OTT, or over-the-top, denotes streaming media services delivered directly to viewers via the Internet, bypassing traditional media distributors like cable, terrestrial TV, or satellite channels. It is typically accessed through personal computers, mobile devices, smart TVs, or digital media players.

Over-the-top content encompasses various types:

OTT video streaming: Subscription-based video-on-demand platforms such as Netflix, Amazon Prime, Disney+ HotStar.
OTT music streaming: Services like Spotify, Apple Music, Amazon Prime Music, Tidal Music, Gaana, Saavn.
OTT messaging: Instant messaging apps like WhatsApp, Facebook Messenger, Skype, or Telegram.
OTT voice calling: VOIP platforms like Skype, Google Hangouts, Viber.
For marketers, OTT presents valuable advertising opportunities alongside enhanced customer experiences.

Impact of OTT on Mobile Marketing

Mobile marketers must grasp the intricacies of over-the-top content to adapt to the rapidly evolving landscape. OTT differs from traditional video-on-demand (VOD), necessitating distinct marketing approaches. Strategies, tactics, and channels that proved effective in the past may become obsolete, emphasizing the importance of staying agile and responsive to changing trends. However, human inclination towards cost-effectiveness and convenience remains constant.

Benefits of Over-The-Top Content

Over-the-top content revolutionizes how users consume media, offering a range of advantages:

Large and widely accessible audience.
Convenient subscription models.
Effortless content sharing.
Diverse target demographics.
Uninterrupted viewing experience without intrusive ads.
Access to a vast library of content.