Have you heard of the services? Over the Top or OTT? These are offered to the consumer over the internet, usually by companies developed as startups and not by telecom operators. The service is usually associated with video content, but it goes further.
Voice services like Skype and internet text messaging like Whatsapp are some examples. Trend. Netflix, Hulu, Chromecast and Apple TV already stood out in the video segment.
With an increasingly hectic routine, some companies are creating OTT services to bring convenience to the customer, who then consumes content on other platforms. everywhere and everytime. An example of this is HBO GO, an HBO channel to display its content on the web.
OTT content can be accessed from various devices connected to the Internet. Including: computers, laptops, games, set-top boxes, smartphones, tablets, smart TVs and smart converters. Also, unlike the traditional model, such as in audiovisual productions, the consumer is not passive, he chooses what he wants to see and when he wants to see it.
The growth of OTT video services
According to data from IHS Consulting Services released in May last year, 31 Millions of over-the-top set-top boxes (OTT STBs) will ship worldwide this year, compared to 30 million Internet Protocol TV (IPTV) shipped by cable TV companies.
The difference between the OTT STBs and the IPTV is that the former receives content over the open, unmanaged Internet, while IPTV uses its own managed network. An example of OTT is Netflix, and IPTV is interactive cable television offering services and video-on-demand.
The IHS forecast assumes that OTT video providers will soon make $9 billion in profits. In addition, OTT cable TV services are expected to increase over the next five years growth rate per year than any other paid TV service.
Business opportunities in the OTT trend
This is indicated by the study by Pyramid Research Brazil, Russia and China as the countries offering the greatest scale and growth potential for over-the-top services over the next five years.
Increasingly marked already consolidated companies are looking for OTT alternatives to stay ahead of the competition. They not only have to offer the service, but also strengthen themselves as a media company.
It also connects traditional media and brands to create high-quality content and different experiences. With the new interaction modelconsumers will increasingly seek optimized and connected services.
Next to the personalized experience in OTT services follows the trend of the future. People increasingly prefer products that show exactly what they are looking for, and these services allow programs or other services to be suggested to the user and provide more comfort and convenience to the customer.
The over-the-top technology is growing rapidly and promises to be in the years to come continue to change the world market.