In an Interactive Advertising Bureau (IAB) and Advertiser Perceptions poll, half of US marketers defined OTT as streaming video other than live TV that appears on any screen (mobile, PC, TV, etc.). And 48% of respondents defined OTT as streaming video other than live TV that appears exclusively on a TV screen.
eMarketer defines OTT as video that’s delivered over the internet independently of a traditional pay TV service, irrespective of device. They forecast that 61.7% of the US population will use OTT services this year.
Connected TV, by contrast, refers specifically to video watched on a TV set with internet connectivity. The video can be served via smart TV or another device such as a Blu-ray player, game console or set-top box such as Roku or Google Chromecast.
Connected TV refers to a device— rather than a service—making it a subset of OTT by these definitions. eMarketer forecasts that 57.2% of the US population will be connected TV users this year. Read the rest at eMarketer.