OTT (Over-the-Top)

• What it is: Any video content streamed directly over the internet, bypassing traditional cable or satellite providers.
• Devices: Can be watched on a wide variety of internet-connected devices, including smart TVs, computers, tablets, and mobile phones.
• Advertising: A broader advertising category that includes ads on all OTT devices. Ads can appear on smaller screens, where they may be more easily ignored or skipped. 
   

CTV (Connected TV)

• What it is: Specifically refers to internet-connected television sets and devices like smart TVs, Roku, gaming consoles, and streaming sticks that connect to a TV.
• Devices: Only applies when content is viewed on a television screen.
• Advertising: A more specific advertising category focused on the big screen. This often results in higher engagement, better ad completion rates (since ads can't typically be skipped), and a more premium, TV-like viewing experience. 

VOD (Video On Demand)

• What it is: Video content to be watched at will, typically delivered from a subscription wired or alternate delivery system
• Devices: Only applies when content is viewed on a television screen.
• Advertising: A more specific advertising category focused on the big screen. This often results in higher engagement, better ad completion rates (since ads can't typically be skipped), and a more premium, TV-like viewing experience. 

STB (Set top Box)

• What it is: Used by cable and satellite companies to deliver their linear TV signal.
• Devices: Only applies when content is viewed on a television screen.
• Advertising: A broader advertising category that includes ads on all STB devices.

Linear TV

• What it is: Just plain old TV.
• Devices: Over the air with an antenna, or regular cable or satellite service.