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What is OTT? How does it work?

OTT technology has a big impact on the evolution of the media industry. As technology evolves and new ones arise, the word "OTT" has come to refer to streaming media services that send videos and other digital content to any device that can connect to the Internet, including televisions, bypassing cable services, broadcast, and satellite television platforms.

Let's look at what OTT is, how OTT services work, and why they've grown so popular in recent years in this blog.

What is OTT and How does it work?

Over-the-top (OTT) is a means of delivering media content over the internet at the request of the customer and customized to their individual requirements. A third-party operator has no control over the delivery. The term "over-the-top" refers to a content provider who improves present internet services with additional features.

OTT refers to a service or technology that allows users to send others pre-recorded or live-streamed content. This material is accessible via internet-enabled devices such as mobile phones, smartphones, tablets, smart TVs, streaming sticks, and personal computers.

Most OTT services nowadays provide more than just video streaming and hosting. OTT content is distributed over the internet through an unmanaged network that follows an open ecosystem. Instead, using satellite or cable, the content is delivered through the internet. It may be seen using any mobile data or Wi-Fi connection. This service does not require dedicated broadband access to use.

Why should I use OTT?

Here are just a few reasons why OTT video is so popular with viewers:

Accessibility: Viewers have grown accustomed to seeing what they want when they want it.

Control: Viewers are prepared to pay more to have greater control over the shows they watch. As a result, 50% of OTT consumers have multiple subscriptions. They're willing to pay to customize their video viewing experience.

Cost: Many viewers feel they are overpaying for cable subscriptions that provide them with less access and control. They may save money while enhancing their experience.

Original content: In recent years, OTT providers like Netflix and Amazon Prime have begun to supply original content that is only available through their platforms.

Support with multiple devices: For many years, watching cable television needed the use of a television. We can now watch OTT content on a variety of devices. From a game console, smartphone, tablet, or smart TV, each account holder may enjoy the same OTT experience.

How Does OTT Technology Work?

How about an example of OTT technology in action:

  • Broadcasters submit video content to an over-the-top (OTT) video platform.

  • A content delivery network transmits the data from the video host to external servers (CDN)

  • On the user-facing video gallery, viewers pick the content they want to see.

  • The video content is pulled from the CDN's server through the internet by the device's video player.

OTT Includes:

Viewers who access video content through an app or website that delivers streaming video content are referred to as over-the-top (OTT) video viewers. HBO Now, Hulu, Netflix, Amazon Video, YouTube/YouTube Red, and Sling TV are just a few examples of streaming services.

Users of connected television (CTV) include those who use television sets with built-in internet access (such as Smart TVs) or other devices that have the capability, such as set-top boxes (STBs). Apple TV, Google Chromecast, Amazon FireStick, and Roku are all examples of streaming devices.

Users of linear OTT video services: Users who pay a monthly fee to receive live TV channel bundles through the internet. Sling TV, DirecTV Now, Hulu with Live TV, YouTube TV, and PlayStation Vue are just a few examples.

The following are some of the most common OTT user sub-categories:
Video-on-demand (AVOD) with advertising: Users gain free access to the material, which is then monetized by video advertising.

Users who have paid for a monthly or yearly membership to view streaming video material are referred to as subscription video-on-demand (SVOD).

Users who have paid for access to select material via a pay-per-view (PPV) purchasing model are referred to as transactional-based video-on-demand (TVOD).

OTT Content Delivery

The popularity and wide use of OTT content are due to its accessibility. Only an internet connection and a suitable hardware device are required for OTT streaming.

Devices for OTT Content on the Go: OTT applications may be downloaded for streaming on the go using your Smartphones and tablets.

Personal computer: Users with internet connectivity can also view OTT video using desktop applications or web browsers.

Smart TVs: Smart TVs are the newest addition to OTT streaming. Apple TVs, SmartTVs, PlayStations, Chromecasts, Xboxes, and FireSticks are just a few examples.

The Future of OTT

OTT is permanently altering the industry. Viewers are increasingly using streaming applications and over-the-top (OTT) services. Apps such as Netflix, Amazon Prime, Hotstar, and Hulu have achieved enormous popularity, resulting in a loss of viewers for traditional television. As the OTT industry expands, so will the opportunities connected with it. For example, businesses that use OTT video to support their sales and marketing aims.

OTT platforms, as one of the primary sources of entertainment, have greatly helped in these difficult pandemic times. Almost all streaming services include free trials, which users take advantage of. Customer retention, on the other hand, is the real test for these platforms. This may be accomplished not just through high-quality content, but also through cutting-edge technologies like Netflix.

OTT providers must examine all phases of the OTT subscriber's life cycle to give consumers a seamless content viewing experience. The discovery and delivery of content is the initial step in that direction. Further, AI and machine learning will assist in personalizing the search experience by analyzing customer behaviour and offering the proper data at the correct time.

Making OTT more accessible to the public

Webnexs and other OTT video platforms make it simple for creators to create branded channels and applications.

  • Produce high-definition viewing experiences.
  • Stream content to their target viewers wherever they are.
  • Content can be easily monetized and payments may be processed.
  • At any size, manage content and digital rights.
  • In-depth analytics can be used to measure success.
  • With the technological requirements met, OTT has become a universe of creators.

Benefits of OTT:

  • You reach many people. Most ads are watched almost entirely by viewers and have a 100% viewability rate. All adverts are displayed in full-screen mode, which means that all pixels are visible. This eliminates below-the-fold advertisements from other media platforms.
  • Advertisers connect audiences across reliable networks and popular content with advertising delivered on-demand or during live TV.
  • The advantages of programmatic advertising are now available in new mediums thanks to over-the-top (OTT) advertising.
  • Customers may learn from and connect with providers as analogue becomes digital.
  • Content distribution and pricing can be more efficient with de-bundling, cord-cutting, and becoming OTT.


Overall, OTT is the future of media. It's a wonderful moment to be part of it. It has added a great deal of ease to our lives. I hope this article has provided you with a clear knowledge of OTT. If you want to learn more about OTT, please get in touch with Webnexs.

Top comments (7)

masonsansa profile image
Sansa Mason

Hello Arya, Its really good to know about OTT platform and its working models. FYI I would like add some more regarding the OTT here. Kindly check this it will be helpful to know about OTT. What is OTT platform

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Sloan, the sloth mascot
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aryanraj profile image

I’ll suggest you to add few more in the OTT platform provider list. It’ll b useful for your audience to find additional details about the market leading solution providers

chrismcgee112 profile image
Charles Stone

Have you thought about improving your OTT platform? It just depends on choosing the right CDN to help balance consumer demand worldwide. I ran into a similar problem, but Oxagile, a company that develops OTT platforms, helped me a lot. I can also add that in an effective way CDN reduces the number of visitors on the network and provides low latency around the world. Thus, it facilitates the smooth delivery of content on the go.

sshiva391 profile image
shiva dev

OTT now in trend . After read this blog I ​got a clear knowledge about OTT. Thanks for sharing.

devi profile image

Your article is quite interesting to read. It contains useful information on OTT and its technologies. An OTT is thoroughly examined. Thank you for the post.