What Does OTT Stand For?

OTT, or "over-the-top," refers to the delivery of video and audio content over the internet, without the need for a traditional cable or satellite subscription. OTT content is provided by a variety of sources, including streaming services like Netflix, Hulu, and Amazon Prime Video, as well as individual broadcasters and content creators who distribute their work directly to viewers via platforms like YouTube and Twitch.

One of the key advantages of OTT is its flexibility. Viewers can access content on a wide range of devices, including smartphones, tablets, laptops, and smart TVs, and they can do so at any time, as opposed to being tethered to a traditional broadcast schedule. OTT also enables a much more personalized viewing experience, as viewers can choose from a vast library of content and create their own "virtual channel" by selecting the shows and channels they want to watch.

The rise of OTT can be attributed to several factors, including the increasing availability of high-speed internet, the growing ubiquity of connected devices, and the ever-expanding array of streaming options. The COVID-19 pandemic has also accelerated the adoption of OTT services as people were staying home more and needed to find entertainment and ways to stay connected virtually.

Another important factor in the growth of OTT is its business model. Traditional pay-TV providers rely on a bundle of channels, with the cost of expensive channels such as sports or movies being spread among all subscribers, many of whom may not actually watch them. OTT services, on the other hand, typically offer a more a la carte approach, allowing users to subscribe to only the services they want. This can be more cost-effective for viewers, and it also allows content creators to reach a more targeted audience.

As OTT becomes increasingly popular, it is also changing the way traditional media companies operate. Many broadcasters and cable networks are now producing their own OTT content, both to reach new audiences and to retain viewers who might otherwise unsubscribe. This is also leading to an increase of original programming that is exclusive to a particular OTT service and can not be found on traditional TV.

However, OTT is not without its challenges. One issue is the sheer number of options available, which can make it difficult for viewers to find the content they want. Another is the fact that many OTT services operate on a subscription-based model, which can lead to "subscription fatigue" among viewers who are increasingly being asked to pay for multiple streaming services in order to access the content they want.

Additionally, because OTT distribution bypasses traditional pay-TV providers, it also bypasses the protections and regulations that are in place to ensure that all viewers have access to diverse programming and news, regardless of their location or socioeconomic status. This is also leading to the growing trend of cord-cutting, where viewers are canceling their pay-TV subscriptions in favor of OTT services.

Overall, OTT is a rapidly growing and constantly evolving field, with new developments and offerings coming out all the time. It offers viewers more flexibility and choice than ever before, but also requires them to navigate a more complex landscape of options.

Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.