Video advertising is no longer tethered to traditional broadcast and cable television. As online streaming providers produce more and more original content, viewers are being drawn to these platforms. To directly compare against cable: The number of online streaming subscribers is set to overtake paid TV subscribers by 2024. Even today these platforms are more popular, with 6 out of 10 people preferring online platforms over linear TV.
Streaming content is referred to as OTT (Over The Top) content due to it’s ability to reach people anywhere in the home. The process by which OTT content is delivered is called CTV (Connected TV). OTT is capable of reaching people on any TV with an internet connection, such as streaming boxes, streaming sticks, smart TVs, gaming consoles, DVRs, and internet connected Blu-Ray players.