OTT and CTV aren’t competing channels, they’re nested terms. OTT is all internet-delivered streaming, on any device. CTV is the part of that watched on a television screen. The distinction matters for buying, but it’s not a fight.
Watch Hulu on your living-room TV and that’s CTV (and also OTT). Watch the same Hulu on your phone and it’s OTT but not CTV. CTV is a subset, not a rival. The industry body that defines these terms even rebranded its old “OTT” label to “CTV” to match how everyone talks.
The useful version of this question is when to buy the TV-screen subset specifically (for premium, full-screen attention) versus the broader OTT universe (for cross-device reach). Here’s how the two relate.
CTV is the TV-screen part of OTT. That’s it.
Let’s clear up the jargon, because vendors muddy it. OTT (over-the-top) is any video delivered over the internet rather than cable or broadcast, on any device. CTV (connected TV) is the portion of that watched on an actual television screen, a smart TV, a Roku, an Apple TV.
The Media Rating Council, which sets the measurement standards, formally moved its old “OTT” terminology to “CTV” to align with industry usage. So when someone pitches “OTT vs CTV” as a choice, they’re mostly selling you a vocabulary lesson.
People started calling what we called OTT, CTV. We’re going to rebrand that as CTV and align it with the industry.
Ron Pinelli Jr., SVP of Digital Research and Standards, Media Rating Council
The living room is now the biggest screen in TV.
The reason CTV gets the attention: that’s where the audience moved. By December 2025, streaming reached 47.5% of all US TV viewing, ahead of broadcast at 21.4% and cable at 20.2%, an all-time record.
The connected-TV screen is no longer an emerging channel. It’s the single largest slice of television, which is exactly why advertisers chase it specifically.
Streaming is now the biggest slice of TV
Almost every US home has a connected TV.
The TV-screen subset has mass reach in its own right. Roughly 89.5% of US households own at least one internet-connected TV device, and the country is projected to have around 243.6 million CTV viewers in 2026.
So buying CTV specifically isn’t a niche play. It’s premium, full-screen, largely unskippable inventory that reaches nearly every household, which is why it commands a higher price than general OTT.
CTV is in almost every home
OTT goes everywhere the viewer does.
The broader OTT category earns its keep on reach across devices. 83% of US adults use streaming services, versus just 36% who still subscribe to cable or satellite, and OTT lets you follow that viewing onto phones, tablets, and laptops, not only the living-room screen.
So the buying logic is simple: use CTV when you want premium living-room impact, and the wider OTT universe when you want to reach the same shows and viewers wherever they’re watching.
Streaming reach vs cable
Buy CTV for impact. Buy OTT for reach.
Stop treating these as a versus. They’re one media family with two emphases. Lead with CTV when premium, full-screen, living-room attention is the goal. Extend into the broader OTT inventory when you want to reach those same viewers across every device.
Ad dollars already reflect this: digital video (the whole OTT/CTV universe) is set to take roughly 60% of all TV and video ad spend, with CTV the fastest-growing slice. The smart plan buys both, by role.
Digital video’s share of TV and video budgets
People started calling what we called OTT, CTV. We’re going to rebrand that as CTV and align that with the industry.
Ron Pinelli Jr., SVP, Media Rating Council
2024 was a pivotal year for digital video advertising, with high-quality content moving to streaming and advancements in advertising technology.
David Cohen, CEO, IAB
CTV, broader OTT, or both? Take 30 seconds.
A few taps and you’ll get a straight read on which streaming inventory fits your goal.
What’s the primary goal of the campaign?
We buy the streaming inventory by role, not by buzzword.
MoonSauce doesn’t sell you “OTT” or “CTV” as competing products, because they aren’t. We buy CTV when premium, big-screen attention is the goal, and extend into the broader OTT universe for cross-device reach, all measured on the same outcomes. One streaming plan, bought by what it’s for.
Frequently asked
What’s the difference between OTT and CTV?
Should I buy OTT or CTV?
Why is CTV more expensive than general OTT?
Is streaming really bigger than cable now?
How does MoonSauce buy streaming inventory?
Every figure on this page comes from a primary platform, an independent study, or a named industry expert. No competing-agency stats, no made-up numbers.
