An over-the-top (OTT) application is any app or service that provides a product over the Internet and bypasses traditional distribution. Services that come over the top are most typically related to media and communication and are generally, if not always, lower in cost than the traditional method of delivery.
What are some examples of OTT? There are many OTT platforms including Netflix, Disney+, Hulu, Amazon Prime Video, Hulu, Peacock, CuriosityStream, Pluto TV, and more.
Over-the-Top (OTT) refers to a method by which traditional distributors such as broadcasters, cable and IPTV operators transmit content over high-speed Internet connections instead of sharing the content. OTT content is, in most cases, movie or TV content that you watch on your phone, laptop, tablet, or connected TV.
OTT streaming is when users offer premium content and superior experiences on OTT platforms like Netflix and Hulu that do not require cables to watch. Because of this, OTT content can also be streamed on today’s wide range of devices.
OTT television, commonly referred to as online television, internet television, or streaming television, is still the most popular OTT content. These signals are received over the Internet or cell phone networks as opposed to receiving television signals from terrestrial broadcasters or satellites. Access is controlled by the video distributor via an app or separate OTT dongle or box connected to a phone, PC or smart TV set.
The impact of traditional media ad purchases can be difficult to measure. The ability to display personalized ads and track click-through rates as viewers move into the OTT space will allow marketers to benefit from older media in terms of attractive content packages, but will have very modern capabilities to quantify impact and leverage metrics.
Many OTT services operate on a paid subscription basis, but a large number also run advertisements or offer tiered packages that allow users to either pay for ad-free experiences. OTT marketing is much like legacy media advertising, usually taking place between songs or episodes, but it is delivered through the streaming media on OTT platforms.