Has Streaming TV Simply Become TV?

Writer: Luis Reyes
Date: September 4, 2025

In an industry where acronyms fly faster than ad impressions, it’s no surprise that Streaming TV advertising is caught in the crossfire of multiple terminology from CTV to OTT and everything in between.

If you’ve sat through a 9:15 a.m. meeting wondering whether Bob meant Connected TV or Over-the-Top—or whether it even matters anymore—you’re not alone. As media buyers, we’ve lived through wave after wave of rebranding, redefining, and re-acronyming. And here we are again.

This time, the term under scrutiny is Streaming TV.

Is it CTV? OTT? Just “Streaming”? Technically, there are distinctions—but in day-to-day media planning, those lines blur. And more importantly, buyers like you need clarity, not confusion.

So let’s cut through the confusion.

In this piece, we’ll explore what Streaming TV advertising actually is, how the category is evolving, and most critically how buying it through Simpli.fi empowers you with:

• Increased reach and scale across your audience segments
• Premium inventory access
• Brand-safe environments

Let’s make the streaming conversation simpler—and a lot more strategic.

IT’S REALLY JUST TV

While CTV, Streaming, and OTT each have their place and definitions, the reality is the lines are blurring. And if we’re being honest, it’s only a matter of time before we all start calling it what viewers have been calling it all along: TV.

Think about it—you don’t walk into your living room and announce, “I’m going to watch tonight’s game on the OTT device.” (If you do, no judgment—but your audience definitely doesn’t.) For consumers, the label doesn’t matter. What matters is the experience: big-screen entertainment, delivered seamlessly, on their terms no matter the device of choice.

That consumer mindset is reshaping our industry. As media buyers, we’re aligning more closely with how audiences perceive and consume video. The endless acronyms and technical distinctions are becoming less important than the fact that streaming is now simply television.

And that shift has real implications for the way we buy.

WHAT DOES THAT MEAN FOR ADVERTISERS?

This shift toward simply calling it “TV” isn’t just a change in terminology—it’s a transformation in how we plan and buy media. As the category matures, buyers can expect some major outcomes:

• Unmatched reach with scalable precision as Streaming TV combines the mass exposure of traditional television with the targeting power of programmatic. This means marketers no longer have to choose between scale and efficiency—they can achieve both, connecting with broad audiences while zeroing in on the households and segments that matter most.
• More accessible CPMs as inventory expands and streaming solidifies itself as a default viewing experience.
• Brand safety as a baseline, not a bonus, with buyers expecting trusted environments across every screen and platform.

For media buyers, this evolution doesn’t erase nuance, it streamlines it. The focus shifts from decoding acronyms to driving outcomes, aligning strategy more closely with how audiences actually consume content.

And with platforms like Simpli.fi, that simplification translates into effective targeting, scalable reach, and the confidence that every impression delivers value.

IS THERE A DIFFERENCE BETWEEN OTT & CTV? WHAT ABOUT STREAMING TV?

Yes—and understanding that difference can help you plan more effectively.

While both OTT and CTV fall under the Streaming TV umbrella, they serve different roles in how content is delivered and consumed:

• Over-the-top (OTT) advertising refers to the delivery method. OTT ads typically run as pre-roll and can appear on any internet-connected device—TVs, smartphones, tablets, or desktops. The term itself refers to content delivered “over the top” of traditional distribution channels, independent of the device used. While OTT remains a widely used industry term, it’s increasingly seen as broad and somewhat outdated, especially as strategies shift toward device-level targeting.
• Connected TV (CTV) advertising, on the other hand, is device-specific. It refers to ads shown on internet-connected televisions—including smart TVs, gaming consoles, and streaming sticks. Because of the larger screen format and lean-back viewing environment, CTV provides a more immersive experience, making it particularly effective for brand storytelling and home-based engagement.
• Streaming TV is the umbrella category overseeing these different variations of streaming advertising mediums. It refers broadly to TV content delivered via the internet, across a wide range of platforms and devices. Within Streaming TV, you’ll find multiple subsets—most commonly OTT and CTV—that define how the content is delivered and where it’s consumed. Unlike traditional linear TV, which casts a wide net with limited targeting if any at all, Streaming TV combines the scale of television with the precision of digital, giving buyers the best of both worlds.

At Simpli.fi, we specialize in bringing clarity to this landscape. Our platform offers advanced targeting and optimization tools that elevate performance and campaign efficiency—without the confusion and without sacrificing scale or safety.

Want to go deeper into the Streaming TV landscape? Check out An Overview of Streaming TV Advertising: What You Need To Know for a breakdown of CTV, OTT, SVOD, AVOD, and all the streaming acronyms in between.

REDEFINING TV FOR THE MODERN TV BUYER

Streaming TV isn’t a passing trend or just another acronym fight—it’s the new foundation of TV advertising. As the lines between CTV, OTT, and streaming blur, what matters most is how buyers adapt: prioritizing scale, precision, and brand safety while keeping pace with consumer behavior.

The opportunity is clear – Streaming TV delivers the reach of linear with the efficiency of digital, giving media buyers unprecedented control and accountability. Those who embrace this shift now will not only meet audiences where they are, but also lead the way in defining what modern television advertising looks like.

At Simpli.fi, we’re here to make that future practical and profitable. We help you cut through the acronyms and focus on what really matters, building effective campaigns, stronger brands, and better results.

Because at the end of the day, it’s simply TV.

 
Ready to rethink your TV strategy? Follow us on social media for more advertising insights, explore expert blogs, or take action now by filling out the form below, contacting your Simpli.fi representative, or emailing us at hi@simpli.fi—let’s turn your next campaign into a TV success!

Luis Reyes Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape.