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User Acquisition

Over-the-Top (OTT)

Also known asOTTOver-the-TopOTT StreamingOTT Advertising

The delivery of video content directly over the internet, bypassing traditional cable/satellite distributors — and the advertising channel that streaming creates.

Key takeaways

  1. 01OTT = video delivered "over the top" of the internet (Netflix, Disney+, YouTube), bypassing cable/satellite gatekeepers.
  2. 02OTT describes the delivery method; CTV describes the device — a phone or laptop can receive OTT without being a connected TV.
  3. 03OTT advertising is a fast-growing UA channel: addressable, often logged-in, and increasingly measurable for app install campaigns.
  4. 04For app marketers, OTT/CTV brings TV-scale reach with more targeting than linear TV, but measurement is still maturing.

OTT (Over-the-Top) refers to delivering video content directly over the internet, "over the top" of — and bypassing — the traditional cable and satellite distributors that historically controlled TV. Netflix, Disney+, YouTube, and Max are OTT services. The term describes the delivery method, not the screen: you can watch OTT on a phone, laptop, or a [[ctv]].

OTT vs CTV vs MVPD

How the streaming terms relate

TermWhat it describes
OTTThe delivery method — video over the open internet, any device
[[ctv]]The device — an internet-connected TV running streaming apps
[[mvpd]]The traditional distributor — cable/satellite pay-TV being disrupted
[[fast-tv]]A monetization model — free, ad-supported linear streaming channels

These overlap constantly in trade press. The clean mental model: OTT = how, CTV = where, MVPD = the legacy incumbent, FAST = a free ad-funded flavor.

Why app marketers care. OTT advertising has become a meaningful upper-funnel UA channel. It offers TV-scale reach with far more addressability than linear TV — ads can be targeted to audiences and, increasingly, tied to app installs through the same MMP/postback plumbing used elsewhere. The catch is that OTT/CTV measurement is still maturing relative to mobile in-app channels, so incrementality testing matters.

Quick answers

What does OTT mean?

OTT (Over-the-Top) means delivering video content directly over the internet, bypassing traditional cable and satellite providers. Services like Netflix, YouTube, and Disney+ are OTT. It describes the delivery method — you can consume OTT on phones, laptops, or connected TVs.

What is the difference between OTT and CTV?

OTT is the delivery method (video over the internet, on any device); CTV (Connected TV) is specifically an internet-connected television running streaming apps. All CTV viewing is OTT, but OTT also includes phones and laptops. In ad buying, "CTV" usually means the big-screen subset of OTT inventory.

Is OTT a good channel for app user acquisition?

It's a growing upper-funnel option: TV-scale reach with more targeting than linear TV, and increasingly tied to install measurement. It works best for brand-building and awareness rather than precise last-click performance, so pair it with incrementality testing to validate its contribution to installs.

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