What Is OTT and Benefits of OTT Platform

Introduction

OTT (over-the-top) is a method of delivering television and film content to consumers over the internet at their request and to meet their specific needs. The term "over-the-top" refers to a provider of content that goes above and beyond traditional internet services.

Shift from IPTV to OTT

Since the mid-1990s, digital television content delivery via Internet Protocol (IPTV) has been the standard method for TV service providers to distribute content to customers. Reception typically requires a TV subscription, a contract, a set-top box, and a technician to connect the array of hardware to high-speed internet services in each customer's home or office. As a result, content is distributed through private "multicast" MPEG transport stream networks (meaning multiple streams are pushed to multiple consumer locations, like digital cable and satellite TV). This ties consumers to a single service provider (whichever is available in your area) and restricts the content available to channels available in their specific area and region.

Examples of OTT Platforms

OTT Platforms include MX Player, Netflix, Prime Videos, Voot, Alt Balaji, Zee5, and Sony LIV. YouTube is one of the most popular OTT platforms in India, where users can watch videos, songs, movies, and other content. MX Player is one of the best free OTT platforms in India, with an exciting collection of TV shows, web series, movies, and more. The free video streaming service MX Player allows you to watch your favorite content on your laptop, TV, mobile phone, and other smart devices.

OTT Marketing

Many OTT services are subscription-based, but many also run advertisements — or offer tiered packages that allow users to pay for ad-free experiences. OTT marketing is similar to legacy media advertising in that it occurs between songs or episodes, but it is delivered via streaming media on OTT platforms.

Client-side and service-side OTT marketing setups are the two most common.

The viewport for the streaming media loads the ad before the episode or film is shown in a client-side setup. The ad is integrated seamlessly into the frames of the media in a server-side ad insertion, making ad blocking impossible. However, because supporting server-side ad insertion is a much more technically difficult proposition, it is still relatively uncommon.

Benefits:

The following are some of the advantages of OTT Platforms:

• Connectivity: OTT platforms are very simple to use and require only a few things such as a strong internet connection, a viewing device such as a smart TV or a phone, and so on. The network provider provides internet connectivity for a monthly fee, and the viewer has the option of selecting an internet package or plan based on his needs.

• Cost-Effective: The internet is used in a variety of ways, including working from home, live video streaming, online classes, watching movies, and accessing social media. However, internet usage prices are independent of the network provider chosen or the content accessed. The cost of OTT is determined by the internet data package chosen as well as any subscription fees for the OTT platforms being viewed.

• Convenience: Because the internet can be accessed from anywhere, at any time, and on any device, gaining access to content on OTT platforms will be simple. Traditional Cable networks, on the other hand, are bound by physical and geographical boundaries. This region-free nature of OTT offerings makes it very convenient for visitors to watch their preferred content.

• Diverse Content: Traditionally, cable networks have been restrictive in terms of the content that they show. This content material typically consists of serials, news, stay games, movies, children's content, and so on. As a result, the viewer faces challenges in channel selection, content type, quality, and variety. OTT platforms offer a wide range of content, with the majority offering both free and paid content. Visitors can become prime members through subscriptions; however, even without subscribing to OTT platforms, a viewer can watch virtually limitless content.

• Device Independence: This is possibly the most significant advantage of OTT platforms. It can be viewed on any device that is not a network carrier. Furthermore, the ability to view or add videos from smartphones allows for live video streaming from anywhere and at any time. Ott is also used to promote products and services.

Conclusion

OTT is the future of result-driven media content delivery. Companies that recognize the same and change their advertising strategies stand to benefit greatly from the benefits provided; they may capitalize on the popularity that OTT platforms currently enjoy. This desire could mean the difference between standing out from the crowd and becoming one of them.

Written by Jay Kumar Gupta