OTT Examples
Streaming is no longer “the alternative” to TV — it is TV. In Nielsen’s June 2025 report, streaming accounted for 46.0% of total television usage, underscoring just how dominant OTT viewing has become.
OTT vs. CTV (Quick clarity)
- OTT (Over-the-Top) = the streaming content/app delivered over the internet (Hulu, Netflix, Disney+, Max, Peacock, Prime Video, FAST channels, etc.).
- CTV (Connected TV) = the device where OTT content plays (Smart TVs, Roku, Fire TV, Apple TV, gaming consoles, and more).
OTT is the content. CTV is the screen. Programmatic is how you reach the audience across both.
The OTT Market (2025)
The OTT (Over-the-Top) market continues to be one of the most attractive channels for advertisers as streaming becomes the dominant way audiences consume TV content. In the U.S., streaming now accounts for nearly half of total TV viewing time, surpassing traditional cable and broadcast in several months throughout 2024–2025 (Nielsen).
As adoption grows, OTT and Connected TV (CTV) offer advertisers massive scale. More than 90% of U.S. households now own at least one connected TV device, making streaming a true mass-reach channel (Parks Associates).
The advertising opportunity is expanding rapidly. U.S. CTV ad spend is projected to reach $26.6 billion in 2025, driven by the growth of ad-supported streaming tiers across major platforms (IAB / eMarketer).
OTT Platforms and Devices
The OTT ecosystem continues to grow across platforms and devices, including Roku, Amazon Fire TV, Google Chromecast, smart TVs, and gaming consoles. Platforms like Roku, Hulu, Amazon Prime Video, YouTube, Netflix, and Disney+ all offer dedicated advertising environments designed for premium video on the big screen.
Roku, for example, provides 15- and 30-second video ads, interactive ad formats, and home-screen placements, making it one of the largest independent CTV ad platforms in the U.S. (Roku).
Ad-Supported OTT Is the Dominant Model
While subscription-only streaming still exists, ad-supported OTT is now the fastest-growing business model. Nearly every major streaming service—including Netflix, Disney+, Hulu, and Amazon Prime Video—offers an ad-supported tier.
OTT ads typically run pre-roll, mid-roll, or post-roll, and most formats are non-skippable. As a result, OTT ad completion rates regularly exceed 90%, far outperforming standard digital video (Innovid / IAB).
Why OTT / CTV is an advertiser’s “right now” channel
Massive scale — and accelerating ad-supported growth
As more platforms lean into ad tiers, inventory has expanded quickly across premium environments. Netflix alone reported its ad-supported plan now reaches 94M+ global monthly active users. (Netflix Upfront 2025 announcement)
Premium environments (not social feeds)
OTT/CTV placements run inside long-form, professionally produced content — which strengthens brand alignment and drives higher-quality impressions.
TV-like attention, digital-like targeting
CTV is full-screen and lean-back. Programmatic enables targeting based on:
- geography
- household and device signals
- interests and in-market behavior
- cross-device patterns
Measurement that actually closes the loop
OTT/CTV supports performance outcomes like:
- incremental reach and frequency management
- site visit and conversion tracking
- lift analysis and attribution
OTT examples (where ads run)
Premium subscription platforms with ads
- Hulu
- Netflix (Ad Tier)
- Disney+ (With Ads)
- Max (With Ads)
- Prime Video (With Ads)
- Peacock
- Paramount+
FAST (Free Ad-Supported TV) platforms
FAST continues to scale because it combines “linear-like” viewing with digital buying.
OS & device-level ecosystems
These sit at the entry point of streaming and add meaningful reach across connected households.
- Roku OS
- Samsung TV Plus
- LG Channels
- Vizio WatchFree+
How OTT reaches audiences (programmatically)
Modern OTT targeting is audience-first — not platform-first:
- Advertisers build/define the audience using behavioral + demographic signals
- Ads deliver across OTT/CTV inventory wherever those households stream
- Performance data flows back (reach, frequency, completions, conversions) to optimize live
This is what makes programmatic OTT/CTV essential: it restores scale and control in a fragmented streaming world.
OTT/CTV KPIs brands can track
OTT/CTV is both a branding and performance channel:
- Reach / incremental reach
- Impressions / CP
- Video completion rate (VCR)
- Cost per visit (CPV)
- Cost per acquisition (CPA)
- ROAS
And the macro trend supports the shift: IAB projects digital video continues gaining share of total TV/video ad spend in 2025.
