Who’s who in the CTV ecosystem?

Connected TV (CTV) has won the battle against traditional TV, with the number of CTV households in the US expected to reach 121 million by 2027 [1]. This channel is evolving fast—and getting more sophisticated by the day. From ad exchanges to MMPs, the CTV ecosystem relies on multiple players working together to deliver ads effectively. Understanding who’s who in this space is key to making the most out of this rapidly growing channel.

In this article, we’ll break down everything you need to know about CTV:

1️⃣ Connected TV (CTV) vs Linear TV
2️⃣ Connected TV (CTV) vs OTT (Over-the-top)
3️⃣ Why you should be leveraging CTV to grow your mobile app

‍

How is CTV different from linear TV?

Linear or traditional TV refers to scheduled programming broadcast through cable or satellite. In linear TV, viewers tune in at specific times to watch shows on specific channels, meaning there’s limited flexibility in what or when they can watch. Ads are served to broad audiences based on general demographics, with no room for targeting or measuring direct performance. 

CTV (short for Connected TV) refers to any device that connects to the internet and allows viewers to stream content via apps, web browsers, or social platforms. This includes smart TVs, gaming consoles like PlayStation and Xbox, and dedicated streaming devices such as Roku, Apple TV, and Amazon Fire Stick. Unlike linear TV, CTV gives users control over what and when they watch—and allows advertisers to run programmatic campaigns, focus on specific audiences, and measure campaign performance in real time.

The rise of CTV: Why advertisers are reallocating budgets to this fast-growing channel

As streaming adoption grows, linear TV ad spend is shrinking, projected to drop from $60.56 billion in 2024 to $56.83 billion by 2027 [2]. Meanwhile, CTV ad spend is on the rise and expected to reach $30 billion this year [3] as advertisers shift budgets toward solutions that make it easier to track the impact of each campaign. These changes are already reshaping the TV industry. For example, prime time is no longer a fixed window—on-demand viewing has redefined when and how people watch, allowing advertisers to reach audiences whenever they're most engaged.

‍

CTV vs OTT: What’s the difference?

OTT and CTV are two terms that often get mixed up in the industry—and for good reason 👀. They're closely related, but not interchangeable. A lot of the confusion comes from the fact that OTT can refer to two different things: OTT content and OTT as a content delivery system.

Let’s break it down with a quick analogy (fair warning: we’re about to talk about food, so you might want to grab a snack first 😉).

Let’s say you’re ordering pizza...

OTT content

In this analogy, OTT content would be the actual pizza or end product 🍕. Therefore, when we talk about OTT, we refer to the actual shows, movies, and ads you want to watch—on-demand content created by streaming platforms like Netflix, Hulu, and Disney+ (skipping traditional cable providers). Note that not all OTT content is displayed on a TV, it can also be streamed on desktop devices, mobile, or tablets.

OTT as a system 

OTT as a system is how the pizza gets delivered to you 🏍️. Whether you’re watching on your smartphone, tablet, laptop, smart TV, or a game console, the content is delivered via the internet—not through traditional cable or satellite networks. Basically, if you’re streaming through an app like Netflix or Disney+ on any of these devices, you’re using OTT as a system.

Connected TV

CTV (Connected TV) is where you eat the pizza 🍽️. It’s the TV device where you stream the content. This includes smart TVs and traditional TVs connected to the internet via streaming devices (Chromecast, Amazon Fire Stick, Roku), set-top boxes (Apple TV), or gaming consoles (PlayStation, Xbox).

In short: All CTV is OTT, but not all OTT is CTV—while all content streamed through CTV is OTT, not all OTT content is streamed through CTV. The key difference lies in where the content is viewed. CTV refers exclusively to internet-connected TVs, but OTT content can also be streamed on mobile devices, tablets, and desktops.

Types of OTT players: AVOD, SVOD, FAST & more

Not all OTT content is delivered in the same way ❗️—different business models shape how users access and engage with paid content. These models also impact how advertisers can reach viewers across CTV platforms. 

Ad-supported OTT

Users can access content for free on these platforms—as long as they’re willing to watch ads.

• AVOD (Ad-supported Video on Demand): Viewers get free access to on-demand content, but the service is monetized through ads. Think of platforms like Tubi or Pluto TV, where viewers watch movies and shows with commercial breaks.
• vMVPDs (Virtual Multichannel Video Programming Distributors): These services offer live TV bundles over the internet, mimicking traditional cable packages. Examples include YouTube TV and Hulu + Live TV—both offering ad-supported tiers and live programming.‍
• FAST (Free Ad-Supported Streaming TV): Offers free access to live TV channels and on-demand content, supported by ads. These platforms resemble traditional TV experiences, with scheduled programming. Examples include Samsung TV+ and Pluto TV’s live channels.

Ad-free OTT
These platforms don’t rely on advertising but on users who pay to access content.

• TVOD (Transactional Video on Demand): Instead of a subscription, users pay per piece of content—renting or buying specific movies or shows. Platforms like Apple TV and Prime Video offer TVOD options.‍
• SVOD (Subscription Video on Demand): Users pay a recurring fee (monthly or yearly) to access a content library without ads. Platforms like Netflix and Disney+ follow this model.

‍

Major players in the OTT & CTV ecosystem 

In the OTT & CTV ecosystem, multiple players contribute to delivering, managing, and optimizing ad performance. Here’s a breakdown of the main stakeholders:

• Viewers: At the heart of the ecosystem are the viewers—people streaming content across devices. They consume OTT content (often supported by ads) on smart TVs, mobile devices, desktops, and game consoles. CTV viewers are a subset of this group, streaming content specifically on internet-connected TV devices.
• OTT platforms: These are the streaming services delivering the content. Some are subscription-based (SVOD), like Netflix and Max, while others are ad-supported (AVOD/FAST), like Pluto TV, Tubi, and Paramount+.
• Advertisers: Brands and marketers looking to reach engaged audiences across CTV and OTT through programmatic advertising. 
• Publishers: Companies that own or distribute ad inventory where CTV ads are shown. For example: Roku, Samsung TV Plus, ESPN+, and streaming apps available on platforms like Amazon Fire TV or LG Channels. These publishers make their inventory available to advertisers either directly or through SSPs 👇.
• Supply-side platforms (SSPs): SSPs help publishers manage and sell ad inventory across different exchanges. They focus on maximizing fill rates and yield through programmatic connections with DSPs. For example: Magnite and Pubmatic. 
• Mobile Measurement Partners (MMPs): These platforms help advertisers track campaign performance, measure attribution, and prevent ad fraud. For example: Adjust and AppsFlyer.
• Demand-side platforms (DSPs): DSPs like Jampp help advertisers buy, manage, and optimize ad placements programmatically across multiple SSPs and ad exchanges. This not only involves the technology to identify and engage with high-value users, but also creative optimization solutions and dedicated support.‍
• Ad Exchanges: These are marketplaces where digital ad inventory is bought and sold in real time. They sit between SSPs and DSPs, enabling programmatic transactions through real-time bidding (RTB). In the OTT and CTV space, they help streamline ad delivery and maximize efficiency for both buyers and sellers. For example: Xandr and OpenX.

‍

Three reasons to start testing CTV today

With 40% of US advertisers reallocating part of their budgets to CTV in 2024 [2], this channel is solidifying its place in the digital media mix. Here’s why your competitors are adding CTV to their mobile growth strategy:

1️⃣ Expanded reach: CTV helps you connect with users across the devices they use most. In the US, people will spend nearly 6 hours daily on mobile and CTV combined [4]. By adding CTV to your media mix, you can maximize reach and engage users across multiple touchpoints in their journey.

2️⃣ Big-screen impact: CTV ads appear on a full-size screen, delivering an immersive experience and high completion rates. With 80% of users typically watching with others [5], each impression has the potential to engage multiple viewers at once.

3️⃣ Real-time ROI tracking: Integrated with the leading MMPs, CTV-to-mobile technology enables advertisers to track any conversions associated with their CTV campaign in real-time.

📚Recommended read: How CTV can help you grow your mobile app 

‍

Leverage CTV to unlock new growth for your mobile app!

As CTV continues to gain traction, advertisers have a unique opportunity to tap into a high-impact, data-driven channel. Unlike linear TV, which relies on estimated impressions, performance CTV allows mobile marketers to drive growth across screens and track results in real time being their preferred MMP. 

At Jampp, we’re helping some of the leading mobile businesses expand their reach and attract new users with performance CTV campaigns. Want to learn how CTV can work for your app? Check out Serasa Experian’s success story or contact us to talk to one of our experts.

References

[1] Statista, 2024
[2] eMarketer, 2024
[3] Nielsen, 2024
[4] emarketer (US data)
[5] MNTN Research, 2023