Over the top TV (OTT) was initially named in reference to devices that go “over” a cable box to give the user access to TV content.
In OTT channels, content is delivered via an internet connection rather than through a traditional cable/broadcast provider. While OTT and video are intertwined, they are not the same thing.
OTT is just a different channel through which video content (and related display or video advertisements) is delivered to end users.
The accessibility of OTT content is one of the many reasons it’s so popular. To stream OTT, customers only require an internet connection and a compatible hardware device, such as:
- Mobile OTT Devices: Smartphones and tablets are able to download OTT apps to stream on-the go.
- Personal Computers: Consumers can access OTT content from desktop-based apps or web browsers.
- Smart TVs: The most common examples include Apple TV’s, Smart TV’s, PlayStation, Chromecast, Xbox, FireStick and MORE. While you can typically stream OTT content on mobile and desktop devices, they aren’t considered true OTT devices.
In the digital age, consumers expect more than what was available a generation ago, and OTT fits that bill. In fact, OTT has several advantage over cable.
OTT can be streamed anywhere there’s a Wi-Fi or internet signal. That means you could even see your favorite programs while riding the subway. Add to that, people have the freedom of going “on the air” whenever. In other words, viewers aren’t regimented to what’s broadcasting at the moment. They can literally customize their viewing experience to whatever they want to watch from the titles available.
Consumers have reacted well to being in the driver’s seat.
More than ever, content is going straight toward what the consumers want to watch — and the turnaround time is getting faster and faster.
OTT also pioneered the possibility of ad-free content, ad hoc subscription services and more monetization strategies.
Want to learn more? Tonex offers OTT for Managers, a 2-day course where participants learn how OTT services can generate revenue from video on demand (VOD), catch-up TV and interactive applications.
OTT TV Training also covers advance over-the-top (OTT) online TV features, the direction of the broadband telecommunications industry, and the latest developments.
For more information, questions, comments, contact us.