Over the Top (OTT) refers to video, television and other services provided over the internet rather than via a service provider’s own dedicated, managed IPTV network.
OTT is delivered directly from provider to viewer across the public internet, independently of the viewer’s ISP, without the need for carriage negotiations and without any infrastructure investment on the part of the provider. It is a ‘best effort’, unmanaged method of content delivery via the internet that suits providers who are primarily broadcasters rather than ISPs.
OTT opens up a completely new way for operators to generate revenue from video on demand (VOD), catch-up TV and interactive applications. The clearest opportunity is for traditional TV distributors. With established brands, strong relationships and consumers’ trust, they are perfectly placed to deliver a seamless service that integrates online and traditional TV through a single device managed by a single operator.