Over-the-top

Definition

Over-the-top (OTT) refers to content delivery services that transmit audio, video, and other media over the internet without the need for traditional cable or satellite television subscriptions. This shift has revolutionized how viewers access content, allowing for greater flexibility and convenience as consumers can choose from a range of platforms and devices to stream their favorite shows and movies.

5 Must Know Facts For Your Next Test

1. OTT services have grown rapidly due to increasing internet speeds and widespread smartphone usage, making it easier for consumers to stream high-quality content on various devices.
2. Major OTT platforms like Netflix, Hulu, Amazon Prime Video, and Disney+ have disrupted traditional television by offering exclusive content and original programming.
3. The rise of OTT has led to changes in advertising strategies, as brands now focus on digital marketing rather than relying solely on traditional TV ad spots.
4. OTT content often allows for binge-watching, which has changed viewer habits and expectations regarding how shows are consumed.
5. OTT services are available globally, enabling international audiences to access a diverse range of content that may not be available through local broadcasters.

Review Questions

• How has over-the-top (OTT) content changed consumer behavior regarding media consumption?
  • Over-the-top content has transformed consumer behavior by providing greater accessibility and flexibility in how viewers choose to watch media. With the ability to stream content on demand from various devices, audiences can now tailor their viewing experiences to fit their schedules. This shift has led to binge-watching becoming a common practice, as viewers can easily consume multiple episodes or films in one sitting without waiting for weekly releases.
• What impact has the growth of OTT platforms had on traditional television broadcasting and advertising?
  • The growth of OTT platforms has significantly impacted traditional television broadcasting by leading many consumers to cancel their cable subscriptions, a trend known as cord-cutting. This shift has prompted networks to adapt by developing their own streaming services or partnering with existing OTT providers. Additionally, advertisers have had to revise their strategies, focusing more on digital platforms where they can target specific audiences effectively rather than relying solely on conventional TV ads.
• Evaluate the long-term implications of over-the-top content delivery on the future landscape of television and media industries.
  • The long-term implications of over-the-top content delivery could reshape the entire television and media industries. As more viewers migrate towards OTT services, traditional broadcasters may struggle to maintain viewership and revenue. This could lead to increased consolidation within the industry as networks seek partnerships with OTT platforms. Furthermore, as consumer expectations evolve towards personalized and diverse content offerings, creators may increasingly prioritize original programming that caters specifically to niche audiences, fundamentally changing how stories are told and consumed.

Related terms

Streaming Services: Platforms that allow users to watch or listen to content in real-time via the internet, often on-demand and without downloading files.

Cord-Cutting: The trend of consumers canceling their traditional cable or satellite TV subscriptions in favor of cheaper internet-based alternatives.

SVOD:

Subscription Video on Demand, a model where users pay a recurring fee for unlimited access to a library of video content, commonly seen in services like Netflix and Hulu.