What is Connected TV and how is it different from regular TV?
The clearest definition of Connected TV — what qualifies, what doesn't, and why the distinction matters for advertisers and publishers in India.
CTV Basics — Frequently Asked Questions
What is CTV? How is it different from OTT? What's the difference between AVOD, SVOD, and FAST? India platform questions, device differences, and the ad supply chain — answered without hedging.
The clearest definition of Connected TV — what qualifies, what doesn't, and why the distinction matters for advertisers and publishers in India.
OTT is the content delivery method. CTV is the device category. The two terms are often used interchangeably — here's why that's wrong and what each actually means.
Three monetisation models, three different relationships with the audience. AVOD runs ads. SVOD charges a subscription. FAST is free, ad-supported, and channel-based. India context included.
JioHotstar, SonyLIV, Zee5, YouTube on TV, Samsung TV Plus — which of these are CTV, which are OTT, and which are both. Clear definitions for planners and buyers.
A map of every player in the CTV ecosystem — publishers, SSPs, DSPs, ad servers, measurement companies, and device OS platforms — and how they connect.
From advertiser to impression — every step in the CTV ad supply chain, who touches the money, where fees are taken, and what India-specific friction points exist.
Android TV smart TVs dominate India. Fire TV Stick is a distant second. Google TV is growing. This is what the device split looks like and what it means for ad delivery.
Both are CTV devices. Smart TVs have the OS built in. Streaming sticks plug into any HDMI port. For advertisers and publishers, the OS matters more than the form factor.
Android TV and Google TV are both from Google but have different UIs, app behaviours, and ad delivery implications. What advertisers and publishers need to know for India.
Amazon Fire TV runs FireOS, not Android TV. It has its own ad platform. Reach is smaller in India than smart TVs but audience quality is strong. Here's what to know.
YouTube on a TV screen counts as CTV. YouTube on mobile does not. Google buys it as CTV inventory through DV360. But it's walled off from the open programmatic ecosystem.
CTV CPMs run higher than linear TV GRPs on a like-for-like audience basis. But the targeting precision changes the efficiency equation. The full comparison with India benchmarks.
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Each FAQ links to its companion KB article.
These answers are the quick version. The Knowledge Base has 1,500–2,000 word deep-dives with India data, examples, and practitioner context.
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