What is an OTT platform? And what can advertisers and publishers do to leverage its complexities
From entertainment to live sporting events, OTT technology is changing how audiences engage with video content
In the digital era, over-the-top (OTT) has reshaped how we consume media. From smart TVs to mobile devices, OTT streaming services provide unparalleled access to diverse content as well as versatile monetization options. But exactly what is an OTT platform, and how will the format continue to evolve? In this article, we’ll define the OTT platform meaning while exploring the state of contemporary OTT services.
Dig deeper with The Marketer's Guide to Understanding OTT (Over the Top) Platforms.
What is OTT?
Over-the-top refers to the delivery of digital content, such as TV shows, movies, and other video content, over the Internet instead of traditional broadcast TV or cable boxes. OTT has become increasingly significant in media consumption and advertising as more consumers turn to streaming options for their entertainment needs.
There are different devices with OTT capabilities, including smart TVs, streaming media players, gaming consoles, and mobile devices. The variety of OTT content includes on-demand video, live streaming, and user-generated content. Both revenue and user growth for OTT video are projected to continue to rise, driven by the increasing popularity of streaming services and the shift towards digital content consumption.
These OTT solutions create new monetization opportunities for video publishers, including subscription-based models, advertising-supported content, and pay-per-view. Video publishers can benefit from OTT solutions by reaching a wider audience, gaining valuable viewer data insights, and creating more personalized and engaging viewing experiences.
What Is an OTT Platform?
So what is an OTT platform? These are streaming services that distribute film and television content over the Internet. The technology allows viewers to access the same content library from their smart TV, smartphone, or computer screen. OTT streaming services have become increasingly popular due to their convenience, affordability, and the vast selection of content available. With the rise of platforms such as Netflix, Hulu, Amazon Prime Video, and Disney+, OTT streaming has revolutionized the way people consume entertainment, offering a wide range of movies, TV shows, and original content at the touch of a button.
OTT vs Live Streaming
OTT and live streaming are two distinct methods of delivering content over the internet. Live streaming involves broadcasting content in real-time, allowing viewers to watch events or shows as they happen. This is typically achieved through specialized live streaming platforms and involves the use of real-time encoding and delivery technologies. On the other hand, OTT covers on-demand movies, TV shows, and many more.
What Types of Content are Suitable for OTT?
What is OTT platform programming like in the modern era? Today’s technology supports a broad spectrum of content, making it suitable for multiple audiences. Popular movies and TV shows are widely consumed on OTT platforms, but there is also potential for leveraging sports, education, fitness, concerts, and live events.
Monetization models available for on-demand and live videos on OTT platforms include subscription-based services, pay-per-view options, and advertising revenue. This flexibility allows content creators to generate revenue from their offerings while catering to different audience preferences.
Whatever the content, the importance of device-friendly delivery cannot be overstated. With the increasing prevalence of smartphones, smart TVs, and other connected devices, optimizing content for seamless viewing across various platforms is crucial for reaching and engaging audiences.
Benefits Of OTT Solutions For Publishers
OTT solutions offer a multitude of benefits for video publishers. Firstly, these platforms provide excellent accessibility for viewers as they can stream content anytime, anywhere, and on any device. This accessibility not only enhances the viewing experience but also increases the potential audience for publishers.
Additionally, OTT solutions increasingly support ad-free content, providing a more low-cost experience for viewers while also allowing video publishers to monetize their content with video ads. Furthermore, the direct-to-consumer aspect of OTT solutions allows video publishers to connect directly with their audience, giving them the freedom of choice when it comes to selecting and consuming content. This direct relationship with consumers also allows for more personalized and targeted ad content.
Many OTT platforms provide access to original content, enticing viewers with exclusive and unique offerings. This not only adds value to the platform but also attracts a larger and more loyal audience.
Most Popular OTT Devices To Stream OTT Content
Some of the most popular OTT devices for streaming OTT content include smart TVs, mobile phones, and gaming consoles. Each of these devices presents unique benefits for delivering OTT content. Mobile phones offer the convenience of on-the-go streaming with smaller screens. Gaming consoles have powerful hardware for smooth video playback but may require additional subscriptions. Smart TVs offer a seamless viewing experience and often have tools for downloading and managing multiple OTT apps.
In the long-term, developing OTT solutions for smart TVs is of utmost importance. The potential reach and audience engagement through these devices are significant. Smart TVs also support a communal viewing experience, making them an attractive option for family or group entertainment. Offering OTT content across multiple devices helps reach a wide and engaged audience, but smart TVs are particularly well-positioned to tap into viewing trends.
The Future of OTT
What are OTT platforms doing to prepare for the latest advancements? The future of OTT looks to be a dynamic one with several anticipated developments. One major trend is the rise of super aggregators, which will consolidate multiple streaming services into one platform, offering users a seamless and convenient experience. Additionally, major OTT providers are diversifying into gaming, tapping into the lucrative industry to attract a wider audience. There is also potential for legalized gambling with low latency streaming to accelerate the growth of new sports streaming services, providing an immersive experience for sports fans.
Another key development is the replacement of linear TV with Free Ad-supported Streaming TV (FAST), offering viewers a wide range of content without a subscription fee. The continued growth of eSports and live streaming gaming is also expected, with these forms of entertainment gaining popularity and attracting a dedicated audience.
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