Digital Marketing- CTV vs. OTT-What is the difference?

Written By Katherine .

Both CTV and OTT are related to streaming TV, but they are often confused with one another.

CTV is another name for “Connected TV”.  Connected TV, or CTV refers to a Television that is connected to the internet and can stream Digital Video.   Televisions can connect to the internet a few different ways:

  • Via Smart TV- Smart TVs alone have to ability to connect directly to the internet, and allow the use of streaming TV Video through apps

  • Via Streaming Devices – Streaming Devices are connected to a TV through an HDMI port to provide TV Video streaming by connecting the streaming device to the internet.  Much like Smart TVs, Streaming Devices use apps to   Some popular streaming devices include: Roku Streaming Stick, Roku Express, Google TV Streamer, Apple TV, Amazon Fire Stick, and Nivida Shield TV

  • Via Gaming Consoles- XBOX and PlayStation allow for Streaming TV apps to be downloaded and used to watch TV

OTT is a term related to TV that stands for “Over the Top” and refers to any form of Television that is viewed outside of Linear, Cable, or Satellite TV.  OTT Includes:

  • Streaming Devices

  • Smart TV

  • Mobile App

  • Gaming Consoles

  • Web Browser

Connected TV, or CTV is a form of “Over the Top” TV, or OTT.  It’s important to note that OTT includes all screens, including Desktop and Mobile, and CTV is limited to the TV screen.

Katherine .
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CTV and Digital Marketing: What is OTT?