Connected TV vs OTT: What's the Difference?

CTV vs OTT explained. Understanding the terminology and what it means for law firm advertising strategy.

By Jared Reagan

·

Dec 1, 2025

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5 min read

CTV Advertising for Law Firms

CTV, OTT, streaming, linear, addressable—the terminology around TV advertising has gotten complicated. Here's what the terms actually mean and why the distinctions matter.

The Core Definitions

OTT (Over-the-Top)

Content delivered over the internet, bypassing traditional cable/satellite distribution. Includes streaming services, video apps on any device, YouTube, social video—any internet-delivered video content. OTT is a delivery method, not a device type.

CTV (Connected TV)

A television set connected to the internet—either a smart TV or a TV connected via streaming device (Roku, Apple TV, Fire TV, gaming consoles). CTV is a device category—the television screen specifically.

The Relationship

All CTV content is OTT (delivered over internet). But not all OTT is CTV. OTT watched on a phone or laptop isn't CTV. It's just OTT.

CTV = OTT content + TV screen

Why the Distinction Matters

For law firm advertising, CTV specifically offers advantages:

CTV VS OTHER SCREENS

56%

CTV attention rate

— Decentriq

94-96%

CTV ad completion rate

— IAB/Innovid

Sound-on

default viewing environment

Household

multiple viewers per impression

Brand Perception

TV advertising carries credibility. "I saw them on TV" has different weight than "I saw an ad on my phone."

Related Terminology

TermDefinition
Linear TVTraditional broadcast or cable with scheduled programming
Addressable TVDifferent ads to different households watching same program
AVODAd-Supported Video on Demand (free streaming with ads)
SVODSubscription Video on Demand (paid streaming)
FASTFree Ad-Supported Streaming TV (linear-style channels via streaming)
BVODBroadcaster Video on Demand (network streaming apps)

The Streaming Landscape for Advertisers

Premium SVOD with Ads

Services where users pay reduced subscription for ad-supported tiers:

PREMIUM STREAMING CHARACTERISTICS

$40-55

CPM range

Quality

content environments

Limited

ad load per hour

Engaged

subscriber base

Platforms: Hulu, Peacock, Max, Paramount+, Discovery+, Netflix (ad tier)

FAST Channels

Free services supported entirely by advertising:

FAST CHANNEL CHARACTERISTICS

$20-35

CPM range

High

volume available

Mixed

content quality

Higher

ad load

Platforms: Tubi, Pluto TV, Freevee, Samsung TV+, Roku Channel

Live Streaming

Traditional TV-style content delivered via streaming:

Platforms: YouTube TV, Sling TV, Hulu Live, sports streaming, news streaming

Characteristics: Live event inventory, sports and news environment, often higher CPMs, limited targeting vs. on-demand

Buying Across Environments

When you buy "CTV advertising," you might access:

1

Programmatic CTV

75% of CTV transactions happen programmatically. You set targeting, DSP buys inventory across multiple apps and services.

2

Publisher Direct

Deal directly with Hulu, Peacock, etc. Premium inventory, less targeting flexibility, higher minimums.

3

Device Platform

Buy through Roku or Amazon. Strong first-party data, limited to that platform's devices.

4

Aggregated

Services that combine inventory across publishers for simplified buying.

What Law Firms Should Focus On

Prioritize

CTV (television screens) for attention quality

Premium streaming environments (Hulu, Peacock)

Household-level targeting for legal services

CTV-specific attribution and measurement

Avoid

Mobile/desktop OTT as primary channel

Bottom-tier inventory

Generic 'video' metrics

Unknown content environments

Current Market Scale

CTV MARKET SIZE

44.8%

of TV viewing is streaming

— Nielsen, 2025

90%

of U.S. households use CTV monthly

— Nielsen

$33.35B

CTV ad spend in 2025

— eMarketer

This isn't a niche channel. It's where television is headed.

Questions to Ask Partners

When evaluating CTV options:

  1. What inventory are we accessing? (Which services/apps?)
  2. What's the CTV vs. mobile/desktop split? (Should be 80%+ CTV)
  3. How is household targeting implemented?
  4. What's the measurement approach? (Verified visits, attribution)
  5. What's the content quality? (Premium vs. long-tail)

Answers reveal whether you're getting true CTV advertising or generic digital video with some streaming mixed in. The price difference between those two things doesn't show in the CPM. It shows in the results.

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References

Part of the comprehensive guide:

CTV Advertising for Law Firms: The Complete Guide →

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