CTV, OTT, and streaming are used interchangeably in casual conversation but mean distinct things in advertising and technology contexts. Using them precisely matters when briefing campaigns, interpreting measurement reports, and evaluating publisher proposals. India has added its own terminology layer — "connected TV" often refers to smart TV viewing specifically, while "OTT" is used broadly for any internet-delivered video. This article draws the distinctions clearly.
OTT: the broadest category
OTT (Over-The-Top) refers to any video content delivered over the internet, bypassing traditional cable or satellite distribution. OTT is a distribution method, not a device. Watching JioHotstar on a mobile phone is OTT. Watching JioHotstar on a smart TV is also OTT. Watching it on a laptop browser is also OTT. The "top" in "over-the-top" refers to going over the top of the traditional cable/DTH infrastructure.
In India, OTT has become synonymous with streaming apps specifically — JioHotstar, Zee5, SonyLIV, Netflix, Amazon Prime Video, MX Player. The Indian media industry uses "OTT" to mean this app ecosystem regardless of the device it is viewed on.
CTV: the device-specific category
CTV (Connected TV) refers specifically to internet-connected television screens. A smart TV (with built-in internet), a TV with a streaming stick (Amazon Fire TV, Google Chromecast), or a TV connected to a gaming console — all of these are CTV devices. CTV is defined by the screen type (a television) and the connectivity (internet-enabled), not the content or the app.
CTV is a subset of OTT. All CTV viewing is OTT, but not all OTT viewing is CTV. Mobile and desktop OTT viewing is not CTV.
Streaming: the content delivery method
"Streaming" describes the technical method of delivering video — data is transmitted and played continuously rather than downloaded fully before playback. Streaming is what makes OTT possible. The term is also used colloquially to mean streaming services (Netflix, Prime Video, JioHotstar) and streaming viewership broadly.
Why the distinction matters for India CTV advertising
| Term | What it means | Ad context |
|---|---|---|
| OTT | Internet-delivered video on any device | Includes mobile, desktop, tablet, and CTV views |
| CTV | Internet video on a TV screen specifically | Big-screen only; higher CPM; co-viewing applies |
| Streaming | Continuous internet video delivery method | Describes the delivery mechanism, not the inventory |
When a publisher reports "OTT impressions," those may include mobile, desktop, and CTV views combined. When they report "CTV impressions," those should be device.devicetype = 3 or 7 only (connected TV / smart TV). Always confirm which device types are included in any impression report — the blended OTT number can be 5–10x larger than the CTV-specific number for the same publisher, depending on their audience device mix.
India usage patterns
India remains predominantly mobile-first for OTT viewing. As of 2026, estimates suggest approximately 25–35% of total OTT viewing hours in India occur on CTV (smart TV or streaming device). The remainder is mobile and tablet. For advertisers wanting the premium CTV environment — large screen, co-viewed, living room context — it is critical to specify CTV-only targeting in the DSP and to verify with the publisher that CTV inventory is being separated from mobile OTT in reporting and delivery.
FAST, AVOD, SVOD: revenue model terms
These are revenue model descriptors that overlay the OTT/CTV distinction. FAST (Free Ad-Supported Streaming TV) is always CTV — it refers to linear-style channels on connected TV devices. AVOD (Advertising Video On Demand) applies to both mobile and CTV. SVOD (Subscription Video On Demand) is device-agnostic. Revenue model terms and device type terms describe different dimensions of the same landscape and should not be conflated.