This hub covers the foundational definitions every CTV practitioner needs. What exactly is Connected TV? How does it differ from OTT? What are AVOD, SVOD, and FAST — and which one should a media planner care about? How does India's streaming landscape map to these global definitions?
Start here if you are new to CTV. Return here when you need to settle a terminology debate in a planning meeting.
Articles in this hub
- What is Connected TV (CTV)? Definition, how it works, and why it matters
- OTT vs CTV: what is the difference and why it matters for India advertisers
- AVOD, SVOD, and FAST explained: the three content models driving CTV advertising
- CTV vs linear TV: key differences for media planners
- What is a smart TV and how does it fit into CTV advertising?
- Cord cutting in India: is it happening and what does it mean for TV advertising?
- India streaming wars: JioCinema, Hotstar, SonyLIV, Zee5 — who wins and what it means for advertisers