OTT stands for Over-the-Top content that refers to the delivery of audio, video and other TV content on internet without involving multiple system providers. It means users don’t need to essentially subscribe the cable connection or satellite pay services to watch their favorite programs. The best example of OTT is Netflix that launched its SVOD – subscription of video-on-demand service in 2007 by raising the number of its subscribers to a whopping 47 million till date.
How OTT contents are accessed?
OTT content are accessed through the internet connected devices, for example, set-top boxes, gaming consoles, smartphones, desktop, laptops, tablets and smart TVs.
How OTT delivery makes difference over traditional television broadcasting?
One of the biggest benefits of OTT that makes it popular is the delivery of streaming videos to customers. Other differences that makes OTT stand apart are:
On – demand video
The most remarkable feature of an OTT platform is the consistent and smooth video content delivery to customers. On contrary, the traditional television requires users to either watch at fixed time or record episodes.
The content can be viewed from any device including smartphones, PCs as well as television sets. No additional equipment is needed. Content is portable rather that sticking to a particular device and set up is too simple.
Access is delayed to new content
The best example of this feature is Netflix announcements of its first entirely OTT based television show, i.e. House of Cards. However, for of the shows, new episodes are regularly aired on TV.
In comparison of traditional television, OTT video streaming comes with few or no advertisements that means enhanced experience.
Faster VOD – Video on Demand
VOD providers, like YouTube, requires the user to download the file gradually and the process results in lower quality video with occasionally buffering.
- Streaming videos consumes considerable amount of cell phone data. As the quality of the video depends on the IP connections, still very few people have fast connections to watch the videos effectively.
- While some consumers can watch videos on their TV, some don’t have their availability on a PC.
However, with increasing high-speed internet and fine-quality electronic devices, these issues are being overcome.
- OTT uses HTTP servers. On the other hand broadband, streaming is based on IP.
- OTT relies on servers. So during high-demand times, they may crash. In order to combat this problem, OTT providers must implement adaptive streaming.
- OTT comes with its own sets of issues and providers need to be well aware of these problems as well as solutions to resolve these problems.
Although there are several advantages as well as issues with OTT delivery, if the platform is successful implemented and used, it provides excellent user experience.