What is the definition of OTT?
OTT means “over the top” and refers to any streaming service that distributes content over the Internet. The service is delivered on the “over the top” of another platform, hence the moniker.
In previous years, a consumer subscribed to a cable and their cable TV provider would be responsible for the supply and availability of programming. In the modern era, users can sign up for services such as Netflix or Spotify and use their offerings on the Internet. The cable provider now only provides an internet connection and does not have the ability to control what you consume. This separation has major implications for advertising.
Why is OTT important?
Since OTT is a relatively new phenomenon, it has the potential to increase to a large extent. Many companies are entering the OTT sector, providing a wide variety of options for consumers and increasing the amount of ad inventory for marketers. As more people cut the cord and move towards online-only media consumption, the way to reach these consumers will be through OTT services. How marketers can take advantage of these platforms remains to be widely seen.
What is an OTT Platform ?
OTT platforms are Over The Top platforms that display video or other media related content via the Internet. These are a kind of app in which these television content and movies are shown. For this, customers have to subscribe to these OTT platforms. And then they can see the content they want to see in it. The popularity of OTT platform was first increased in the US, after which it has gradually spread everywhere. And in the coming time it will start to be used a lot. It is mainly used for video on demand platforms, audio streaming, OTT devices, voiceIP calls, and communication channel messaging etc.
OTT Full Form?
The full form of OTT is Over the top.
Types of OTT Platform Services:-
There are 3 types of services of OTT platform whose information are as follows –
Transactional Video on Demand (TVOD): –
This TVOD service of OTT platform provides the facility that if customers want to watch one of their favorite television shows or movies once, they can watch it on rent, or it can be purchased. For example, Apple iTunes etc.
Subscription Video on Demand (SVOD): –
If customers like to watch video streaming content, then they have to take a subscription for this, and they need to pay something for the subscription. There are many platforms in which customers can view original content. For example Netflix, Amazon Prime etc.
Advertising Video on Demand (AVOD): –
Advertisements are available in this OTT service. In this, customers can watch the content for free, but in addition to viewing these content, they also have to watch aids in between, which can be any video aids.
What is OTT Marketing?
Many OTT services operate on a paid subscription basis, but also run a large number of advertisements – or offer packages that allow users to pay for ad-free experiences. OTT marketing is largely like old media advertising, usually between songs or episodes, but distributed through streaming media on the OTT platform.
There are two main types of OTT marketing set-up, client-side and service-side.
In a client-side setup, a viewport for streaming media loads ads before an episode or movie is shown. In server-side ad insertion, the ad is seamlessly integrated into the frame of the media, which means that ad-blocking is not possible. However, supporting server-side ad insertion is a technically more challenging proposition, so it is still relatively uncommon.
What are the benefits of OTT Marketing?
In legacy media advertising shopping, the impact can be difficult to measure. As viewers move towards the OTT space, the ability to show them personalized ads and track click-through rates will mean marketers get the benefit of older media in terms of attractive packages of content – but impact and leverage measurement With very modern capability of.
Largest OTT Provider
The type of OTT service most users interact with regularly is video OTT. Services such as Netflix, Hulu or Disney + Hotstar are video OTT services, which provide users with multiple programming options for both a licensed library of TV shows and movies, as well as original programming.
Another major OTT market is audio, with services like Spotify now almost synonymous with music streaming. Users can access a huge library of recording artists and podcasts via an Internet connection.
Remember the text message? Most users now use OTT messaging services such as WhatsApp, Telegram or Signal, which allow them to use their Internet connection to share information.
Similarly, voice OTT services, such as Skype or WhatsApp, are increasingly common rather than phone calls.
Benefits of Services Offered in OTT Platform:
- Where people need a cable TV connection or DTH connection to watch TV shows and movies or favorite programs, people can now watch their favorite shows whenever they want using Internet connectivity.
- Web series, documentaries and whatever content they watch on the OTT platform are original. Which does not happen in any platform.
- There are some OTT platforms that create their own content or series and put in it, these are some OTT platforms like Amazon Prime Video and Netflix.
- Through this technology, people have become quite comfortable. Because people can do whatever they want and use the OTT app whenever they want.
- In today’s time, people are buying devices such as smart TVs, smart phones and tablets in place of TV, ie the main reason is OTT platforms, because people now connect OTT on these devices and see these shows in it.
- People can easily download this OTT platform app from PlayStore on their mobile phones or tablets. And by connecting it to your SmartTV, you can watch shows and movies of your choice.
- The best advantage of OTT is that people do not have to wait for it, they can see the content they want to watch. This is its most special thing.
- Now some of Bollywood’s upcoming films in 2020 are also going to be released on the OTT platform, so that people will get a chance to watch these movies with their family at home.
- Click here to know about the advantages and disadvantages of mobile phones and mobile towers.
List of Most Popular OTT Platforms in India:
The most popular OTT platforms in India are –
Hotstar is capped in the Indian market and is currently a Disney-owned OTT platform with more than 400 million monthly active users. It is particularly popular for performing superhit shows such as live sports programming and Game of Thrones. The content that this platform displays can also be viewed without subscription service.
The most popular video streaming company, Netflix, came to India in 2016. The original Indian series Sacred Games was released in 4 months after its arrival. After this, cheap internet plans, original shows, reality TV series, films were released in India and then there was an increase in the ability to subscribe.
Amazon Prime Video:
This OTT company showcased it with regional language to produce more original Indian content in India. During his visit in January 2020, Amazon CEO Jeff Bezos announced a doubling of Amazon Prime Video’s investment in India.
Alt Balaji is an Indian company, a home video streaming service of Ekta Kapoor’s Balaji Telefilms, which targets Tier 2 and Tier 3 cities in India. This company is backed by Mukesh Ambani’s Reliance Industries Limited.
Following in the footsteps of Disney-backed Hotstar, Sony launched its own OTT service in 2013, and forayed into the streaming market. It then started growing rapidly. Last year the app crossed 100 million downloads. Like Hotstar, Sony live also showcased live spots to many global football tournaments to achieve growth in India. Along with this, it has also run gaming and some mini-games.
The Zee 5 OTT platform was launched in the year 2018. It is home to over 100k hours of on-demand content and over 80 live TV channels. The main feature of this platform is that it supports various languages, and provides voice search, live TV as well as much more. Zee5 is also going to launch the short form content app HyperShots to take the ByteDance TicketTalk by the end of this year.
Voot Launched in the year 2016, Viacom 18’s Woot bought over 45 thousand hours of content with a bunch of its TV channels. Which includes Colors TV, MTV, Nickelodeon, Viacom 18 Motion Pictures and MTV Indies. It also provides content in various languages.
MX Player, supported by Times Internet, produced the original content with 5 original web series in February 2019. Having been named as India’s most popular video streaming app, MX Player has recently added an in-app gaming feature to its video streaming platform.
What are the OTT platform prices ?
It offers 2 types of subscription models in India. In which the first hotstar is unlimited add-free access with premium, which costs Rs 999 per year and Rs 299 per month. And the other is Hotstar VIP, which is priced at Rs 365 per year, which offers an ad-free limited cutant.
For its benefit, Netflix introduced the cheapest smartphone-cable plan for users in the Indian market for Rs 199 per month last year. Currently, its subscription service is Rs 799 per month for 4 devices and Rs 649 per month for 2 devices.
Amazon Prime Video:
Currently, the subscription price of this OTT platform is Rs 129 per month and Rs 999 per year. Those who subscribe to it are also associated with Amazon Prime Music.
Currently, it is one of the cheapest subscriptions in India, with a premium service of Rs 100 for 3 months and Rs 300 per year.
Presently the premium subscription of this OTT plate form is Rs 99 per month, Rs 299 per 6 months and Rs 499 per year.
The premium subscription of this Zee 5 OTT platform is Rs 99 per month and Rs 999 per year.
With shows such as BigBoss, Comedy Central and Children’s Content, Woot offers a premium service of Rs 99 per month and a subscription of Rs 499 per year with a free tasting.
MX Player currently allows users to stream premium content for free in this OTT platform. And with this, it also allows users to play multimedia content from their smartphone.
India’s future in OTT platform
Over-the-top media platforms are the most recent trending platforms globally and India is not far behind in this. In India, it can be described by a word ‘opportunity’. By the end of 2019, 150 million Indians actively used the video OTT platform.
50% of which were from 2 tier cities. And it is increasing day by day. Therefore, experts also say that in the coming time, the market of OTT platform in India can increase very much i.e. double. Therefore, in future, most people in India can use it to reach even greater heights.
In this way, today OTT platform has become very famous in many parts of the world as well as India. Many films have also been released in it. Recently, the trailer of the film Gulabo Sitabo has been released on Netflix.
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FAQ About OTT
What is OTT Platform?
OTT platforms are over-the-top platforms that display videos, films and television shows for users using the Internet. To see which people have to subscribe to it by joining with it.
Who is the Provider of OTT?
Some of the most popular OTT providers include Netflix, Amazon Prime Video and Hulu.
Which Streaming Service is the Best in India?
The best streaming service in India includes Netflix, Amazon Prime Video, Hotstar, Alt Balaji, Zee 5, Voot, Sony Live etc.
Why is it called OTT?
OTT means over-the-top, it is given this name in the context that gives users access to TV content. This means that people do not have to watch content through traditional cable or broadcast providers, but they can only watch it using the Internet.
How many OTT service platforms are there?
There are at least 300 OTT providers who provide this service.
How can i use OTT?
To use OTT, you have to download the OTT platform app of your choice on your device and take a subscription, after which you can see your favorite content in it.
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