OTT

Over-The-Top

The delivery of video content via the Internet, bypassing traditional cable, satellite, or broadcast TV distribution methods. OTT content is streamed directly to viewers on their connected devices, such as smart TVs, streaming devices (like Roku or Amazon Fire TV), gaming consoles, smartphones, tablets, and computers. Key characteristics of OTT include:

1. Cross-platform accessibility: OTT content can be accessed on a variety of devices, allowing users to watch their favorite shows and movies anywhere, anytime, and on any screen.
2. Internet-based delivery: OTT content is delivered through the internet, using a viewer’s existing broadband connection, without the need for a traditional TV subscription or set-top box.
3. On-demand and live content: OTT platforms offer both on-demand content, which can be watched at any time, and live streaming content, such as live sports events or news broadcasts.
4. Personalization and recommendations: OTT platforms often use algorithms to analyze viewer preferences and provide personalized content recommendations, enhancing the user experience.
5. Subscription and ad-supported models: OTT services can be subscription-based (SVOD), where users pay a recurring fee for access to content, or ad-supported (AVOD), where users can watch content for free with advertisements inserted into the programming.

OTT has transformed the media and entertainment landscape, giving viewers greater control, flexibility, and choice over video consumption. As a result, it has also created new opportunities for advertisers to reach targeted audiences in a digital video environment, leading to the growth of OTT advertising as a key component of many brands’ media strategies.

• Abbreviation: OTT