OTT and CTV. The advancements of how TV is viewed, when it\u2019s viewed, and where it\u2019s viewed have not only changed the user\u2019s television experience but have also improved the targetability and addressability of TV advertising.\r\n

What is OTT?<\/h3>\r\nThe term OTT refers to television and film content streamed \u201cover the top\u201d of the internet directly to viewers, rather than through traditional broadcast, cable, or satellite mediums. Mobile devices, tablets and event desktops & laptops can stream content “over-the-top” from apps or websites.\r\n

What is CTV?<\/h3>\r\nCTV describes TVs that are either directly internet-enabled (e.g., smart TVs) or devices that are plugged into a TV to stream content “over the top” of the internet\u2014think Amazon Fire, Roku, and Chromecast sticks, PlayStation, and Xbox gaming consoles, etc.).[\/vc_column_text][image_with_animation image_url=”37636″ image_size=”full” max_width=”75%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” margin_top=”50″ margin_bottom=”50″][vc_column_text]\r\n

Can you use them in a sentence?<\/h3>\r\nKnowing what OTT and CTV mean is one thing. Knowing how to use them in conversation is another. Being able to correctly communicate these terms will not only help with your understanding but it will also help educate others. For example:\u00a0<\/span>\r\n\r\nUse OTT when it doesn\u2019t matter what device is being used.\r\n<\/span>I\u2019m subscribed to three different OTT services.<\/em>\r\n\r\nUse CTV when talking about Smart TVs and streaming devices that connect to TVs.\r\n<\/span>My connected TV disconnected while watching my favorite show.<\/em>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1617817551219{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 30px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;border-left-color: #03b3e3 !important;border-left-style: solid !important;border-right-color: #03b3e3 !important;border-right-style: solid !important;border-top-color: #03b3e3 !important;border-top-style: solid !important;border-bottom-color: #03b3e3 !important;border-bottom-style: solid !important;}”]\r\n

Streaming sports on YouTube on a smartphone is <\/span>OTT<\/b> but not CTV<\/span><\/i>. Streaming the news through Peacock on a smart TV is both <\/span>OTT<\/b> and <\/span>CTV<\/b>.<\/span><\/p>\r\n[\/vc_column_text][vc_column_text css=”.vc_custom_1618421619376{padding-top: 20px !important;}”]\r\n

Continuing your OTT\/CTV journey<\/h3>\r\nFor advertisers, knowing the difference between OTT and CTV is essential in avoiding confusion and formulating a holistic marketing strategy. Dive deeper into the OTT\/CTV space and learn more about how to utilize OTT\/CTV advertising by downloading the guide: <\/span>Over-the-Top and Connected TV: An Introduction<\/span><\/a>.<\/span>\r\n\r\nCheck out our next blog in the series: Bridging the CTV-Mobile Divide, to gain a better understanding of the user journeys on these platforms and how streaming services need to understand where their best users are really coming from.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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