What is OTT?
An “over-the-top” (OTT) media service is any online content provider that offers streaming media as a standalone product, bypassing traditional distribution channels like cable or satellite TV.
The term is most commonly applied to video-on-demand platforms, but also covers audio streaming, messaging services, and internet-based voice calling.
As long as you have an internet connection, locally or through a mobile network, you can access the complete service at your leisure.
OTT services are typically monetized through one of three standard models:
- TVOD (transactional, pay-per-title)
- SVOD (subscription-based)
- AVOD (ad-supported, free to the viewer)
Many platforms combine more than one model.
Why use OTT?
Consumers have widely embraced OTT content over traditional cable and satellite alternatives. A few reasons why are:
- High-value content at low cost: Streaming services are widely considered a cost-effective alternative to traditional cable packages, at a fraction of the price for the content you actually watch.
- Original content: OTT providers like Netflix and Amazon Prime produce content exclusively available through their own service, and platforms like HBO Max and Disney+ hold exclusive streaming licenses for previously televised content.
- Compatibility with multiple devices: Unlike cable, which required a television set, OTT content is accessible from a gaming console, smartphone, tablet, or smart TV, all under the same account.
How is OTT delivered?
Thanks to its internet-based delivery, OTT bypasses the third-party networks that traditionally manage online content. Customers just need an internet connection and a compatible device:
- Mobile devices: Smartphones and tablets can download OTT apps from a supported digital storefront.
- Personal computers: Most computers support OTT viewing through desktop apps or web browsers.
- Smart TVs: Many newer TV models include pre-installed OTT apps, or let users download them.
- Digital media players: Third-party devices like Apple TV support a range of OTT solutions, and many modern game consoles can also download and run OTT apps.
What types of content are suitable for OTT?
While the OTT conversation largely revolves around video-on-demand, the category actually covers a broad range of web-based content:
- Video: The most widely recognized form of OTT, spanning subscription platforms like Netflix, paid storefronts like iTunes, and ad-based services like YouTube.
- Audio: Internet radio stations and podcasts are common examples.
- Messaging: OTT-based instant messaging connects users directly over the internet, bypassing SMS networks; many can replace or integrate with standard texting.
- VOIP: Internet-based voice calling platforms are also considered OTT services, sometimes integrating with mobile phone networks for added features.
Frequently asked questions (FAQ)
Is OTT the same as streaming?
Closely related but not identical. OTT describes the delivery model, content sent directly over the internet, bypassing cable or satellite. “Streaming” describes the viewing action itself. Nearly all OTT content is streamed, but OTT is the broader business/technology category.
What's the difference between OTT and CTV (connected TV)?
OTT refers to the content and service, delivered over the internet on any device. CTV refers specifically to the device category, smart TVs, streaming boxes, and game consoles, used to access that content on a television screen. A single OTT service (like Netflix) can be accessed via CTV devices as well as phones, tablets, and computers. Unity's own Connected TV advertising platform helps advertisers reach streaming audiences on CTV devices and convert them into app users.
Does OTT include free, ad-supported content?
Yes. This is the AVOD model, where viewers watch content for free in exchange for ads.