Connected TV vs OTT advertising has become one of the most important strategic questions for modern marketers trying to follow audiences into streaming while still hitting performance and brand goals. In this guide, you will learn what CTV and OTT
OTT and CTV advertising are now core channels for performance and brand marketers, with U.S. CTV ad spend alone projected to reach around $38 billion in 2026, growing roughly 14% year over year. As streaming becomes the dominant way people
OTT delivers streaming content across devices like mobiles and desktops, while CTV focuses on TV screens for higher engagement and non-skippable ads with 90%+ completion rates. CTV ad spend reached $38 billion in 2026, projected to grow to $46.89 billion