OTT vs CTV: Differences and Similarities, Explained

Same same, but different? Let’s clear up the confusion once and for all.

by Melissa Yap

OTT vs CTV: Differences and Similarities, Explained

6 Min Read

The rise of streaming has made OTT vs CTV a key distinction for marketers looking to maximize their ad spend. While both deliver content over the internet, their advertising capabilities—and the way brands can leverage them—differ significantly.

Understanding CTV vs OTT ensures you’re investing in the right channels for performance-driven campaigns.

What is Connected TV?

Connected TV (CTV) refers to internet-enabled television devices, such as smart TVs, streaming sticks, and gaming consoles, that allow users to access digital content beyond traditional cable. These devices serve as the gateway for streaming platforms like Hulu, YouTube, and Netflix, where viewers consume content on the big screen.

For advertisers, CTV offers a premium, brand-safe environment with the targeting precision of digital marketing.

Take a look at this article for a list of popular CTV platforms.

What is OTT?

Over-the-top (OTT) is the method of delivering video content over the internet, bypassing traditional cable or satellite providers. Streaming services like Disney+, Peacock, and Max use OTT to distribute shows and movies across various devices, including mobile phones, tablets, and CTVs.

In advertising, CTV vs OTT matters because CTV ensures ads appear on television screens, while OTT covers content delivery across multiple platforms.

Take a look at this article for a list of popular OTT platforms.

What Is the Difference Between OTT and CTV?

OTT and CTV are often used interchangeably but there are subtle differences between the two, as we just discussed. To put it simply:

OTT is the method of delivery that streams content across all devices, such as mobile and desktop.
Connected TV is the device used (usually a smart TV) to view the OTT content.

When it comes to viewing content on connected TV, this can be done in two ways:

Regular TVs connected to multimedia devices like Roku, Apple TV, Amazon Fire Stick, and Chromecast, which allows you to view OTT/CTV content through the Internet.
Regular TVs with in-built internet connectivity, like Smart TVs.

OTT content can be accessed on TV, but on any device that has an internet connection, like mobiles, desktops, tablets, and laptops. We prefer viewing this content on TV because it supports a higher-quality viewing (and advertising) experience.

If you’re still a little confused by the OTT/CTV definition, you can also think of providers like Hulu, Netflix, Amazon Prime Video, and Roku, where all you need is WiFi to connect to your favorite TV shows and you’re good to go.

Benefits of CTV and OTT

CTV and OTT have redefined how audiences consume content—giving them more control over what, when, and how they watch. Here are a few of the notable advantages:

1. Flexible, On-Demand Viewing

Audiences are no longer tied to network schedules, choosing what to watch on their own time. That means advertisers can reach viewers when they’re actively engaged, increasing the likelihood of ad recall and response.

2. Access to a Wide Range of Content

From live sports to niche streaming services, CTV and OTT offer something for everyone. For brands, this creates opportunities to align messaging with the right content and connect with highly relevant audiences.

3. Compatibility Across Devices

Streaming content isn’t limited to the living room—viewers switch between smart TVs, tablets, mobile devices, and gaming consoles seamlessly. This gives advertisers a way to reinforce messaging across multiple screens, keeping their brand top of mind.

4. No Need for Traditional Cable or Satellite

With CTV and OTT, viewers aren’t locked into cable contracts or channel bundles, making it easier than ever to cut the cord. As more households shift to streaming, advertisers gain access to a growing, digitally native audience that can’t be reached through traditional TV.

5. Personalization and Interactive Features

Streaming platforms use viewer data to deliver personalized content recommendations, creating a more curated experience. Advertisers can tap into these insights to serve relevant, high-performing streaming ads that feel less like interruptions and more like part of the viewing experience.

Who Should Advertise on OTT and CTV?

“I can’t advertise on television, because it’s unattainable” is something that we hear regularly from our customers who have since moved to OTT and CTV advertising. However, to prove the naysayers wrong—OTT and CTV are for everyone.

We’re more than happy to help brands make what was once thought impossible, possible. We’ve worked with Fortune 500 companies and start-ups, on both the B2B and B2C sides, looking for reasons to invest in OTT.

In case you’d like a refresher on why all brands should take up this direct-response channel, here are a couple of quick hitters:

Measuring CTV and OTT Campaigns

One of the biggest challenges in CTV and OTT advertising is measurement—specifically, understanding how ads influence viewer behavior across devices. Marketers need a clear view of performance, from initial ad exposure to conversion, to ensure their campaigns are driving real results.

CTV attribution plays a critical role in this process by connecting ad views to actions, whether they happen on the same screen or a secondary device within the household. Advanced CTV measurement technology helps brands determine when a viewer sees an ad and how it contributes to their path to purchase.

Using software like MNTN Performance TV, for example, advertisers can also integrate their CTV and OTT campaign data with tools like Google Analytics, allowing them to analyze performance alongside other digital marketing channels such as social media and paid search.

Why You Need Performance TV

OTT and CTV both offer streaming ad opportunities, but only CTV ensures premium, high-impact placements with measurable results. MNTN Performance TV is built to help advertisers make the most of CTV’s advantages with these key features:

Premium CTV Inventory: Access top-tier, ad-supported streaming networks, ensuring ads appear in brand-safe, high-engagement environments.
MNTN Matched: AI-powered audience targeting finds the right viewers based on intent, demographics, and past behaviors.
Verified Visits™: Track conversions by connecting CTV ad views to website visits, even across multiple household devices.
Reporting Suite: Get real-time insights on reach, engagement, and lower-funnel performance, all in one intuitive dashboard.
Automated Optimization: AI-driven adjustments optimize bidding, targeting, and frequency to maximize campaign efficiency and ROI.

CTV isn’t just an awareness channel—it’s a performance driver. Unlock its full potential with MNTN’s self-serve software—sign up today.

Connected TV vs OTT: Final Thoughts

If there’s anything to take away here, it’s that OTT and Connected TV advertising are not the same. The big (and most important) difference is that OTT can be served on mobile and desktop, while Connected TV is served on television screens. We hope you’ve found this useful, and don’t hesitate to reach out anytime if you would like to learn more about OTT/CTV advertising.