Over-the-Top (OTT)
Over-the-top (OTT) describes television and video content delivered directly over the internet, bypassing traditional cable and satellite distribution, on any device.
Key takeaways
- OTT is video delivered over the internet, bypassing cable and satellite.
- It spans every device, including TVs, phones, tablets, and desktops.
- CTV is the subset of OTT watched on a TV screen.
- OTT monetization splits across SVOD, AVOD, and FAST models.
OTT vs CTV vs linear
OTT is defined by delivery "” over the internet, 'over the top' of legacy pay-TV. CTV is a subset defined by device "” OTT viewed on a television. Linear TV, by contrast, is scheduled broadcast or cable. The distinction matters for buyers because device changes both creative context and measurement.
Monetization models
OTT services monetize through subscriptions (SVOD), advertising (AVOD), free ad-supported streaming channels (FAST), or hybrids. The industry-wide pivot of major SVOD services to ad-supported tiers dramatically expanded premium OTT ad supply.
| Defined by | Internet delivery (not device) |
|---|---|
| Includes | TVs, phones, tablets, desktops |
| CTV relationship | CTV = OTT on a TV screen |
| Models | SVOD, AVOD, FAST, hybrid |
Frequently asked questions
Is OTT the same as CTV?
No. OTT is any internet-delivered video on any device; CTV is the portion of OTT watched on a television screen. The terms overlap but are not identical.
What are SVOD, AVOD, and FAST?
SVOD is subscription video on demand; AVOD is advertising-supported video on demand; FAST is free ad-supported streaming television with linear-style channels. Many services now blend them.