What is OTT?

OTT (Over the Top) services refer to any type of streaming video or media content that allows viewers to access movies or TV shows by sending the media content directly through the Internet. An OTT platform provides an application-based service that streams content directly to the user’s device through traditional content delivery channels via the Internet.

The Drawbacks of the TV systems

The traditional model of the TV system does not give flexibility to the consumer to view their favorite TV show or movies whereas OTT platforms provide this feature. An OTT platform consumer can choose their favorite TV show or cinema with the range of connected devices separately. OTT Platform support wide range modes of access regardless of platforms like mobile, smart TV, SET-top box, etc. So Internet plays a vital role in the OTT module as content of the OTT reaches viewers through it.  TV operators are facing a big challenge on how a customer will get the best viewing experience to their OTT platforms.

Why OTT platforms get more popularity?

Many factors have gone into making OTT extremely popular with the public.

• Consumer can choose different package as per their needs.
• Premium content come into different OTT platforms
•  Large variety modes of access:  Through Internet-connected consumers can access OTT content devices such as
• phones (including Android, iOS, and Windows-type mobile devices),
• smart TVs (such as Google TV),
• set-top boxes (such as Apple TV, Fire TV),
• gaming consoles (such as the PlayStation 4  and Xbox One),
•  Tablets and Desktop and Laptop computers.
• OTT provides content using data-driven approach by using they can observe how much engagement happening with respect to content.

List of some Top OTT platforms in India:

• Amazon Prime Video
• Netflix
• Disney+ Hotstar
• Voot
• ZEE5
• Sony LIV
• MX Player
• ALT Balaji

What Difficulty currently facing by the OTT?

The biggest challenge facing content delivery based on the OTT platform is distribution. For example, delivery through OTT platforms requires users to have TVs connected to the internet, which means replacing traditional TVs with newer TVs with internet.

Conclusion

However, the growing adoption of OTT viewing shows those users ultimately see it as a small price to pay for the convenience and affordability it offers in the long run, especially among younger people. As the Indian market has a bright future in the entertainment industry, the OTT platforms will be alternative for consumers if they provide good quality content.

Photo by freestocks.org from Pexels

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Whether you are an individual interested in funny lip sync Dubmash video app or a busy corporate guy attending a video conference or virtual training session, you can’t do away with video when it comes to communication on the internet. Right from Youtube, Netflix, Periscope, Facebook Live, WhatsApp, Skype to Slideshare the list of video applications is endless.

Internet experts and digital communication specialists are vouching for video as the most effective communication medium. From startups to multi-national companies, a major share of their marketing budget is allotted for creating impressive explainer videos targeting both employees and prospective clients.

On this backdrop, here are the 10 incredible facts about the future of internet video:

1. Three-fourth of the internet traffic will be video-centric
2. Internet users consider Youtube as the second most popular search engine
3. Facebook to have over 8 billion video views per day
4. 80% of internet users recall a video advertisement they saw 30 days ago
5. Including the word ‘video’ in the email subject line boosts the open rate by 19%
6. When it comes to attention span, a higher proportion of viewers stick around to watch a 30-second online video, but they get distracted if the video duration is over 30-second
7. Videos improve Twitter engagement by 28%
8. By 2020, 7 trillion video footages are expected to be uploaded with mobile video increasing 11-fold, amounting to over 75% of the mobile data traffic
9. The surge in smartphone penetration has resulted in the popularity of mobile videos. The mobile videos uploaded on Youtube increase by 100% every year
10. Digital video is the new TV as Youtube alone reaching out to more viewers aged 18-49 years than any of the cable networks in the U.S

Internet videos are not a passing fad. Exciting new video features like live streaming videos, paid online video subscriptions, smartphone-based mobile gaming, virtual reality and augmented reality all put together will take the internet video viewing to the next level in the near future.

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