If you’ve heard CTV and OTT used interchangeably, you’re not alone. Even people in the industry mix them up. But they mean different things, and understanding the distinction helps you communicate clearly with media buyers and vendors.
The Simple Distinction
CTV = The Device Connected TV refers to a television that connects to the internet. Smart TVs, Roku, Fire TV, Apple TV, gaming consoles, anything that lets you stream on a TV screen.
OTT = The Delivery Method Over-The-Top refers to content delivered via the internet, bypassing traditional cable or satellite. It’s about how the content gets to you, not what screen you watch it on.
The relationship:
- All CTV viewing is OTT (it’s streaming)
- Not all OTT is CTV (some is mobile/desktop)
A Simple Test
Ask yourself: “Am I watching on a television?”
- Yes → CTV (and also OTT)
- No (phone, tablet, laptop) → OTT only
That’s it.
Platform Examples
Hulu:
- Watching Hulu on your smart TV → CTV + OTT
- Watching Hulu on your phone → OTT only
- Watching Hulu on your laptop → OTT only
Roku Channel:
- Watching on Roku device → CTV + OTT
- Watching on Roku mobile app → OTT only
YouTube:
- YouTube on smart TV or YouTube TV device → CTV + OTT
- YouTube on phone/desktop → OTT only
The platform is always OTT. The device determines whether it’s also CTV.
Why the Industry Confuses These Terms
Honestly? Many reports, platforms, and vendors use the terms interchangeably because:
- Most premium streaming viewing happens on TVs (making CTV and OTT overlap heavily)
- Buyers often want both, so bundling makes sense
- “CTV” sounds more like “TV” which resonates with traditional buyers
- The distinction is technical and often doesn’t change strategy
You’ll see reports labeled “OTT/CTV” treating them as synonyms. For practical purposes, this often works fine, but it’s imprecise.
Why the Distinction Actually Matters
For law firm advertising, the difference matters in a few specific ways:
Attention and Environment
CTV is the living room. It’s lean-back viewing, larger screen, often with multiple household members present. Completion rates are 90%+ because it mirrors traditional TV viewing.
Mobile OTT is different. It’s lean-forward, smaller screen, often distracted viewing. Completion rates are typically lower. Attention is divided.
When you buy “CTV,” you’re specifically buying that big-screen, high-attention environment.
Household vs Individual
CTV reaches households. Multiple people often watch together. This matters for PI firms because accidents affect households, the injured person and their family making decisions together.
Mobile OTT reaches individuals. One person on their phone. Different context.
Targeting Implications
CTV targeting typically works at the household level via IP addresses and device graphs. Mobile OTT can target individuals via mobile ad IDs.
Both are valuable, but they reach people in different contexts.
Which Should You Buy?
For most law firms, CTV is the priority. Here’s why:
CTV advantages:
- TV-level attention and completion
- Household reach (relevant for injury cases)
- Living room context mimics broadcast
- Higher quality viewing environment
When OTT mobile/desktop adds value:
- Retargeting someone who saw your CTV ad
- Sequential messaging across devices
- Extending reach to people during their workday
- Lower CPMs for budget efficiency
A typical CTV campaign may be 80-90% television inventory with some mobile/desktop OTT mixed in for frequency or retargeting purposes.
The Bottom Line
CTV = television screen. OTT = streaming delivery.
When you say “CTV advertising,” you mean ads on TV screens. When you say “OTT advertising,” you might mean TV screens, phones, tablets, and computers, or just streaming in general.
For law firm advertising, CTV (television) should be the focus. The living room, big screen, lean-back environment is where your message lands with TV-level impact. Mobile OTT can supplement, but CTV is the core.