#ottctvadvertsing

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What 756+ Million OTT Ad Requests Revealed About Where Media Budget Really Goes

OTT advertising seems to be a safe bet right now. Brands are moving serious budgets here to reach a wider segment of audience at once.  

In 2025, 28% of total digital ad spend in India was heavily driven towards OTT platforms and video content.

But what if we told you that the audience pool that you are reaching right now is limited? The numbers that you see on your dashboard are not always true.  

This is exactly what came to light during a recent campaign analysis we conducted for a large automotive brand running video ads across two of India’s leading OTT platforms

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ott ctv advertising

OTT advertsing refers to the delivery of video content that is shown to users while watching content on OTT platforms such as Netflix, and Amazon Prime. CTV (connected television) refers to internet-based physical devices that deliver video content such as Apple TV, and Amazon firestick. Therefore, advertisers use OTT vs CTV interchangeably. CTV acts as a connecting bridge between digital viewers and OTT digital content. In simple words, OTT content is provided to digital viewers by CTV. For more info