In the world of streaming video, two terms that are often used interchangeably are CTV and OTT. While both CTV and OTT refer to streaming video content, there are key differences between the two. In this article, we will explain what CTV and OTT are, their differences, and how they are changing how we consume video content.
What is CTV?
CTV stands for Connected TV. This refers to any television that is connected to the internet, either through a built-in smart TV interface or an external device such as a streaming stick or box. CTVs allow viewers to stream content from a variety of sources, including subscription-based services such as Netflix, Hulu, and Amazon Prime Video, as well as free, ad-supported platforms like Pluto TV and Tubi.
CTV devices are typically larger than mobile phones, laptops, or tablets and are usually situated in the living room or family room of a household. This makes them a popular choice for watching TV shows, movies, and live events with family and friends.
What is OTT?
OTT stands for Over-The-Top. This term refers to the delivery of video content over the internet, bypassing traditional cable or satellite TV providers. OTT content can be accessed through a variety of devices, including CTVs, smartphones, tablets, laptops, and desktop computers.
OTT services can be both subscription-based and ad-supported, and they offer a wide range of content, including TV shows, movies, and live events. Some popular OTT services include Netflix, Hulu, Disney+, and Amazon Prime Video.
What are the differences between CTV and OTT?
While CTV and OTT are both forms of streaming video content, there are a few key differences between the two:
Device: CTVs are a specific type of device that is connected to the internet and used for streaming video content on a television. OTT, on the other hand, can be accessed on a variety of devices, including CTVs, smartphones, tablets, laptops, and desktop computers.
Content: While CTVs offer a variety of content, including both subscription-based and ad-supported platforms, they are primarily used for streaming video content on a television. OTT, on the other hand, is a delivery method for video content that can be accessed on a wide range of devices.
Business Model: CTVs are typically sold as hardware, either as a built-in feature of a smart TV or as a separate device. OTT services, on the other hand, are typically subscription-based or ad-supported, with revenue generated through advertising or subscription fees.
How are CTV and OTT changing the way we consume video content?
CTV and OTT have revolutionized the way we consume video content. With the rise of these technologies, viewers have more control over what they watch and when they watch it. This has led to a shift away from traditional linear TV and toward on-demand streaming.
For content creators, CTV and OTT provide new opportunities to reach audiences and monetize their content. With the ability to target specific demographics and track engagement metrics, these platforms offer a level of data-driven insight that was previously unavailable.
The Key Point
While CTV and OTT are often used interchangeably, they refer to different things. CTVs are a specific type of device used for streaming video content on a television, while OTT is a delivery method for video content that can be accessed on a wide range of devices. Both CTV and OTT are changing the way we consume video content, providing viewers with more control over what they watch and when they watch it, and offering new opportunities for content creators to reach audiences and monetize their content.