Over-the-top media service

From HandWiki
Short description: Service delivering video and audio over the Internet
For other uses, see Over the top.

An over-the-top media service (also known as OTT and over-the-top television) is a digital distribution service of video and accompanying audio delivered directly to viewers via the public Internet, rather than through over-the-air, cable, and satellite television service, or IPTV[lower-alpha 1] provider.[1][2][3] The term is synonymous with streaming platform.[4]

Video OTT services may be subscription-based (SVOD) or free (FAST),[2][5] and are typically accessed via television sets with integrated Smart TV platforms,[6] streaming devices such as Apple TV, Amazon Fire TV and Roku, video game consoles, websites on personal computers, and apps on smartphones and tablets.[5][1]

OTT bypasses broadcast, cable, and satellite transmissions—the system through which companies have traditionally acted as controllers or distributors of television content. This content may include shows and movies for which the OTT acquired licensed rights from the content owner.[7][8][9] Programming may also include original content produced by the service or specifically for it.[10][11][12]

OTT service includes streaming services such as Netflix and Amazon Prime Video[5][13][14] which provide access to subscription-based film and television content (SVOD),[15] or free ad-supported streaming television (FAST) such as Pluto TV and Tubi.[16] OTT services also include a range of "skinny" television[17] offerings by streaming platforms, such as Sling TV and Hulu with Live TV, that provide live streams of specialty channels.[18][19][20]

In 2023, using OTT platforms constituted 38% of global television consumption.[21] OTT TV, commonly called streaming television,[22][23] is the most popular method for watching television in the United States as of 2025.[24][25]

Streaming platforms are also the primary method for the delivery of radio,[26] music,[27] podcasts,[28] and audiobooks[29] over the Internet, known as audio streaming.[30][31][32] Audio streaming is provided through streaming services such as BBC Sounds, Spotify, and Pandora.[33][34][35]

History

The origin of OTT dates to March 1998, when Hong Kong Telecom launched interactive multimedia service iTV, the world's first video-on-demand streaming platform.[36][37][38][39] The service also featured music-on-demand and racing-on-demand.[36][37] iTV lasted four years before ceasing operations in 2002.[40]

Definitions

In 2011, the Canadian Radio-television and Telecommunications Commission (CRTC), Canada's telecommunications regulator, stated that it "considers that Internet access to programming independent of a facility or network dedicated to its delivery (via, for example, cable or satellite) is the defining feature of what have been termed 'over-the-top' services".[41]

The United States Federal Communications Commission (FCC) categorizes OTT services into two groups: online video distributors (OVDs) and multichannel video programming distributors (MVPDs).[42][43] Virtual MVPDs include such services such as DirecTV Stream, FuboTV, Sling TV, Hulu + Live TV and YouTube TV. The FCC defined an OVD as:

any entity that provides video programming by means of the Internet or other Internet Protocol (IP)-based transmission path where the transmission path is provided by a person other than the OVD. An OVD does not include an MVPD inside its MVPD footprint or an MVPD to the extent it is offering online video programming as a component of an MVPD subscription to customers whose homes are inside its MVPD footprint.[42]

In contrast to video on demand systems offered by cable and Internet Protocol television (IPTV),[44] which operate over managed networks where channels can be changed instantly and thus content available instantaneously, services such as iTunes required that a video download be completed before it was played;[45] compared to IPTV which started playing a video before it finished downloading.[46]

Background

In broadcasting, over-the-top content is video, audio, and other media content delivered over the Internet without the involvement of a multiple-system operator (MSO) in the control or distribution of the content. The Internet service provider (ISP) may be aware of the contents of the IP packets and may be able to block or restrict their transit to end users (unless that internet provider operates within a jurisdiction that requires "net neutrality"). However, the ISP is not responsible for the viewing abilities, copyrights, and/or other redistribution of the content from the OTT provider. This model contrasts with the purchasing or rental of video or audio content from an ISP, such as pay television, video on demand and IPTV.

OTT television signals are received over the Internet or through a cell phone network, as opposed to receiving television signals from terrestrial broadcasters, cable networks, or via satellite transmission. The video distributor controls access through an app, a separate OTT dongle, or a box connected to a phone, personal computer, or smart television set.[47]

OTT TV is delivered via the public Internet instead of cable and satellite television, or IPTV, services using exclusive equipment such as set-top boxes.[48] An ISP simply transports the Internet Protocol (IP) packets that deliver OTT content to the end-user.[49][50][51][52]

Consumers can access OTT content through Internet-connected devices such as Smart TVs,[53] streaming devices, video game consoles, set-top boxes, desktop and laptop computers, tablets, and smartphones.[54]

By mid-2017, 58 percent of US households accessed one OTT service in a given month through a streaming device, game console, or Smart TV; with 84 per cent of advertising revenues originating from OTT channels, exceeding revenues from videos playing in web browsers on desktops and laptops.[47] The results of a 2018 in-house data analysis of their subscribers by Uscreen (a membership platform for video creators and entrepreneurs) reported that 45% used iOS and Android mobile devices to access their OTT content, while 39% used web browsers for streaming.[55]

Technologies like cloud computing, data analytics, and the Internet of Things (IoT) are coming together to create a transformational shift in the OTT media landscape.[56] These new developments in technology have the potential to influence the OTT industry's future as customer preferences continue to shift. IoT device integration is opening up new ways for OTT providers to offer immersive and personalized watching experiences, from smart TVs to connected home appliances.[57] OTT platforms are able to curate content and provide personalized suggestions that are catered to individual tastes by utilizing IoT data to obtain deeper insights into user preferences. Cloud computing's scalability and flexibility are enabling OTT companies to adjust to the increasing market demand for streaming and on-demand content. Cloud-based infrastructure makes it possible to scale resources quickly in response to changing viewership patterns, handle data efficiently, and deliver content seamlessly.[58]

Progress

In 2019, the record of simultaneous users watching an OTT event was set at 18.6 million in India by Disney Entertainment's video streaming platform Hotstar.[59] This was surpassed in 2023 with 59 million concurrent viewers on Disney+ Hotstar.[60] In 2025, the record was broken again with 61.2 million viewers on JioHotstar.[61][lower-alpha 2]

In 2023, the viewing of TV content on streaming platforms represented 38% of global television consumption with 1.8 billion subscriptions to OTT platforms.[21] In 2024, OTT TV became the most popular content in the US.[lower-alpha 3] By May 2025, the use of streaming platforms in the US had increased 71% since 2021, with streaming representing 44.8% of all television viewership, surpassing network and cable television combined.[25][24]

Streaming platforms

Examples of OTT platforms with over 1 million subscribers include:[63]

Mobile communication

The term "OTT" has also been used to describe no-carrier cellphones, for which all communications are charged as data,[70] avoiding monopolistic competition, or apps for phones that transmit data in this manner, including both those that replace other call methods[71][72] and those that update software.[72][73][12][74]

OTT messaging is defined as instant messaging services or online chat provided by third parties, as an alternative to text messaging services provided by a mobile network operator.[75][76] An example is the Meta Platforms-owned mobile application WhatsApp, that serves to replace text messaging on Internet connected smartphones.[77][78] Other providers of OTT messaging include Viber, WeChat, iMessage, Skype, Telegram and the now defunct Google Allo.[79]

OTT voice calling, usually called VoIP, capabilities, for instance, a softphone or as provided by FaceTime, Skype, Viber, WhatsApp, WeChat, and Zoom use open internet communication protocols to replace and sometimes enhance existing operator controlled services offered by mobile phone operators.[78]

See also

Notes

  1. ↑ IPTV is the delivery of television content using signals based on the logical Internet protocol, rather than through traditional terrestrial and satellite signal, and cable television format.
  2. ↑ Disney+ Hotstar India and JioCinema merged to form JioHotstar on February 14, 2025. Hotstar was launched February 11, 2015 and rebranded as Disney+ Hotstar on April 3, 2020. JioCinema was launched on May 4, 2016.[62]
  3. ↑ "What started as [a] niche corner in the media landscape in the early 2000s has grown to the dominant form of TV viewing in the U.S."[5]

References

  1. ↑ 1.0 1.1 "What is OTT?". April 13, 2023. https://www.endavomedia.com/what-is-ott/. 
  2. ↑ 2.0 2.1 McDermott, John (March 17, 2022). "CTV, OTT, SVOD, AVOD, BVOD, FAST…What the Tech are all these digital TV acronyms?". The Trade Desk. https://www.thecurrent.com/ctv-ott-svod-avod-bvod-fast-what-the-tech-are-all-these-digital-tv-acronyms. 
  3. ↑ Meier, Kimberlee (February 15, 2022). "OTT TV: What is it and why is it important?". https://vimeo.com/blog/post/ott-tv. 
  4. ↑ "Top OTT Streaming Platforms for Best Viewing Experience". Yellowbrick Learning. August 26, 2023. https://www.yellowbrick.co/blog/entertainment/the-best-ott-streaming-platforms-for-an-unmatched-viewing-experience. 
  5. ↑ 5.0 5.1 5.2 5.3 "Need to Know: What's the difference between OTT, CTV and streaming?". February 2024. https://www.nielsen.com/insights/2024/whats-the-difference-ott-vs-ctv/. 
  6. ↑ "Definition of smart TV". PCMag. 2020. https://www.pcmag.com/encyclopedia/term/smart-tv. Retrieved 1 May 2024. 
  7. ↑ Faughnder, Ryan (December 19, 2023). "'Suits' showed the power of licensing. Is Hollywood's 'walled garden' strategy losing favor?". Los Angeles Times. https://www.latimes.com/entertainment-arts/business/newsletter/2023-12-19/six-feet-under-on-netflix-how-the-streaming-business-learned-to-love-licensing-again-the-wide-shot. 
  8. ↑ "Deciphering Content Licensing in an Evolving Streaming Ecosystem". December 27, 2023. https://www.filmtake.com/distribution/deciphering-content-licensing-in-an-evolving-streaming-ecosystem-2/. 
  9. ↑ Gruenwedel, Erik (February 19, 2024). "Ampere: Studios Upping Third-Party Streaming Content Licensing". Media Play News. https://www.mediaplaynews.com/ampere-studios-up-third-party-streaming-content-licensing/. 
  10. ↑ Irwin-Hunt, Alex (February 8, 2023). "Streaming wars: Disney+, Netflix and Amazon to drive original content spend". fDi Intelligence. https://www.fdiintelligence.com/content/data-trends/streaming-wars-disney-netflix-and-amazon-to-drive-original-content-spend-82017. Retrieved 23 August 2024. 
  11. ↑ Arnold, Thomas K. (November 18, 2022). "Netflix Still on Top in Terms of Original Content, with 37% of All Movies and Shows". Media Play News. https://www.mediaplaynews.com/netflix-still-on-top-in-terms-of-original-content-with-37-percent-of-all-movies-and-shows/. Retrieved 23 August 2024. 
  12. ↑ 12.0 12.1 Tariq, Haseeb (February 8, 2021). "Council Post: What Is OTT Advertising, And Why Is It A Trend?". Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2021/02/08/what-is-ott-advertising-and-why-is-it-a-trend/. Retrieved 3 August 2021. 
  13. ↑ "What is OTT? The meaning of video streaming platforms". February 29, 2024. https://www.travsonic.com/what-is-ott-for-streaming/. 
  14. ↑ Wilbert, Max (June 20, 2024). "The 10 Best OTT Streaming Services". https://www.dacast.com/blog/5-business-ott-platforms-for-over-the-top-video-content/. 
  15. ↑ Nissen, Keith (31 August 2023). "Netflix, Amazon Prime Video and Disney+ dominate global SVOD viewing hours". https://www.spglobal.com/marketintelligence/en/news-insights/research/netflix-amazon-prime-video-and-disney-dominate-global-svod-viewing-hours. 
  16. ↑ Wile, Rob (July 10, 2024). "The fastest-growing streaming networks have on-demand content for free — and you may not have heard of them". NBC News. https://www.nbcnews.com/business/consumer/free-ad-supported-tv-pluto-tubi-freevee-xumo-rcna160729. 
  17. ↑ Moro-Visconti, Roberto (2021). Startup Valuation: From Strategic Business Planning to Digital Networking. London, England: Palgrave Macmillan. ISBN 978-3030716073. https://books.google.com/books?id=NiMqEAAAQBAJ&dq=OTT+also+encompasses+a+wave+of+%22skinny%22+television+services&pg=PA310. 
  18. ↑ Rosenblatt, Bill (May 4, 2017). "Internet TV Skinny Bundle Market Gets More Crowded With Hulu's New Service". Forbes. https://www.forbes.com/sites/billrosenblatt/2017/05/04/internet-tv-skinny-bundle-market-gets-more-crowded-with-hulus-new-service/?sh=7df2cada3817. 
  19. ↑ Dreier, Troy (June 21, 2017). "Sling TV Is the Most Popular Skinny Bundle, in Over 2M US Homes". https://www.streamingmedia.com/Articles/News/Online-Video-News/Sling-TV-Is-the-Most-Popular-Skinny-Bundle-in-Over-2M-US-Homes-118970.aspx. 
  20. ↑ Wolfe, Bryan M. (November 15, 2017). "After Pushback, Amazon Cancels Plans for Skinny Television Bundle". https://appadvice.com/post/amazon-skinny-television-bundle/757211. 
  21. ↑ 21.0 21.1 Rotblut, Charles (November 9, 2023). "How Streaming Services Netflix, Disney And Spotify Stack Up". Forbes. https://www.forbes.com/sites/investor/2023/11/09/how-streaming-services-netflix-disney-and-spotify-stack-up/. Retrieved 29 January 2025. 
  22. ↑ "What is streaming TV?". 2024. https://www.centurylink.com/home/help/television/streaming-tv/what-is-streaming-tv.html. 
  23. ↑ Frost, Bill (February 9, 2024). "What Is Streaming TV?". https://www.cabletv.com/blog/what-is-streaming-tv. 
  24. ↑ 24.0 24.1 "Streaming Reaches Historic TV Milestone, Eclipses Combined Broadcast and Cable Viewing For First Time". June 17, 2025. https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/. 
  25. ↑ 25.0 25.1 Koblin, John (June 17, 2025). "It's Official: Streaming Is Now the King of TV". The New York Times. https://www.nytimes.com/2025/06/17/business/media/streaming-beats-cable-broadcast.html. 
  26. ↑ Neslon, Camila Leme (March 25, 2025). "A Complete Breakdown of Radio Streaming". https://www.radio.co/blog/radio-streaming. 
  27. ↑ Stassen, Murray (January 14, 2026). "Music streaming platforms now host quarter of a BILLION tracks. Where does it end?". https://www.musicbusinessworldwide.com/quarter-of-a-billion-tracks-now-sit-on-music-streaming-services-where-does-it-end/. 
  28. ↑ Hill, Simon (February 14, 2025). "The Best Podcasts for Everyone". Wired. https://www.wired.com/story/best-podcasts/. Retrieved 17 January 2026. 
  29. ↑ Long, Emily (February 6, 2025). "The Nine Best Audiobook Services in 2025". https://lifehacker.com/the-best-audiobook-services. 
  30. ↑ "Audio streaming". 2022. https://www.pcmag.com/encyclopedia/term/audio-streaming. 
  31. ↑ "What is Audio Streaming & How Does it Operate?". June 23, 2023. https://ganknow.com/blog/audio-streaming/?srsltid=AfmBOooFI0S-3pu-G3wxmuP-pq3IPZ-ZLMXFfLgBkgP5CLKre9f-Q5Ss. 
  32. ↑ Meunier-Plante, Olivier (December 11, 2023). "Understanding Music Streaming: A Guide for Beginners". PMA Magazine. https://pmamagazine.org/understanding-music-streaming-a-guide-for-beginners/. Retrieved 17 April 2026. 
  33. ↑ Torres, Lena (November 23, 2025). "Bbc Sounds: The Evolution, Changes, And Current State Explained". https://soundcy.com/article/what-happened-to-bbc-sounds. 
  34. ↑ Westberg, Peter (11 September 2025). "Spotify's Rise to Global Dominance in Music Streaming". https://quartr.com/insights/company-research/spotifys-rise-to-global-dominance-in-music-streaming. 
  35. ↑ Bizzaco, Michael (October 8, 2024). "What is Pandora? Music, features, and pricing explained". https://www.digitaltrends.com/home-theater/what-is-pandora/. 
  36. ↑ 36.0 36.1 "Hongkong Telecom's iTV goes live". March 25, 1998. https://adage.com/article/news/hongkong-telecom-s-itv-live/12952/. 
  37. ↑ 37.0 37.1 Meredith, Helen (March 30, 1998). "Hong Kong tunes in to ITV". Australian Financial Review. https://www.afr.com/companies/media-and-marketing/hong-kong-tunes-in-to-itv-19980330-k7yw1. 
  38. ↑ Smith, Ernie (January 9, 2017). Before There Was Netflix, Hong Kong Had the First On-Demand Streaming Service. https://www.vice.com/en/article/before-there-was-netflix-hong-kong-had-the-first-on-demand-streaming-service/. Retrieved 17 April 2026. 
  39. ↑ "What is OTT?". 2024. https://www.simplestream.com/glossary/ott. 
  40. ↑ Shackleton, Liz (22 July 2002). "Hong Kong pay-TV service iTV to close". https://www.screendaily.com/hong-kong-pay-tv-service-itv-to-close/409973.article. 
  41. ↑ "Results of the fact-finding exercise on the over-the-top programming services". October 2011. http://www.crtc.gc.ca/eng/publications/reports/rp1110.htm. 
  42. ↑ 42.0 42.1 FCC (6 May 2016). Annual Assessment of the Status of Competition in the Market for the Delivery of Video Programming [Seventeenth Report; MB Docket No. 15-158; DA 16-510] (Report). Washington, DC: Federal Communications Commission (FCC). pp. 4417–4587. https://apps.fcc.gov/edocs_public/attachmatch/DA-16-510A1_Rcd.pdf. Retrieved 26 December 2016. 
  43. ↑ "FCC Officially Launches OVD Definition NPRM" (in en). Broadcasting & Cable. 19 December 2014. http://www.broadcastingcable.com/news/washington/fcc-officially-launches-ovd-definition-nprm/136544. 
  44. ↑ Hanna, Katie Terrell; Scarpati, Jessica (August 12, 2021). "IPTV (Internet Protocol television)". https://www.techtarget.com/searchnetworking/definition/IPTV-Internet-Protocol-television. 
  45. ↑ Gibbon, David C.; Liu, Zhu (2008). "Current Trends in Video Search". Introduction to Video Search Engines. Berlin/Heidelberg, Germany: Springer Berlin Heidelberg. p. 251. ISBN 978-3540793366. https://link.springer.com/book/10.1007/978-3-540-79337-3. 
  46. ↑ Cansado, Jose Miguel (13 October 2008). "Will Internet TV Kill IPTV?". http://disruptionmatters.com/2008/10/13/will-internet-tv-kill-iptv/. 
  47. ↑ 47.0 47.1 Orlowski, Andrew (8 August 2017). "Can the last person watching desktop video please turn out the light?". https://www.theregister.co.uk/2017/08/08/desktop_vs_ott_video/. 
  48. ↑ Cooper, Tyler (August 23, 2016). "Cable, Satellite, IPTV & OTT Streaming: What's the Difference?". https://broadbandnow.com/report/cable-vs-satellite-vs-iptv-vs-ott-streaming. 
  49. ↑ Hansell, Saul (3 March 2009). "Time Warner Goes Over the Top". The New York Times. http://bits.blogs.nytimes.com/2009/03/03/jeff-bewkes-goes-over-the-top/. 
  50. ↑ "Over-the-Top Video and Content Delivery Networks Will Transform Video-On-Demand Provisioning". Electronic Component News. 19 November 2009. http://www.ecnmag.com/News/2009/11/Over-the-Top-Video-and-Content-Delivery-Networks-Will-Transform-Video-On-Demand-Provisioning/. 
  51. ↑ "Why 2011 Is Being Called The Year Of "The Cable Cut"". Business Insider. 30 December 2010. http://www.businessinsider.com/what-will-it-take-to-make-over-the-top-video-successful-2010-12. 
  52. ↑ "Who Is Playing The OTT Game And How To Win It". Business Insider. 30 December 2010. http://www.businessinsider.com/who-is-playing-the-ott-game-and-how-to-win-it-2010-12. 
  53. ↑ Roettgers, Janko (January 8, 2016). "LG's New TVs Mix Streaming Channels from Buzzfeed, GQ & Vogue with Traditional Networks". Variety. https://variety.com/2016/digital/news/lgs-webos-internet-tv-channels-1201675137/. Retrieved December 26, 2016. 
  54. ↑ Grgurović, Marta (March 7, 2024). "What Is OTT: A Guide to Over-the-Top Streaming for Video Publishers". https://target-video.com/what-is-ott/. 
  55. ↑ Johnson, James (January 24, 2019). "OTT Content: What We Learned From 1.1 Million Subscribers". https://www.uscreen.tv/blog/ott-content-trends/. 
  56. ↑ Shonubi, Ololade A. (2025-12-01). "Innovation challenges of digital transformation: Transitioning legacy to the future". Sustainable Futures 10. doi:10.1016/j.sftr.2025.100971. ISSN 2666-1888. Bibcode: 2025SusFu..1000971S. 
  57. ↑ Mohajeri Moghaddam, Hooman; Acar, Gunes; Burgess, Ben; Mathur, Arunesh; Huang, Danny Yuxing; Feamster, Nick; Felten, Edward W.; Mittal, Prateek et al. (2019-11-06). "Watching You Watch: The Tracking Ecosystem of Over-the-Top TV Streaming Devices". Proceedings of the 2019 ACM SIGSAC Conference on Computer and Communications Security. CCS '19. New York, NY, USA: Association for Computing Machinery. pp. 131–147. doi:10.1145/3319535.3354198. ISBN 978-1-4503-6747-9. 
  58. ↑ Figueiredo, Pep (10 April 2023). Evolving Global OTT Landscape: A Ten Part Series. Amazon Digital Services LLC - Kdp. ISBN 979-8-3909-0994-2. https://www.amazon.com/dp/B0DBC9GK2V?binding=kindle_edition&ref=dbs_dp_awt_sb_pc_tkin.  [self-published source]
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  70. ↑ Weaver, Todd (1 August 2019). "What a No-Carrier Phone Could Look Like". https://wp.puri.sm/posts/what-a-no-carrier-phone-could-look-like/. 
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Further reading



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