Connected TV vs OTT: What's the Difference?

OTT is any internet video. CTV is specifically the TV screen with a 56% attention rate vs 30% on mobile. Why this distinction matters 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

Option A

Option B

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, and 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 Source: Decentriq
94-96% CTV ad completion rate Source: 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.”

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 Source: Nielsen, 2025
90% of U.S. households use CTV monthly Source: Nielsen
$33.35B CTV ad spend in 2025 Source: 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.

References