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Over-The-Top (OTT) translates to the act of streaming television and film content over the internet. Audiences can consume OTT content on any device that has an Internet connection, including TVs, laptops, and cell phones.
Connected TV (CTV) is any television that can connect to the Internet. This is the most popular way that audiences stream OTT content, whether it be from an OTT device connected to a TV (e.g., Xbox, Amazon Fire Stick) or an OTT app (e.g., Netflix or Hulu) on a Smart TV (e.g., YouTube TV, Roku).
Linear TV (LTV) has been the traditional way of consuming television content, most often with a satellite or cable connection. Viewers watched a program at a specific time or must record content to watch at a later time. “Cord-cutting” refers to individuals that have abandoned their LTV subscriptions in favor of streaming.