Developed by IAB Europe’s CTV Working Group, this framework and glossary bring clarity and consistency to digital video terminology across the European CTV ecosystem. Explore the framework below, or browse the definitions by category.
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↗ iabot.eu BetaVideo broadcast or streamed in real time as an event happens, such as sport, news, or entertainment, whether delivered over traditional broadcast or streaming.
Video content of extended length, such as films, full TV episodes, or documentaries, typically viewed on larger screens.
Video content that is typically under a few minutes in length, often designed for mobile viewing and social platforms.
Video content created and uploaded by individual users rather than professional broadcasters or studios, commonly found on platforms such as YouTube.
Advertising supported Video on Demand (AVOD) is an on-demand video content service that is funded by advertising. This includes video services that are free to the user and hybrid solutions, which offer a subscription fee as well as showing ads. Broadcaster VOD services (e.g. ITV Hub) that are funded by advertising are included in this, but also YouTube, PlutoTV, etc. By using ad revenue, publishers can give viewers access to content for free or at a reduced rate.
Broadcaster VOD (BVOD) is an on-demand video content service delivered by a traditional TV broadcaster, which is typically funded by advertising, and is therefore free to the user.
FAST channels allow viewers to stream live TV content without paying for a subscription. FAST channels stream 'linear' content since it is watched on a pre-determined schedule. An example of these channels include Rakuten TV, Samsung TV or Pluto TV, which stream a combination of TV and digital video programming that customers would usually have to pay to watch on TV.
Refer to the SVOD definition.
Streaming services refers to any on-demand or live video that is being accessed via an internet connected device (stream); the content can be ad-supported or subscription based.
Subscription VOD (SVOD) is a subset of Video On Demand that requires users to pay a subscription fee to access the content. Subscription services may also include ads or ad-supported tiers. Those with ad-supported tiers are often referred to as Hybrid VOD.
Transactional VOD (TVOD) is a video content service where viewers pay for each piece of video on demand content. For example, a customer would pay a fee for each movie or TV show that they watch. TVOD services, like Apple's iTunes, enable one-off purchases and often time-limited access.
Content that viewers can access and watch at any time they choose, rather than at a scheduled broadcast time. VOD spans free, ad-supported, subscription, and transactional models.
Addressable TV is the ability to serve personalised ads to different target groups and audience segments watching the same linear TV content. Addressable advertising combines the reach and power of traditional TV with the possibility to be precise with data-driven targeting such as socio-demographic profile, viewing behaviour, interests, and location. Three types of technologies are used for the delivery of Addressable TV: HbbTV, IPTV, and OTT.
Advanced TV is an umbrella term referring to any TV content that has evolved beyond traditional TV delivery methods. Advanced TV describes new digital advertising capabilities and impression-based delivery applied to premium video content. Advanced TV generally encompasses OTT/CTV, VOD and addressable / data-driven linear TV that can be accessed from multiple devices including CT, mobile, tablet and desktop.
Cable is the delivery of Linear TV over a physical coaxial or fibre network run into the home by a cable operator. It sits alongside satellite as one of the Traditional TV distribution methods that IPTV and OTT are built to bypass, and access is typically sold as a paid subscription package rather than through free-to-air reception.
FAST channels allow viewers to stream live TV content without paying for a subscription. FAST channels stream 'linear' content since it is watched on a pre-determined schedule. An example of these channels include Rakuten TV, Samsung TV or Pluto TV, which stream a combination of TV and digital video programming that customers would usually have to pay to watch on TV.
Hybrid Broadcast Broadband TV (HbbTV) is an international consortium and standard aimed at combining the broadcast and broadband delivery of interactive entertainment services to consumers. In practical terms, this means that you can get both standard broadcast FTA (free-to-air) TV and IPTV (broadband internet delivered) TV services all in one place, including advertising. This standard is integrated into most European TV sets.
Internet Protocol Television (IPTV) is the delivery of television content over Internet Protocol (IP) networks, rather than through traditional terrestrial, satellite, or cable TV formats. Typically delivered via a closed, proprietary, and optimised network, IPTV enables viewers to stream live or on-demand content through a connected device, offering enhanced control and flexibility over how and when programming is accessed.
Linear TV is scheduled programming that is broadcast at a pre-determined time in a one-to-many way, as opposed to on demand viewing (one-to-one). It is often ad supported with scheduled ad breaks. Linear TV can be delivered through FTA antenna, cable, satellite or streaming. This is not FAST.
Over-The-Top (OTT) refers to content providers that deliver video, whether linear television or video-on-demand (VOD), directly to viewers via the Internet, bypassing traditional distribution platforms such as cable, broadcast, satellite, and telecommunications services. OTT encompasses a wide range of business models including advertising-supported video-on-demand (AVOD), broadcaster video-on-demand (BVOD), and subscription-based streaming services (SVOD). This content can be accessed across multiple devices (e.g. mobile, desktop, consoles) and environments (e.g. apps, web), and is not limited to connected TV (CTV).
Programmatic TV is an automated approach to buying and delivering an auction-based broadcast TV advertising through a technology platform. Programmatic TV ads are served to the whole audience watching that TV programme at that specific time. This contrasts with Addressable TV, which serves targeted ads to individual users, on a one-to-one device-level basis, using real-time data.
Satellite is the delivery of Linear TV via signals broadcast from an orbiting satellite to a dish and set-top box at the home. Alongside cable, it is one of the Traditional TV distribution methods that IPTV and OTT are built to bypass, and access is usually sold as a subscription package, though some European services also carry free-to-air channels.
Streaming refers to video (or audio) content delivered (or consumed) via an internet connection.
Content that viewers can access and watch at any time they choose, rather than at a scheduled broadcast time. VOD spans free, ad-supported, subscription, and transactional models.
Connected TV (CTV) is a large TV screen that is capable of receiving a linear TV signal and is also connected to the internet, either directly (like a Smart TV) or through a gaming console or streaming device (e.g. Apple TV, Roku etc.). A media buy of CTV inventory can generally be assumed to be running on a large screen format.
A gaming console, such as PlayStation or Xbox, that can also stream video content through applications, connecting the television to the internet.
A desktop or laptop computer used to access and view video content via a web browser or application.
A smartphone or handheld device used to access and view video content over cellular or wifi connections.
A television with built-in internet connectivity and applications, able to stream content directly without an external device.
Traditional TV is content delivered via legacy distribution methods such as cable, satellite, broadcast.
When more than one person watches the same content on the same screen at the same time, common with CTV and shared living-room viewing. It has implications for reach and audience measurement.
A consumer who has cancelled a traditional pay-TV subscription, such as cable or satellite, in favour of streaming services.
A consumer who has never had a traditional pay-TV subscription, typically relying entirely on streaming and digital video.
A consumer who reduces their traditional pay-TV package, often supplementing or partially replacing it with streaming services.
The use of an additional device, such as a phone or tablet, while watching television, often to browse, shop, or engage with related content.
This document is a companion to the Definitions Framework and Glossary of Definitions
*Disclaimer: The terms are not mutually exclusive and may overlap.
AVOD = on-demand + ads
FAST = linear channels + ads
CTV (Connected TV) refers to the device — a television connected to the internet.
OTT (Over-The-Top) refers to the distribution method — video delivered via the open internet, bypassing traditional cable/satellite.
OTT content can be watched on many devices, including CTV.
CTV is a device category, not a business model.
However, in advertising, “CTV” is often used as shorthand for the CTV advertising environment — meaning ad inventory delivered on large-screen, internet-connected TVs.
BVOD (Broadcaster Video on Demand) is a subset of AVOD, but with a specific origin: on-demand content from traditional broadcasters, typically ad-funded.
All BVOD is AVOD, but not all AVOD is BVOD.
Connected TV (CTV) refers to the device (Smart TV or streaming device).
Addressable TV refers to the advertising capability — delivering different ads to different households watching the same content, based on data signals.
CTV = where the content is watched|Addressable TV = how the ads are targeted
No — SVOD with ads is classified as HVOD (Hybrid Video on Demand).
Addressable TV defines who sees the ad; Programmatic TV defines how the ad is bought and served.
IPTV = television delivered over a closed, managed IP network (e.g. a telco set-top box).
OTT = video delivered over the open internet, bypassing traditional distribution platforms.
Both can carry live and on-demand content — the difference is the network, not the content.
HbbTV is one of three delivery technologies that can enable Addressable TV, alongside IPTV and OTT.
HbbTV itself is the broadcast/broadband hybrid standard built into most European TV sets; Addressable TV is the targeting capability it can support.
TVOD = pay-per-title — viewers pay for each piece of content (e.g. renting a single film).
AVOD = free, ad-funded on-demand content.
SVOD = subscription-funded on-demand content (may include ads, in which case it's HVOD).
FAST channels stream linear-style content — a fixed schedule, not on-demand selection — but delivered over the internet rather than broadcast, cable or satellite.
FAST = linear programming style + OTT delivery + ad-funded, free access.
Advanced TV is an umbrella term for TV content and advertising that has evolved beyond traditional delivery methods.
It spans OTT/CTV, VOD, and addressable/data-driven linear TV, accessible across CTV, mobile, tablet and desktop.
Streaming = the technical act of delivering/consuming audio or video via an internet connection.
OTT = a distribution and business model — providers delivering directly over the internet, bypassing traditional platforms.
Not quite. All VOD (Video on Demand) content can be streamed, but not all streaming is VOD. Streaming refers to the technical method of delivery — content played in real time over the internet without downloading. VOD refers to the viewing model — content available on demand, at any time the viewer chooses. Live streaming, for example, is streamed but is not VOD, as it is not pre-recorded or available on demand. Similarly, not all online video is streamed — some content is downloaded and played locally. So while the terms often overlap in everyday use, they describe different things: streaming is the how, VOD is the when.
Source: IAB Europe Digital Video Framework and Glossary. For full definitions, see the accompanying Glossary of Definitions.
