OTT (Over-the-Top)

 What is Over-the-Top?

 Over-the-top (OTT) refers to streaming services that deliver video content via the Internet, bypassing traditional cable or broadcast providers. These services are accessible through various internet-connected devices like smart TVs, gaming consoles, smartphones, and tablets. OTT covers various services like FAST, SVOD, AVOD, and Pay-per-view, offering a wide array of content, including on-demand or scheduled movies, TV shows, sports, news, and original programming.

What is the difference between OTT and CTV?

 OTT and CTV are often used interchangeably, but there’s a fundamental difference. OTT refers to the broad market sector, encompassing streaming to any internet-connected device. Meanwhile, CTV is a subset of OTT, specifically pertaining to viewing this content on a smart TV or a TV connected to a gaming console or streaming device. 

Advertisers often favor advertising on CTV devices because they offer a superior viewing and advertising experience. CTV devices feature larger screens, leading to increased attention from viewers. Consequently, on the supply side, CTV inventory commands higher CPM prices for streamers and content publishers.