Over-the-top “OTT” services

Over-the-top “OTT” services

Summary

OTT stands for ‘over the top,” and it is a term used for delivery of films and TV content via the internet. It obviates the need of subscribing to a traditional cable or satellite pay-TV service like Comcast or Time Warner Cable.

Dictionary

OTT is content streamed through an internet connection instead of a traditional cable TV or broadcast. Any provider that offers streaming content is considered an OTT service provider. This term also applies to audio streaming, messaging services, and digital voice calling services.

Since OTT apps and services are delivered over the internet, users still need a broadband connection which they can get from their cable providers. Some OTT services like iTunes require that videos must first be downloaded then played while others like Netflix offer movie downloads that start playing before the download is complete.

Amazon Video-on-demand service is reported to have more than 250 million unique monthly users worldwide. It offers more than 130 feature movie titles and 29 TV shows for free.

OTT apps such as Netflix or Hulu can be downloaded with a smartphone, tablet, smart TV, computer, or a digital media player. OTT platforms are also accessible through web browsers. The increasing popularity of the OTT platform creates a lot of opportunities for advertisers. With more people subscribing to an OTT service, it is clear that linear TV viewing and spending are on the decline.

OTT differs from other types of video advertising because it specifies data having the ability to serve ads directly to their particular targeted audience, whether by gender, age, location, income bracket, etc. Its comprehensive measuring capabilities are a big reason why more advertisers are gravitating towards it.

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