OTT Broadcasting – All You Need to Know in 2024

Do you want to make a mark in the growing field of OTT broadcasting? You need to what it is and how it works. It’s important to know about the top OTT (over-the-top) streaming services and OTT service providers. You also need to know? the emerging trends in this space. Read on, as we cover all of these.   

What Is OTT Broadcasting?

OTT broadcasting is a relatively new form of broadcasting that goes beyond many of the constraints of traditional broadcasting. OTT providers deliver movies and TV shows directly to users over the Internet.

Users need a stable Internet connection and a compatible device. The device can be a computer, tablet, smart TV, gaming console, or even a smartphone.  Users don’t need a cable or satellite TV subscription.

OTT offers the following advantages over the traditional broadcasting model:

• Users don’t need to buy a cable or satellite TV subscription. They only need a stable Internet connection.
• OTT broadcasting doesn’t require specific hardware and software provided by a telecom provider. Users need a stable Internet connection. They also need a compatible device. The range of compatible devices is broad, which includes computers, tablets, smart TVs, gaming consoles, and smartphones.
• Users don’t need to depend on the pre-planned broadcasting schedule of the traditional broadcaster. They can view movies and TV shows at a time convenient to them.

The term “over-the-top” points to the OTT model bypassing the constraints of the traditional broadcasting model.

Naturally, the OTT market is growing rapidly. An Allied Market Research report estimates the global OTT market to grow from $121.61 billion in 2019 to $1,039.03 billion by 2027. The report projects a CAGR of 29.4% during the 2020-2027 period.  

 “Nuts and bolts”: How does OTT broadcasting work?

The process of delivering video content to consumers by using OTT technology is known as “streaming”. It works as follows:

• Users browse a library of digital content and select what they want to view. This sets off the OTT broadcasting process.
• OTT broadcasting services work with online video platforms (OVP) in the background for OTT DRM delivery. OVPs host online video content. Furthermore, they manage the back-end processes to deliver content to the devices of users.
• When users select the content they want to view, the OVP finds the format most suitable for the device of the user. OVPs automate this process. This automated process factors in the operating system of the device and the type of the Internet connection. The bandwidth availability is a factor too.
• The OTT broadcasting process breaks down the video file into smaller chunks called “packets”.
•  The broadcasting platform sends one packet at a time to users’ devices.
• OVPs use content delivery networks (CDNs) to deliver the content over the Internet.
• OTT video streaming protocols used by the OTT broadcasting platform reassemble the video file. OVPs use technologies like “adaptive bitrate streaming” (ABR) for this.

Different types of OTT streaming

There are two types of OTT streaming, which are as follows:

1. “Video on demand” (VOD)

VOD streaming refers to viewing pre-recorded content. Consumers find it advantageous since they don’t need to depend on the schedule of a traditional broadcaster. They can view pre-recorded content at a time and place of their convenience. VOD is easier to implement as far as the technology is concerned.

 2. Live streaming

While VOD enables consumers to view pre-recorded content, it doesn’t deal with live performances. When an OTT broadcaster enables consumers to view events in real-time, it’s called “live streaming”.

As far as the technical requirements are concerned, live streaming is more complex than VOD. OTT broadcasters need to work with an OVP that supports live streaming. The process also involves specialized hardware and software. Consumers don’t need to use any special device or software for this though. 

OTT streaming services: A brief introduction

An OTT streaming service is a website or app for consumers to access their preferred content. Such a company works with OVPs in the background to offer a suitable streaming experience to consumers. You can access the website/app and content on all Internet-enabled devices. These include computers, tablets, gaming consoles, smart TVs, and smartphones.

OTT streaming services charge consumers on a pay-per-view or subscription basis. These companies might show advertisements, which is another monetizing option for them.

The following are some of the top OTT streaming services:

1. Netflix

One of the largest OTT streaming services, Netflix has a vast library of content. The company offers original content that consumers can view on its platform. It also offers content from other producers.

 2. Disney+

Disney+ shows TV series and films owned by the Walt Disney Company. Consumers can access Disney, Pixar, Marvel, Star, National Geographic, and Star Wars on this platform.

 3. Hulu

Hulu is a well-known OTT streaming service. The company offers different pricing plans, add-ons, and bundles packages. Consumers can access varied collections of content on this platform.

 4. ESPN+

ESPN+ focuses exclusively on streaming sports. As you would expect from a sports streaming platform, the company focuses on live streaming. 

 5. “Prime Video” from Amazon

Amazon offers Prime Video, its OTT streaming service. Subscribers get unlimited access to its library of video content. Prime Video also offers additional content for purchase or rent. 

 What should OTT streaming services expect in an OTT service provider?

OTT streaming services like Netflix might work with an OTT service provider like Dacast for OTT distribution and delivery. What attributes should an OTT streaming service look for when choosing an OTT service provider? The attributes are as follows:

• Reliable hardware and software capabilities: OTT streaming involves big money. That alone explains why OTT streaming services need OVPs (online video platforms) with reliable hardware and software capabilities. 
• Robust data security capabilities: OTT streaming services make revenues from video content. OVPs should provide robust security capabilities to secure the content.
• CMS (content management system) capabilities: OTT streaming services have large libraries of content, furthermore, these libraries grow quickly. CMS capabilities are key to managing this content. Therefore, OTT streaming services need OVPs with matured CMS capabilities.
• Video monetization tools: Video monetization is the key to the revenue of OTT streaming services, therefore, they need OVPs with the right monetization tools.
• Easy-to-use and well-documented APIs: APIs (application programming interfaces) are key to the modern digital economy, and it’s no different in OTT broadcasting. OTT streaming services need OVPs that provide user-friendly APIs with excellent API documentation.
• Competent and fast technical support: Glitches in an OTT streaming service become hot news quickly, therefore, OTT streaming services must get such issues resolved fast. They need expert and agile technical support from OVPs.
• Pricing is another attribute that OTT streaming services examine while evaluating Online Video Platforms. However, they focus on the larger value. That transcends the price charged by OVPs.

How to Choose an OTT Broadcasting Platform

OTT broadcasting platforms have rised in popularity in the past few years, especially after the Covid 19 lockdowns. Viewers have tuned in to various channels during this time. There are some platforms whose return on investment has skyrocketed while some didn’t do so well. This brings us to our next section. How can you choose an OTT broadcasting platform?

Here are the factors you should consider while picking the right OTT broadcasting platform. Check these out.

• Global Content Delivery

Since delivery of great content is one of the most crucial considerable aspects for choosing and OTT broadcasting platform, you should look for one that has a reliable and reputed global cdn.

• Combination of Streaming Options

Depending on your business needs you are probably going to need a professional video hosting video-on-demand and live streaming functionalities. A platform that offers the combination of all these is your best bet.

• API Access

Video API and player API are some valuable tools that you should take into consideration while choosing an OTT platform. There are different ways in which broadcasters can use video API to gain programmatic access to the functionalities of a video platform. Choosing an OTT platform having these API accessories according to your business needs can help you customize the CMS and video player according to your preferences.

• Budget

Even though pay-as-you-go models are becoming increasingly popular, it’s a smart move to look for an OTT platform that incurs low bandwidth prices and has consistent costs. Don’t get caught in the maze of broadly ranged price points. Your expected ROI and available resources should be the key determining factors for your budget for the OTT platform of your choice.

• Monetization Options

A good OTT platform has multiple monetization options. The three primary ones include AVOD, TVOD, and SVOD. In simple terms, the first one means ad monetization, the second one means pay-per-view, and the last one means subscription-based model. If you offer recurring content, subscriptions are your way to go. Brand building and awareness content go well with ads whereas sports or other one-time events align with pay-per-view.

A Brief Description of a few Top OTT Service Providers

The following are a few notable OTT delivery service providers or OVPs:

1. VdoCipher

VdoCipher is a well-known Online video player. The company provides the following capabilities and features. 

•         VdoCipher uses AWS for infrastructure.
•         The company uses AWS and Akamai for CDN.
•         This platform provides reliable software and infrastructure.
•         VdoCipher provides well-documented APIs.
•         The company offers a customizable video player.
•         VdoCipher provides robust security features including strong encryption.
•         Cyber-attackers can’t download videos streamed via this platform.
•         VdoCipher offers dynamic watermarking, therefore, hackers can’t tamper with the content.
•         The company utilizes other strong security solutions to prevent hacking.
•         This platform offers monetization tools.
•         VdoCipher offers reliable and competent technical support.
•         The company offers a wide range of pricing plans.

 2. Vimeo

Vimeo was a prominent player in the OTT space. After its acquisition of Livestream in 2017, Vimeo has become even more important. It offers the following features and capabilities:

•         Vimeo provides robust hardware, software, and cloud capabilities.
•         It supports both live streaming and VOD.
•         Vimeo offers comprehensive tools to manage video content.
•         This platform offers useful monetization tools.
•         Vimeo uses robust security solutions.
•         It provides in-depth analytics.
•         Vimeo offers phone, live chat, and email support.
•         The company provides a fully customized player.
•         OTT streaming services can use the engagement tools offered by Vimeo.
•         Vimeo offers comprehensive APIs.
•         The company has a wide range of pricing plans.

  3. Vidyard

Vidyard is an OVP with a focus on streaming for marketing and sales. It offers the following capabilities and features:

•         This OVP helps to turn viewers of videos into customers. The company provides important tools for business streaming.
•         Vidyard offers tools to improve user engagement and the reach of video content.
•         It offers robust security features.
•         Vidyard utilizes a comprehensive CMS.
•         It provides extensive video analytics.
•         The company offers competent technical support.
•         Vidyard provides advanced tools for broadcasting.
•         It provides dedicated marketing support.
•         The company has tiered pricing plans.

 4. Wistia

Wistia is a well-known OVP that supports podcasts too. The platform offers the following features and capabilities:

•         It provides reliable infrastructure and software for OTT broadcasting.
•         Wistia supports live streaming, VOD, and podcasts.
•         Wistia provides robust security features.
•         It offers an advanced video player.
•         The company provides CRM integration and extensive video analytics.
•         Wistia provides the relevant monetization tools.
•         It offers tools for marketing activities like lead generation, engagement, SEO, etc.
•         Wistia offers competent and reliable technical support.
•         The company offers tiered pricing plans.

5. Brightcove

Brightcove is a well-established OVP. The company offers the following capabilities and features:

•         It supports VOD and live streaming.
•         Brightcove supports ABR and multi-bitrate streaming.
•         This company utilizes a global content delivery network.
•         Brightcove offers the relevant security features.
•         The company offers custom video portals, and it provides CRM integration.
•         Brightcove provides APIs and the relevant documentation.
•         It offers video monetization tools, and it provides robust analytics.
•         Brightcove offers technical support via phone, live chat, and tickets.
•         The company offers customized pricing plans.

The Key Trends in the OTT landscape in 2024

The following trends are worth watching out for in the OTT broadcasting space:

1. The roll-out of 5G

In many countries, 5G roll-out is in progress. 5G will offer much faster connection speed and lower latency than the current generation of mobile wireless technologies. It will offer much higher bandwidth too.

These factors will combine to make streaming a much better experience for consumers. 5G will likely expedite the growth of the OTT streaming market.

2. The efforts to sustain the gains in the OTT space during the pandemic

The COVID-19 pandemic made many people stay indoors for a long time. OTT streaming became a key avenue for entertainment for many people. The world is combating the pandemic though, and vaccination drives have progressed considerably in many countries.

Many people expect the pandemic-related restrictions to go sooner than later. Will people rely on OTT that much for entertainment if the COVID-related restrictions are lifted? OTT streaming services are trying to make the gains sustainable by becoming more innovative.

3. Creation of localized content

Many consumers expect OTT streaming services to offer content that reflects their local culture. OTT streaming services have recognized this, and they are working on the localization of content.

4.Consolidation in the OTT market

There are many medium-to-small players in the OTT market and not only giants. Some of the giants like Amazon Prime Video have started efforts towards consolidation. They are partnering with smaller players to provide a wider range of content to consumers, and they are focusing on offering more convenience to consumers.

5. Greater efforts to increase user engagement

OTT streaming services are trying to improve user engagement. They are using more robust technology solutions for this, furthermore, they are trying to offer a more engaging user interface. They might use immersive technologies like VR (virtual reality) too.

What is OTT Streaming Services?

OTT (Over-The-Top) streaming services refer to platforms that deliver video, audio, and other forms of media content directly to viewers over the internet, bypassing traditional broadcast, cable, or satellite television distribution methods. The term “OTT” literally means going “over the top” of existing distribution channels, hence the name.

Key Features of OTT Streaming Services:

1. Direct-to-Consumer Delivery: Content is delivered directly to the viewer’s device—be it a smartphone, tablet, smart TV, computer, or gaming console—via the internet, without the need for a traditional pay-TV provider.
2. On-Demand Viewing: OTT services offer a wide variety of content, including movies, TV shows, live sports, news, and user-generated videos, which can be accessed on-demand, allowing viewers to watch what they want, when they want.
3. Subscription-Based Models: Most OTT platforms operate on a subscription basis, such as Netflix, Amazon Prime Video, Disney+, and HBO Max, where viewers pay a recurring fee to access content. Some platforms also offer free ad-supported content (e.g., Peacock) or transactional models where users pay per piece of content (e.g., Google Play Movies & TV).
4. Original Content Production: Many OTT services produce their original content to differentiate themselves in a competitive market. Examples include Netflix originals like “Stranger Things” and Amazon’s “The Marvelous Mrs. Maisel.”
5. Multi-Platform Accessibility: Content is accessible across multiple devices, including smartphones, tablets, computers, and smart TVs, often allowing for a seamless experience across different platforms.

Benefits of OTT Streaming Services:

• Flexibility and Convenience: Viewers can access content from anywhere, at any time, on any device.
• Cost-Effective: Often cheaper than traditional cable or satellite services, especially for those who select only the services that interest them.
• Personalization: OTT platforms often use algorithms to recommend content based on viewing habits and preferences.
• Global Reach: Content can be accessed by a global audience, allowing viewers to explore international media and cultures.

OTT streaming services have revolutionized the way media content is consumed, offering a more personalized, on-demand experience for viewers.

Conclusion

We explained what OTT broadcasting is and how it works. After talking about the top OTT streaming services, we described the top OTT service providers. We also discussed the key trends in this sector. Contact us if you need more help to make a mark in the OTT broadcasting space.

FAQs for OTT Broadcasting:

1. What is OTT broadcasting?

OTT (Over-The-Top) broadcasting refers to the delivery of video content over the Internet directly to viewers, bypassing traditional cable or satellite TV distribution methods.

2. How does OTT broadcasting differ from traditional broadcasting?

Unlike traditional broadcasting, which relies on cable, satellite, or terrestrial networks, OTT broadcasting utilizes the internet to deliver content to viewers on various devices such as smart TVs, streaming media players, and mobile devices.

3. What are some examples of OTT platforms?

Examples of OTT platforms include Netflix, Amazon Prime Video, Hulu, Disney+, and YouTube TV. These platforms offer on-demand streaming services and live TV streaming options over the internet.

4. What are the advantages of OTT broadcasting for content creators and viewers?

For content creators, OTT broadcasting offers greater flexibility, global reach, and direct access to audiences without the need for traditional distribution channels. For viewers, OTT provides on-demand access to a wide range of content, personalized recommendations, and the ability to watch anytime, anywhere.

5. How is content delivered in OTT broadcasting?

Content in OTT broadcasting is typically delivered using streaming protocols such as HLS (HTTP Live Streaming) or MPEG-DASH (Dynamic Adaptive Streaming over HTTP). These protocols enable adaptive bitrate streaming, ensuring smooth playback across different network conditions and devices.

6. What are the challenges of OTT broadcasting, and how can they be addressed?

Challenges of OTT broadcasting include managing bandwidth costs, ensuring content security, and addressing latency issues for live streaming. These challenges can be addressed through efficient content delivery networks (CDNs), DRM (Digital Rights Management) solutions, and optimizations in encoding and streaming technologies.