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Trending Questions

What are CTV, OTT, and Linear TV?

Understand and learn the difference between Connected TV (CTV), Over-The-Top (OTT), and Linear TV.



What is Connected TV (CTV)?

A CTV is a device that can connect to a TV or a smart TV that facilitates the delivery of streaming video content. This includes Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, Chromecast, and more. Essentially, it’s what enables your TV to connect to the internet to access video content.

What is Over-the-Top (OTT)?

OTT is the delivery of TV content via the internet over the standard, closed TV system. Users are not required to subscribe to traditional cable or a satellite provider to watch TV content. Typically, video is delivered in a streaming or video on demand (VOD) format. Popular OTT services include Netflix, Hulu, and Amazon Prime. Mass media and entertainment conglomerates are also launching their own OTT services such as Disney+ and NBC’s Peacock.

The rise of CTV and OTT has led to the phenomenon known as “cord-cutting,” which refers to the growing trend of consumers canceling their traditional cable subscriptions in favor of other streaming or VOD formats.

What is Linear TV?

Linear TV is a traditional system in which a viewer watches a scheduled TV program at the time it’s broadcast and on its original channel. It also can be recorded via DVR and watched later. Linear TV still boasts the largest market, however, reach is fragmenting due to the increasingly competitive advanced TV landscape.

What is the difference between OTT, CTV, and linear TV?

OTT is the delivery mechanism for TV content online, usually through streaming or video on demand, “over the top” of traditional providers. CTV is the device used to watch TV content online, like a smart TV or a gaming console. Linear TV refers to a classic system when a viewer watches a scheduled TV program at the time it airs and on its original channel. This includes DVR recordings. The viewer typically watches content through regular programming or by paying for a cable or satellite subscription.

With OTT and CTV advertising, you can reach viewers beyond the scope of traditional linear TV. This includes a growing number of cord-cutters, or those who don’t pay for standard cable or satellite services. The rise of OTTand CTV viewership is also creating more meaningful ways for brands to engage with their target audience at the right moments, leveraging the high impact of the TV viewing experience with the targeting precision of digital.


WEBINAR: How to Capture the Right Attention on OTT and CTV

Tune in to hear how you can go beyond ad verification to measure your video campaigns amidst the rise of digital, streaming, on-demand, and OTT. Register today to hear our cross-platform measurement experts discuss topics including:

  • The current state of the OTT video landscape
  • Key insights based on Moat Measurement
  • The future state of TV and innovations to look out for

GUIDE: An Essential Guide to Navigating the Advanced TV and Video Landscape

Are you 'switched on' to the evolving advanced TV and video landscape? Our essential guide will ensure you are tuned in and help you:

  • Discover how TV went from traditional to transformative
  • Explore consumption trends
  • Learn about exciting opportunities to reach your desired audiences—wherever they are watching
  • Get tactical with key pillars to executing successful advanced TV and video campaigns and gain insights into keeping your brand safe in an increasingly programmatic space


TV and Video Glossary of Terms (PDF)

With the number of acronyms and terms that exist in the TV and video ecosystem, how can you be sure that you and your partners are speaking the same language? To keep you up to speed and in the conversation, we’ve created a comprehensive glossary of terms that allows you to not only walk the walk but also talk the talk.

From the Data Cloud blog

With such a fast-moving industry, it is important to stay ahead of the curve. Stay up to speed on what's happening in the advanced TV landscape with the latest and greatest from the Oracle Data Cloud blog.

Elevate your TV strategy with Oracle Data Cloud

Get in front of the right audience

Bring a data-driven strategy to TV and reach the right consumer on every screen in the home with audiences that extend your campaign across both digital and TV.

Maximize reach, relevance, and protection

Unlock valuable video inventory at scale without sacrificing safety and gain confidence that you're connecting with consumers through the most relevant in-stream video content.

Measure campaign effectiveness across digital and TV

The need for consistent measurement across digital and TV is a challenge that has eluded advertisers for years as they try to cobble together a unified data story through diverse platforms and data points.

Discover how Moat Reach empowers marketers to see the full picture for the first time ever. Avoid the pitfalls of inconsistent frequency capping, measure the impressions that matter, and deliver audience insights across TV and digital like never before.

Spotlight: iSpot powers TV audience measurement for Moat Reach

Truly understanding who you’re reaching—and how often—across multiple platforms is no longer an impossible task. Learn more about the collaboration between iSpot and Moat Reach, and how the solution is addressing the market’s needs at this critical point in the advertising industry.

Have some fun and test your TV trivia

How much of a TV buff are you? Test your knowledge on some famous TV shows from the last few decades with this quiz.