OTT describes how streaming content reaches you, while CTV describes the television or device you use to watch it.
Over-the-top (OTT) content reaches you over the internet instead of through a traditional cable or satellite TV service. You might stream it on your TV, phone, tablet, or computer.
Connected TV (CTV), on the other hand, refers to a TV connected to the internet, either a smart TV or a television connected through a streaming device such as Apple TV, Amazon Fire TV, or Roku.
Put simply:
- OTT describes how content is delivered.
- CTV describes the device on which it’s watched.
Take Peacock as an example. Stream The Office on your smart TV and you’re watching OTT content on a CTV. Watch that same episode on your tablet and it’s still OTT, but it’s no longer CTV.
With streaming now accounting for 66.7% of ad-supported TV viewing among adults 18–49,1 understanding the difference is increasingly useful for advertisers and can help you decide which screens, audiences, and viewing experiences make the most sense for your campaign.
Examples of OTT and CTV
Here are a few familiar examples of each:
- OTT services include Peacock, Xumo Play, Pluto TV, Tubi, Hulu, Prime Video, and network streaming apps. They deliver programming over the internet.
- CTV includes smart TVs and streaming devices such as Amazon Fire TV, Apple TV, Roku, and internet-connected gaming consoles.
The same household may use several OTT services through one CTV device. And the same OTT service may be available on your TV, phone, tablet, and computer.
Benefits of OTT vs. CTV Advertising
Advertisers are putting more money into CTV. IAB forecasts CTV ad spending will grow 13.8% in 2026.2 When it comes to OTT vs. CTV advertising for your media plan, in most cases, it isn’t an either-or decision. OTT can help you reach streaming viewers across screens, while CTV lets you focus specifically on the TV screen. Both offer advantages, depending on who you want to reach and how you want them to experience your ad.
| Consideration | OTT Advertising | CTV Advertising |
|---|---|---|
| What it describes | Streaming video delivered over the internet | Streaming video viewed on an internet-connected television |
| Where ads appear | TVs, phones, tablets, computers, and other internet-enabled screens | Smart TVs and televisions connected through streaming devices, consoles, or boxes |
| Examples | Peacock, Xumo Play, Pluto TV, Tubi, Hulu, Prime Video, and streaming network apps | Xumo TV, Amazon Fire TV devices, Apple TV, Roku, Chromecast, and gaming consoles |
| Viewing experience | Varies depending on the screen and streaming service | A large-screen TV viewing experience |
| Key advantage | Extends audience reach across TVs, phones, tablets, computers, and other streaming screens | Combines streaming’s audience capabilities with the sight, sound, and impact of the TV screen |
CTV may be a good fit when you want the storytelling power of a traditional TV commercial but also want to reach audiences while they’re streaming. Your ad still appears on the largest screen in the home, alongside the shows, movies, sports, and news people choose to watch.
OTT gives you a wider range of screens. Because OTT describes how content reaches viewers rather than the screen they use, your campaign can reach streaming audiences wherever they’re watching and on whatever device they’re using.
The difference matters when you look at campaign results, too. OTT reporting may include ads delivered across TVs, phones, tablets, and computers, while CTV reporting focuses on the TV screen. When reviewing results, make sure you know which screens are included and whether they’re reported separately or together.
Advertising on OTT and CTV
You don’t have to choose between OTT and CTV. In fact, they often work together. What matters most is understanding where your audience watches and building a campaign that reaches them across the right mix of screens.
Comcast Advertising can help bring those pieces together, with access to premium inventory across OTT services, apps, smart TVs, and connected TV devices. Add traditional TV to the mix, and you can extend your reach while keeping your message in front of audiences across more of the ways they watch.
Ready to reach new customers through OTT and CTV? Contact us to start reaching your audience wherever and however they’re watching.
Sources:
1 Nielsen, “Nielsen Launches 2026 Upfront Planning Series With New Data to Help Marketers and Agencies Unlock Growth & Innovation Opportunities,” March 2026.
2 Interactive Advertising Bureau (IAB), “2026 Outlook Study: U.S. Ad Spend Projected to Grow 9.5%,” 2026.