Over the top (OTT) TV is video, television or film content that viewers can access with a high-speed internet connection instead of a TV subscription.
OTT does not mean free, as the term encompasses services such as Netflix, Amazon, iTunes and HBO Now.
OTT viewing became popular with Netflix’s sharp growth as it segued from simply showing old movies and television shows to developing original content and distributing licensed content more quickly. Its fast-growing profitability and popularity, especially with younger audiences, has spurred wide-ranging competition.
OTT content can be accessed directly on a computer, but it is often watched on a Web-enabled television or through an Internet-enabled device, such as a Roku or Apple TV, connected to a conventional television.
The OTT market is soaring. Over 60% of young adults in the U.S. primarily use online streaming to watch TV. The OTT market was valued at $85.16 billion in 2019 and is expected to reach $194.20 billion by 2025, registering a CAGR of 13.87%, during the period of 2019-2025.
Growth in the adoption of smart devices and greater access to higher internet speeds is driving the OTT market. Mobile data traffic is experiencing exponential growth, driven by data-capable devices and high-bandwidth applications such as live video streaming.
One of the driving forces behind OTT’s popularity is cost. Because OTT subscriptions are so affordable, users are able to spend $12 on Netflix and $8 on Hulu a month and get access to an enormous library of commercial-free shows and recently-aired cable shows.
The onset of the COVID-19 pandemic also created a positive impact on the OTT landscape, with audiences consuming more content at home via OTT devices.
Industry insiders believe OTT will continue to skyrocket with advances in technology, which plays into OTT’s availability anywhere, immediately on demand. Investors and managers should pay close attention with standalone 5G’s launch in the U.S. expected in 2021. Pure 5G without a mix from previous generations such as 4G, will boost download speeds and streaming with practically zero latency.
With data being able to move in real time on 5G, advertisers will be able to put their ads directly in front of potential customers almost instantly.
Products like OTT will definitely change in delivery as people take their favorite movies and shows on the road with them.
Now is the time to learn everything you can about OTT and its future potential.
OTT TV for Managers Course by Tonex
OTT TV for Managers, Over the Top (OTT) is a 2-day training course for managers, business professionals and non-engineers. OTT TV training for managers covers key business and operational principles behind Over the Top (OTT).
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.
Upon completion of this course, the attendees are able to:
- Describe what OTT TV is and how it works
- List the business drivers for OTT TV
- Describe key operational impacts of OTT TV
- Discuss fundamental concepts and value proposition behind OTT TV
- List key challenges and possible migration paths
This course is designed for non-engineers professionals who are interested to learn OTT TV and its impact.
Introduction to OTT
- What is Over-the-top content (OTT)?
- Drivers for OTT TV
- OTT devices
- Smart TVs, Apple TVs, Chromecast, PlayStation, Xbox, Amazon Fire sticks, and other streaming devices.
- OTT and broadcasting
- OTT TV vs. IPTV
- Delivery of audio, video, and other media over the Internet
- Control or distribution of the content
- Broadcasters vs. ISPs.
- Role of Internet provider
- Contents of the Internet Protocol packets
- Responsibilities and Control
- Viewing abilities, copyrights, and/or other redistribution of the content
- OTT and content that arrives from a third party
OTT TV Service Model
- OTT service providers
- The OTT model
- Business model
- Market and consumer drivers
- TV and video service models
- OTT TV providers
- Managed versus unmanaged video delivery
- Content delivery networks
- Video security
- Ad insertion
Principles of Digital Marketing and Digital Advertising
- Acquisition, retention and brand marketing
- Programmatic advertising
- Data-driven targeting and digital campaigns
- Unified measurement
- Tracking the impact of your campaigns with digital and traditional metrics
- Gross rating points and online/offline sales
- Precise frequency control
- Premium inventory
OTT TV Advertising
- OTT TV advertising models
- What’s the OTT TV ad model?
- Dynamic ad insertion, which allows ads to be swapped out.
- On-demand viewing of episodes or series
- How can marketers prepare?
- Fragmented in the new video ecosystem
- Deep knowledge of consumer targets
- Messaging embedded in the content
- Power of advertising (AVOD), pay-per-view (TVOD), and subscription (SVOD)
- Connected TVs and streaming media devices
- Connected game consoles and set-top
- Streaming video as pre-loaded services
- Changing consumer
- The main challenges for an OTT-TV operator
OTT Technology Concerns
- Video quality: QoS and quality of experience (QoE)
- Variety of multi-encoding and transcoding
- Target devices and video form factors
- Processing architectures
- video-processing suppliers
- Video quality
- The quality of the source video
- Content Delivery Networks (CDN)
Case Studies (Selective)
- T-Mobile USA
- T-Mobile Germany and Netherlands
- Sky Channel Brazil
- Turk Cell
- Amazon Video
OTT TV for Managers