What is OTT and what are the benefits of OTT marketing? | Adjust

OTT stands for “over-the-top” and refers to technology that delivers streamed content over the internet. In previous years, a consumer would take out a cable subscription and their cable TV provider would be responsible for the supply and availability of programming. Now, users can sign up to OTT streaming platforms and access their content over the internet. This transition has big implications for mobile advertising. But before we jump into OTT advertising, let’s clear up some confusion.

What is OTT streaming?

There are two types of OTT streaming; pay-to-access and free-to-access. Many OTT services now operate on a paid subscription basis, but a large number run advertisements on their platform as an alternative monetization method. Some platforms offer a mix, providing tiered packages that allow users to either access for free with ads or pay for an ad-free experience.

What is the difference between OTT and streaming?

OTT describes the platform that delivers streaming content via the internet across devices including mobile phones, smart TVs, computers, and tablets. The content that is streamed can include video, music, and messaging.

What are OTT platforms?

The most commonly referred to OTT service is video streaming. Netflix, Amazon Prime, HBO Max, Disney+, Hulu, and YouTube are OTT providers in the video streaming space. Spotify is considered an OTT platform in the audio streaming space for both music and podcasts, while WhatsApp, Telegram, Slack, and Signal are considered OTT platforms in the internet messaging space.