OTT (over-the-top) is any video content delivered over the internet, on any device — phone, tablet, laptop, or TV. CTV (Connected TV) is specifically OTT on a television screen. The two terms overlap but are not interchangeable.
The simplest way to remember it: OTT is the delivery method. CTV is one destination. All CTV impressions are OTT impressions. OTT impressions on mobile or desktop are not CTV.
Why the distinction matters for India media buyers:
- Pricing: CTV CPMs are higher than mobile OTT CPMs, reflecting a premium viewing environment and non-skippable formats. A blended OTT rate hides this difference.
- Ad format: CTV is landscape, non-touch, and typically non-skippable 15s or 30s video. Mobile OTT supports skippable formats, vertical creative, and interactive overlays. Creative built for one does not automatically work on the other.
- Audience behaviour: CTV viewing is lean-back, longer sessions, often co-viewed with household members. Mobile OTT is personal, shorter-session, on-the-go.
- Measurement: CTV uses device IP and platform login for identity. Mobile OTT uses mobile device IDs. These are different identity systems — cross-device deduplication between them is not standardised in India.
When a platform in India reports "OTT reach," ask for the device breakdown. A reach figure that is 80% mobile and 20% CTV is very different from one that is 50% CTV — both in audience quality and in what you are actually buying.
Full guide
For a complete explanation, read: OTT vs CTV: what is the difference and why it matters for India advertisers