“Over the Top” is a 1987 sports drama where Sylvester Stallone plays a truck driver named Lincoln Hawk, who competes in the World Armwrestling Championship to earn back the respect of his estranged son.
“Over-the-Top” is also an important term in the world of advertising, for completely different and unrelated reasons. Terms often mean different things in different places, and if you’re talking about the booming phenomenon of streaming ads, but someone else is talking about the Sylvester Stallone movie (that was wrongfully deprived of any Oscar nominations), you’re in for a confusing conversation.
Terms like Over-the-Top (OTT) and Connected TV (CTV) get tossed around interchangeably in the advertising world—particularly in North American markets—and things can get confusing even for the tech-savvy among us.
In this blog, we’re going to break down some of the most common overlapping terms in the world of streaming content, what they mean, and how they’re different. Read on:
Table of contents
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Understanding CTV and OTT
Connected TV (CTV) and Over-the-Top (OTT) are both terms that often surface in conversations about streaming content. While they are closely related — and often get used interchangeably — they refer to different aspects of how we watch and enjoy digital entertainment.
This is not a new phenomenon. After all, when we say “TV,” we can be referring both to the physical box, and to the content that’s displayed on it. Similarly terms like “cable” can be both medium and media at the same time. This tendency has carried forward to the digital age.
What is Connected TV (CTV)?
Connected TV (CTV) refers to any television set that connects to the internet, allowing it to stream content directly from online services. This includes:
- Smart TVs: Televisions with built-in internet connectivity and an operating system that supports apps for streaming services. You can use these devices to watch traditional “linear” or broadcast TV, or various web apps.
- External Streaming Devices: Devices like Roku sticks, Amazon Fire TV, and Apple TV that connect to a traditional TV and enable internet access and streaming capabilities. This can help make older TVs function like smart TVs, or replace the TVs user interface with one the viewer is more familiar with. Many modern video game consoles also have this functionality.
Essentially, CTV is about the hardware—the physical devices that enable streaming. When people talk about CTV, they are discussing the technology used to access digital content.
What is Over-the-Top (OTT)?
Over-the-Top (OTT) which, again, has nothing to do with Sylvester Stallone, refers to the delivery of content over the internet, bypassing traditional broadcast, cable, or satellite television platforms. OTT content is accessible on various devices — including CTVs, phones, computers, tablets, and more — but the term itself focuses on how the content is delivered rather than the device used.
Netflix, Hulu, Paramount+, Tubi, MAX, Stan, Kanopy, Disney+ and more are all examples of OTT content. You don’t need to be sitting at a specific device to view them — all you need is a login and an internet connection.
OTT is concerned with how content is distributed and accessed via the internet, emphasizing the variety of streaming services available. These services aren’t gated to any one type of device, but to any device that has the technical capability of showing it.
So, in short:
- CTV: Focuses on the physical devices used to access content.
- OTT: Focuses on the content itself and its delivery over the internet.
Regional Terminology Trends
This is going to be a very short section, but it’s particularly useful for folks workin “in the biz,” as it were:
In North America, CTV is frequently used — especially in advertising and media discussions — to refer both to internet-connected devices as well as the content viewed on it. Meanwhile, OTT remains a crucial term in other regions, such as Europe and Asia-Pacific, where it broadly describes internet-delivered content.
In short, people in the US treat the terms largely interchangeably, while the rest of the world deploys them more-specifically.
Related Terms and Concepts
Since we’re already here and defining things, there are several other, related terms that’ll help describe different facets of digital media and advertising. These are all, ultimately, subsets and types of OTT service:
- SVOD (Subscription Video on Demand): Services where users pay a recurring fee for unlimited access to a content library. Examples include Netflix and Disney+.
- AVOD (Advertising-based Video on Demand)): Free services supported by advertisements. Examples include YouTube and Tubi.
- TVOD (Transactional Video on Demand): Users pay to buy or rent individual pieces of content. Examples include iTunes and Amazon Prime Video Rentals.
- BVOD (Broadcast Video on Demand): Content from traditional TV networks made available online for on-demand viewing. Examples include BBC iPlayer and ITV Hub.
- FAST (Free Ad-Supported Streaming Television): Free streaming services supported by advertisements, offering a linear TV experience. Examples include Pluto TV and Tubi.
- DOOH (Digital Out-of-Home): Digital advertising displays located in public spaces, such as billboards and transit screens. This term refers to the medium of digital advertising rather than the content.
Final Thoughts
In conclusion, if you decide to rent “Over the Top” on Amazon Prime this weekend, you’ll be watching “Over the Top” (the movie) via an Over-the-Top service (specifically TVOD) on your CTV device (TV, computer, Samsung SmartFridge, etc). Understanding these distinctions doesn’t just help you understand the ins and outs of our industry, but also how the language of this global industry may be applied differently depending on what hemisphere you’re in.
If you’re an advertiser or agency looking to get more out of your streaming advertising, COOL Media may well be the solution you’re looking for. You can get started today by reaching out to our team. With a focus on accuracy, attribution, and measurable brand lift, you can trust us with your budget — way more than you can trust our movie recommendations.
