Over-the-top (OTT)

Imagine TV deciding it doesn't want to be tied down by pesky cables anymore, so it breaks free, leaps into your internet connection, and starts streaming content directly into your device like some digital Houdini. That's OTT, or over-the-top streaming – a wild ride where you can binge-watch until your eyes turn square, without waiting for cable guys. It's television, but with a rebellious streak and no curfew.

Over-the-top (OTT) refers to the delivery of audio, video, and other media content via the internet, bypassing traditional broadcast, satellite, and cable television platforms. This technology allows consumers to access streaming content on-demand across a variety of devices, such as smartphones, tablets, smart TVs, and computers, without the need for a conventional subscription to cable or satellite service. OTT has revolutionized the media industry by enabling direct-to-consumer relationships, facilitating data-driven advertising models, and providing personalized user experiences. Companies like Netflix, Amazon Prime Video, and Hulu are prominent examples of OTT service providers, illustrating the shift towards more flexible and customizable content consumption. The rise of OTT platforms has also challenged traditional advertising paradigms, compelling marketers to embrace new strategies for audience engagement and measurement.