What's the Difference Between CTV and OTT? Understanding the Evolution of Television Content Delivery

Connected TV (CTV) and Over-the-Top (OTT) are both terms used to describe the delivery of television content via the internet, but they have distinct differences. CTV refers to the delivery of television content to a television set that is connected to the internet. This can include smart TVs, gaming consoles, and streaming devices such as Roku or Amazon Fire TV. OTT, on the other hand, refers to the delivery of television content via a streaming service such as Netflix or Hulu, which can be accessed on a variety of devices including smartphones, tablets, and personal computers.

The key difference between CTV and OTT is the device on which the content is consumed. CTV is consumed on a television set, while OTT can be consumed on a variety of devices. This difference has significant implications for both consumers and businesses.

For consumers, the rise of CTV and OTT has led to more choice and flexibility in how they consume television content. Rather than being tied to a traditional cable or satellite subscription, consumers can now choose from a wide range of streaming services and access their favorite shows and movies on their own schedule. This has led to a shift in viewing habits, with many people now choosing to "cut the cord" and rely solely on streaming services for their television content.

For businesses, the rise of CTV and OTT has led to a shift in the way television advertising is delivered and consumed. Traditional television advertising is delivered through a linear model, in which ads are inserted into programming at set times. With CTV and OTT, however, advertising can be delivered in a non-linear model, in which ads can be targeted to specific audiences based on data such as demographics, viewing history, and location. This allows for more effective and efficient advertising, and has led to a growth in the use of programmatic advertising.

In conclusion, while CTV and OTT may seem similar on the surface, they have distinct differences that have significant implications for both consumers and businesses. As the way in which television content is delivered and consumed continues to evolve, it is important for businesses to stay informed and adapt to these changes in order to stay competitive in the market.

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