Over-the-top

Definition

Over-the-top (OTT) refers to the delivery of content directly to viewers via the internet, bypassing traditional distribution channels such as broadcast and cable television. This method allows consumers to access movies, TV shows, and other media through streaming platforms without needing a cable subscription. OTT services have revolutionized how audiences consume content, giving them more control and flexibility in their viewing choices.

5 Must Know Facts For Your Next Test

1. OTT platforms include popular services like Netflix, Hulu, and Amazon Prime Video, which offer diverse libraries of content accessible on various devices.
2. Over-the-top services often utilize subscription models, allowing users to pay a monthly fee for unlimited access to a wide array of content.
3. The rise of OTT has led to increased competition in the media landscape, prompting traditional broadcasters and cable networks to launch their own streaming services.
4. OTT delivery is often characterized by its flexibility, allowing viewers to watch content on-demand and across multiple devices such as smartphones, tablets, and smart TVs.
5. OTT content can include original programming exclusive to the platform, which has become a key strategy for attracting subscribers and differentiating services in a crowded market.

Review Questions

• How has the emergence of over-the-top services changed the way audiences consume media compared to traditional broadcast methods?
  • The rise of over-the-top services has significantly transformed media consumption by allowing viewers to bypass traditional broadcast methods. With OTT, audiences can access a vast library of content at their convenience without being tied to specific broadcasting schedules. This shift gives viewers more control over what they watch and when they watch it, which contrasts sharply with the fixed time slots and limited selection of traditional television.
• Discuss the implications of cord-cutting trends on traditional cable networks and how they are adapting to remain competitive.
  • Cord-cutting trends have forced traditional cable networks to reassess their business models due to declining subscriber numbers. In response, many have launched their own streaming platforms to retain viewers who prefer on-demand content. Additionally, some networks are offering flexible subscription plans and bundling services with OTT offerings to attract both former and potential customers looking for a more tailored viewing experience.
• Evaluate the impact of over-the-top content on the production landscape and what this means for future media trends.
  • The impact of over-the-top content has reshaped the production landscape by encouraging investment in high-quality original programming, as platforms compete for subscriber attention. This trend has led to greater creativity and diversity in storytelling while also increasing competition among content creators. Looking ahead, we can expect continued innovation in how content is produced and distributed, with OTT services likely driving trends towards niche markets and interactive viewing experiences that cater to evolving audience preferences.

Related terms

Streaming Service: An online platform that provides users with access to a wide variety of media content for viewing over the internet, usually on a subscription or ad-supported basis.

Cord-Cutting: The trend of consumers canceling their traditional cable or satellite TV subscriptions in favor of cheaper and more flexible streaming options.

Video on Demand (VOD): A media distribution system that allows users to select and watch video content whenever they choose, rather than at a scheduled broadcast time.