Key takeaways
- OTT (Over-the-Top) refers to video content delivered over the internet rather than solely through traditional cable, satellite, or broadcast distribution.
- CTV (Connected TV) refers to internet-connected television devices used to watch streaming content on a TV screen.
- The simplest distinction is: OTT describes how video is delivered; CTV describes where and on what type of device it is watched.
- OTT can be watched across smart TVs, streaming devices, smartphones, tablets, computers, and other connected devices.
- CTV includes smart TVs and devices that connect a television to internet-delivered video services.
- For streaming providers, both concepts matter because a successful OTT strategy often requires delivering a consistent experience across CTV and other device environments.
OTT and CTV are closely related streaming terms, but they don't mean the same thing.
OTT describes video delivered over the internet, while CTV describes the connected television devices audiences use to watch streaming content on a TV screen.
The two terms often appear together because connected TVs have become an important way for audiences to consume OTT video. However, using them interchangeably can create confusion when discussing streaming technology, applications, advertising, and distribution.
Understanding the distinction is particularly useful for broadcasters, media companies, Pay TV operators, advertisers, and anyone building a multi-device streaming service.
So, what is the difference between OTT and CTV?
What is OTT?
OTT stands for Over-the-Top. It refers to video content delivered to viewers over the internet rather than solely through traditional cable, satellite, or broadcast distribution.
OTT is primarily about content delivery.
An OTT service can deliver:
- Video on Demand
- Live streaming
- Linear streaming channels
- Subscription content
- Advertising-supported content
- Transactional content
- Hybrid streaming services
Importantly, OTT isn't limited to the television screen.
Viewers can consume OTT content through:
- Smart TVs
- Connected TV devices
- Set-top boxes
- Smartphones
- Tablets
- Web browsers
This makes OTT a broad term covering internet-delivered video across multiple device types.
What is CTV?
CTV stands for Connected TV. It refers to a television or television-connected device that can access video content over the internet.
CTV is primarily about the device and viewing environment.
Common CTV devices include:
Smart TVs
Televisions with built-in internet connectivity and operating systems capable of running streaming applications.
Streaming media devices
Devices connected to a television that provide access to streaming applications and internet-delivered content.
Connected set-top boxes
Set-top boxes that combine television services with internet connectivity and streaming capabilities.
Other TV-connected devices
Other internet-connected hardware capable of delivering streaming video to a television screen may also form part of the wider CTV ecosystem.
The defining characteristic is that the viewer is consuming internet-delivered video through a connected television environment.
OTT vs CTV: what's the difference?
The easiest way to understand the difference is:
OTT describes how content reaches the viewer.
CTV describes a device environment where that content can be watched.
An OTT service might therefore have applications for mobile, web, and CTV devices.
A viewer watching that service through a smart TV is consuming OTT content on a CTV device.
Is a smart TV OTT or CTV?
A smart TV is a CTV device.
The streaming content delivered to an application on that television can be described as OTT.
For example, imagine a viewer opens a streaming application directly on their smart TV and starts watching a movie delivered over the internet.
In that scenario:
- The smart TV is the CTV device
- The internet-delivered video is OTT
This distinction helps explain why OTT and CTV are connected but not interchangeable.
Is a smartphone CTV?
No. A smartphone can be used to consume OTT video, but it isn't normally classified as CTV.
The same applies to tablets and laptop computers.
This demonstrates one of the biggest differences between the terms.
OTT extends beyond the TV screen. CTV specifically concerns connected television viewing.
A streaming provider targeting OTT audiences may therefore need to support both CTV and non-CTV devices.
How do OTT and CTV work together?
CTV is one of the environments through which OTT content reaches viewers.
A typical viewing journey might look like:
OTT service → Internet → CTV application → Connected TV → Viewer
The streaming provider manages the content and service, while the CTV application provides the interface through which viewers discover and watch that content on their television.
Behind the application, additional technology may handle:
- Content management
- Video processing
- DRM
- Authentication
- Entitlements
- Personalization
- Advertising
- Analytics
The viewer sees one application, but multiple technologies work together to deliver the experience.
OTT vs CTV advertising
The difference between OTT and CTV is also important when discussing advertising.
OTT advertising is a broad term for advertising delivered through internet-based streaming video.
Because OTT can reach multiple device types, OTT advertising may appear across television, mobile, web, and other streaming environments.
CTV advertising specifically refers to advertising viewed through connected television environments.
This distinction can matter for:
- Campaign targeting
- Inventory
- Ad formats
- Measurement
- Audience data
- Device strategy
For streaming providers, advertising also needs to work reliably alongside video delivery, applications, consent, and the overall viewer experience.
24i Advanced Advertising can support advertising as part of a wider streaming proposition.
Why CTV matters for OTT providers
Television remains an important screen for long-form entertainment, live events, sports, and other premium video.
But supporting CTV is more complex than simply taking a mobile application and displaying it on a larger screen.
Different operating systems
The connected TV ecosystem includes multiple platforms and operating systems.
Applications may need to support different technical requirements, certification processes, and release cycles.
Different user interfaces
TV applications are generally controlled using a remote rather than a touchscreen or mouse.
Navigation, search, content discovery, and playback controls therefore need to be designed specifically for a television experience.
Performance constraints
Connected TV devices vary significantly in processing power, memory, operating system versions, and technical capabilities.
Applications need to perform reliably across this fragmented environment.
Longer device lifecycles
Consumers may keep televisions for considerably longer than smartphones.
Streaming providers can therefore find themselves supporting both newer and older generations of TV hardware.
This makes CTV application management an important part of a broader OTT strategy.
OTT vs CTV vs VOD
OTT, CTV, and VOD are often discussed together, but each describes something different.
One streaming session can involve all three.
For example, a viewer selects an episode from an on-demand catalog using an application on a smart TV.
The episode is VOD, it is delivered via OTT, and it is watched on CTV.
What should an OTT platform support for CTV delivery?
A multi-device OTT platform needs more than basic video delivery to provide strong CTV experiences.
Multi-device applications
CTV platforms have different requirements, so operators need an effective strategy for building, configuring, updating, and maintaining their applications.
Content management
A centralized Content Management System (CMS) can help operators manage titles, metadata, artwork, collections, availability, and other content across different applications.
Video workflows
Reliable video workflows help prepare, process, protect, and deliver content to supported devices.
Personalization
Personalization can help viewers navigate large catalogs and find relevant content from the TV screen.
Monetization
OTT providers may need to support subscriptions, advertising, transactional models, or combinations of these approaches across CTV environments.
Data and analytics
Operators need visibility into viewer behavior, application performance, playback quality, and content engagement across devices.
Connecting these capabilities can make it easier to provide consistent OTT experiences while accounting for the specific requirements of CTV.
OTT and CTV within 24i Video Cloud
24i Video Cloud brings together content management, video workflows, personalization, monetization, applications, and data within a connected streaming ecosystem.
For broadcasters, media companies, OTT providers, and Pay TV operators, this approach can help manage streaming experiences across CTV and other devices without treating every application as a completely separate service.
Operators can:
- Manage content and metadata centrally
- Support video workflows across devices
- Personalize content discovery
- Support different monetization approaches
- Deliver and manage applications across TV and non-TV environments
- Connect audience and platform data
The modular approach also allows operators to integrate existing technologies where they continue to provide value.
The objective is to create a streaming foundation that supports the wider OTT service while addressing the specific application and user experience requirements of connected television.
Conclusion
The difference between OTT and CTV comes down to delivery versus device.
OTT (Over-the-Top) describes video delivered over the internet.
CTV (Connected TV) describes internet-connected television devices and environments where viewers can consume that video.
They overlap because CTV is an important way audiences watch OTT content, but OTT extends beyond the television screen to mobile devices, tablets, web browsers, and other connected environments.
For streaming providers, understanding both concepts is important when planning device coverage, applications, advertising, content delivery, personalization, and the overall viewer experience.
With 24i Video Cloud, operators can connect content management, video workflows, personalization, monetization, applications, and data within a modular streaming ecosystem built to support multi-device delivery.
Want to discuss your OTT and connected TV strategy? Talk to 24i.
FAQs
What is the main difference between OTT and CTV?
The main difference is that OTT describes how video is delivered, while CTV describes a device or viewing environment. OTT video is delivered over the internet and can be watched on many devices. CTV refers specifically to internet-connected television viewing.
What does OTT mean?
OTT stands for Over-the-Top and refers to video content delivered over the internet rather than solely through traditional cable, satellite, or broadcast distribution.
What does CTV mean?
CTV stands for Connected TV and refers to televisions or TV-connected devices capable of accessing internet-delivered video.
Is a smart TV a CTV device?
Yes. A smart TV with internet connectivity and access to streaming applications is a type of Connected TV.
Is CTV the same as streaming?
No. Streaming describes the delivery of media over a network. CTV describes a connected television environment where streaming content can be consumed.
Can OTT be watched without CTV?
Yes. OTT video can also be watched on smartphones, tablets, computers, and other connected devices. CTV is one viewing environment within the broader OTT ecosystem.
Is CTV advertising the same as OTT advertising?
Not exactly. OTT advertising broadly refers to advertising delivered through internet-based streaming video. CTV advertising refers specifically to advertising viewed through connected television environments.
What is the difference between OTT, CTV, and VOD?
OTT describes internet-based video delivery, CTV describes the connected television device or environment, and VOD describes a viewing model where audiences select content to watch on demand.
Why is CTV important for OTT providers?
CTV gives streaming providers access to audiences watching internet-delivered content on the television screen. Supporting it requires attention to TV-specific applications, navigation, playback, device compatibility, monetization, and performance.
How does 24i support OTT and CTV services?
24i Video Cloud connects content management, video workflows, personalization, monetization, applications, and data within a modular streaming ecosystem that can support experiences across connected TVs and other streaming devices.
