Over-the-top media service explained

An over-the-top media service, also known as OTT and over-the-top television (or over-the-top radio), is a digital distribution service of video and audio delivered directly to viewers via the public Internet, rather than through over-the-air, cable, and satellite television service, or IPTV provider.[1] The term is synonymous with streaming platform.[2]

Visual OTT services may be subscription-based or free, and are typically accessed via television sets with integrated Smart TV platforms,[3] streaming devices such as Apple TV, Amazon Fire TV and Roku, video game consoles, websites on personal computers, and apps on smartphones and tablets.[4]

OTT bypasses broadcast, cable, and satellite transmissions—the system through which companies have traditionally acted as controllers or distributors of television content. This content may include shows and movies for which the OTT acquired licensed rights from the content owner.[5] [6] [7] Programming may also include original content produced by the service or specifically for it.[8] [9]

OTT services include paid services such as Netflix or Amazon Prime Video[10] [11] which provide access to subscription-based film and television content (SVOD),[12] [13] or free ad-supported streaming television (FAST) services such as Pluto TV and Tubi.[14] OTT services also include a range of "skinny" television offerings by streaming platforms, such as Sling TV and Hulu with Live TV, that provide live streams of specialty channels.[15] [16] [17] In 2023, using OTT platforms constituted 38% of global television consumption. OTT TV, commonly called streaming television,[18] [19] is the most popular method for watching television in the United States as of 2025.[20]

Over-the-top radio (OTT radio) is the delivery of sound over the public Internet instead of via traditional terrestrial radio audio signals.[21] Music and spoken content[22] [23] is provided through streaming platforms such as BBC Sounds,[24] Spotify,[25] and Audacy.

Definitions

In 2011, the Canadian Radio-television and Telecommunications Commission (CRTC), Canada's telecommunications regulator, stated that it "considers that Internet access to programming independent of a facility or network dedicated to its delivery (via, for example, cable or satellite) is the defining feature of what have been termed 'over-the-top' services".[26]

In contrast to video on demand systems offered by cable and IPTV, which operate over managed networks where channels can be changed instantly and thus content available instantaneously, some OTT services such as iTunes require that the video be downloaded first and then played.[27] Relatedly, some OTT services require movie download but can start playing the content before the download completes (streaming).[28]

The United States Federal Communications Commission (FCC) categorizes OTT services into two groups: multichannel video programming distributors (MVPDs) and online video distributors (OVDs).[29] [30]

Virtual MVPDs include such services such as DirecTV Stream, FuboTV, Sling TV, Hulu + Live TV and YouTube TV.

The FCC defined an OVD as:[29]

Background

Over-the-top content is delivered via the public Internet instead of a closed, private network system that uses exclusive equipment like set-top boxes,[31] or through Internet Protocol television (IPTV) services (such as U-verse TV). An Internet service provider (ISP) simply transports the Internet Protocol (IP) packets that deliver OTT content to the end-user.[32] [33] [34] [35]

In broadcasting, OTT content is the audio, video, and other media content delivered over the Internet, without the involvement of a multiple-system operator (MSO) in the control or distribution of the content. The ISP may be aware of the contents of the IP packets and may be able to block or restrict their transit to end users (unless that internet provider operates within a jurisdiction that requires "net neutrality"). However, the ISP is not responsible for the viewing abilities, copyrights, and/or other redistribution of the content from the OTT provider. This model contrasts with the purchasing or rental of video or audio content from an ISP, such as pay television, video on demand and IPTV.

OTT television signals are received over the Internet or through a cell phone network, as opposed to receiving television signals from terrestrial broadcasters, cable networks, or via satellite transmission. The video distributor controls access through an app, a separate OTT dongle, or a box connected to a phone, PC, or smart television set.[36] By mid-2017, 58 percent of US households accessed one OTT service in a given month through a streaming device, game console, or Smart TV; with 84 per cent of advertising revenues originating from OTT channels, exceeding revenues from videos playing in web browsers on desktops and laptops.

Technologies like cloud computing, data analytics, and the Internet of Things (IoT) are coming together to create a transformational shift in the OTT media landscape.[37] These new developments in technology have the potential to influence the OTT industry's future as customer preferences continue to shift. IoT device integration is opening up new ways for OTT providers to offer immersive and personalized watching experiences, from smart TVs to connected home appliances.[38] OTT platforms are able to curate content and provide personalized suggestions that are catered to individual tastes by utilizing IoT data to obtain deeper insights into user preferences. Cloud computing's scalability and flexibility are enabling OTT companies to adjust to the increasing market demand for streaming and on-demand content. Cloud-based infrastructure makes it possible to scale resources quickly in response to changing viewership patterns, handle data efficiently, and deliver content seamlessly.[39]

Progress

In 2019, the record of simultaneous users watching an OTT event was set at 18.6 million in India by Disney Entertainment's video streaming platform Hotstar.[40] This was surpassed in 2023 with 59 million concurrent viewers on Disney+ Hotstar.[41] In 2025, the record was broken again with 61.2 million viewers on JioHotstar.[42]

In 2023, the viewing of TV content on streaming platforms represented 38% of global television consumption with 1.8 billion subscriptions to OTT platforms.[43] In 2024, OTT TV became the most popular content in the US. By May 2025, the use of streaming platforms in the US had increased 71% since 2021, with streaming representing 44.8% of all television viewership, surpassing network and cable television combined.[44]

Modes of access

Consumers can access OTT content through Internet-connected devices such as smart TVs,[45] digital media players, gaming consoles, set-top boxes, desktop and laptop computers, tablets, and smartphones.[46]

The results of a 2018 in-house data analysis of their subscribers by Uscreen (a membership platform for video creators and entrepreneurs) reported that 45% used iOS and Android mobile devices to access their OTT content, while 39% used web browsers for streaming.[47]

Streaming platforms

See also: List of streaming media services. Examples of OTT platforms with over 1 million subscribers include:[48]

Mobile communication

The term "OTT" has also been used to describe no-carrier cellphones, for which all communications are charged as data,[49] avoiding monopolistic competition, or apps for phones that transmit data in this manner, including both those that replace other call methods[50] and those that update software.[51] [52] [53] [54]

OTT messaging is defined as instant messaging services or online chat provided by third parties, as an alternative to text messaging services provided by a mobile network operator.[55] [56] An example is the Meta Platforms-owned mobile application WhatsApp, that serves to replace text messaging on Internet connected smartphones.[57] [58] Other providers of OTT messaging include Viber, WeChat, iMessage, Skype, Telegram and the now defunct Google Allo.[59]

OTT voice calling, usually called VoIP, capabilities, for instance, a softphone or as provided by FaceTime, Skype, Viber, WhatsApp, WeChat, and Zoom use open internet communication protocols to replace and sometimes enhance existing operator controlled services offered by mobile phone operators.

See also

Further reading

External links

Notes and References

  1. Web site: Meier . Kimberlee . OTT TV: What is it and why is it important? . . February 15, 2022.
  2. Web site: Top OTT Streaming Platforms for Best Viewing Experience . Yellowbrick . Yellowbrick Learning . August 26, 2023.
  3. Definition of smart TV . . 2020 . 1 May 2024 . 1 May 2024 . https://web.archive.org/web/20240501094721/https://www.pcmag.com/encyclopedia/term/smart-tv . live .
  4. Web site: What is OTT? . Endavo Media . April 13, 2023 . 12 April 2024 . 10 April 2021 . https://web.archive.org/web/20210410135558/https://www.endavomedia.com/what-is-ott/ . live .
  5. News: Faughnder . Ryan . 'Suits' showed the power of licensing. Is Hollywood's 'walled garden' strategy losing . . December 19, 2023 . https://archive.today/20231219225814/https://www.latimes.com/entertainment-arts/business/newsletter/2023-12-19/six-feet-under-on-netflix-how-the-streaming-business-learned-to-love-licensing-again-the-wide-shot . 19 December 2023 . live.
  6. Web site: Deciphering Content Licensing in an Evolving Streaming Ecosystem . FilmTake . December 27, 2023.
  7. Gruenwedel . Erik . Ampere: Studios Upping Third-Party Streaming Content Licensing . . February 19, 2024.
  8. Irwin-Hunt . Alex . Streaming wars: Disney+, Netflix and Amazon to drive original content spend . . February 8, 2023 . 23 August 2024 . 15 April 2023 . https://web.archive.org/web/20230415175240/https://www.fdiintelligence.com/content/data-trends/streaming-wars-disney-netflix-and-amazon-to-drive-original-content-spend-82017 . live .
  9. Arnold . Thomas K. . Netflix Still on Top in Terms of Original Content, with 37% of All Movies and Shows . . November 18, 2022 . 23 August 2024 . 23 August 2024 . https://web.archive.org/web/20240823113413/https://www.mediaplaynews.com/netflix-still-on-top-in-terms-of-original-content-with-37-percent-of-all-movies-and-shows/ . live .
  10. Web site: What is OTT? The meaning of video streaming platforms . TravSonic . February 29, 2024 . 12 April 2024.
  11. Web site: Wilbert . Max . The 10 Best OTT Streaming Services . . June 20, 2024 . 10 July 2024.
  12. Web site: McDermott . John . March 17, 2022 . CTV, OTT, SVOD, AVOD, BVOD, FAST…What the Tech are all these digital TV acronyms? . https://archive.today/20231201202818/https://www.thecurrent.com/ctv-ott-svod-avod-bvod-fast-what-the-tech-are-all-these-digital-tv-acronyms . 1 December 2023 . The Current . The Trade Desk.
  13. Web site: Nissen . Keith . 31 August 2023 . Netflix, Amazon Prime Video and Disney+ dominate global SVOD viewing hours . . https://web.archive.org/web/20240504121829/https://www.spglobal.com/marketintelligence/en/news-insights/research/netflix-amazon-prime-video-and-disney-dominate-global-svod-viewing-hours . May 4, 2024 .
  14. News: Wile . Rob . The fastest-growing streaming networks have on-demand content for free — and you may not have heard of them . . July 10, 2024 . 25 March 2025 . https://archive.today/20240711142653/https://www.nbcnews.com/business/consumer/free-ad-supported-tv-pluto-tubi-freevee-xumo-rcna160729 . 11 July 2024 . live.
  15. Rosenblatt . Bill . Internet TV Skinny Bundle Market Gets More Crowded With Hulu's New Service . . May 4, 2017 . https://archive.today/20240518035352/https://www.forbes.com/sites/billrosenblatt/2017/05/04/internet-tv-skinny-bundle-market-gets-more-crowded-with-hulus-new-service/?sh=57264ea53817 . 18 May 2024 . live.
  16. Web site: Dreier . Troy . Sling TV Is the Most Popular Skinny Bundle, in Over 2M US Homes . Streaming Media . June 21, 2017 . https://web.archive.org/web/20180629213151/https://www.streamingmedia.com/Articles/News/Online-Video-News/Sling-TV-Is-the-Most-Popular-Skinny-Bundle-in-Over-2M-US-Homes-118970.aspx . June 29, 2018 . live.
  17. Web site: Wolfe . Bryan M. . After Pushback, Amazon Cancels Plans for Skinny Television Bundle . AppAdvice . November 15, 2017 . https://web.archive.org/web/20200920115056/https://appadvice.com/post/amazon-skinny-television-bundle/757211 . September 20, 2020 . live.
  18. Web site: What is streaming TV? . . 2024.
  19. Web site: Frost . Bill . What Is Streaming TV? . CableTV.com . February 9, 2024.
  20. News: Koblin . John . It's Official: Streaming Is Now the King of TV . . June 17, 2025 . 28 June 2025 . https://archive.today/20250617154814/https://www.nytimes.com/2025/06/17/business/media/streaming-beats-cable-broadcast.html . 17 June 2025 . live.
  21. Web site: Neslon . Camila Leme . A Complete Breakdown of Radio Streaming . Radio.co . March 25, 2025 . 18 January 2026.
  22. Web site: Stassen . Murray . Music streaming platforms now host quarter of a BILLION tracks. Where does it end? . . January 14, 2026 . 17 January 2026.
  23. Hill . Simon . The Best Podcasts for Everyone . . February 14, 2025 . 17 January 2026.
  24. Web site: Torres . Lena . Bbc Sounds: The Evolution, Changes, And Current State Explained . SoundCy . November 23, 2025.
  25. Web site: Westberg . Peter . Spotify's Rise to Global Dominance in Music Streaming . Quartr . 11 September 2025.
  26. Web site: Results of the fact-finding exercise on the over-the-top programming services. Government of Canada, Canadian Radio-television and Telecommunications Commission. (CRTC). www.crtc.gc.ca. 3 October 2011 . 30 May 2017. https://web.archive.org/web/20170603162457/http://www.crtc.gc.ca/eng/publications/reports/rp1110.htm#ftn2#ftn2. 2017-06-03. live.
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  29. FCC . 6 May 2016 . Annual Assessment of the Status of Competition in the Market for the Delivery of Video Programming [Seventeenth Report; MB Docket No. 15-158; DA 16-510] ]. Washington, DC . Federal Communications Commission (FCC) . 4417–4587 . 26 December 2016 . https://web.archive.org/web/20161026075525/https://apps.fcc.gov/edocs_public/attachmatch/DA-16-510A1_Rcd.pdf . 2016-10-26 . live .
  30. Web site: FCC Officially Launches OVD Definition NPRM. Broadcasting & Cable. 19 December 2014 . en. 2018-03-22. https://web.archive.org/web/20170819093215/http://www.broadcastingcable.com/news/washington/fcc-officially-launches-ovd-definition-nprm/136544. 2017-08-19. live.
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  40. News: Singh . Manish . Hotstar, Disney's Indian streaming service, sets new global record for live viewership . . 12 May 2019 . https://web.archive.org/web/20191228115355/https://techcrunch.com/2019/05/12/hotstar-disneys-indian-streaming-service-sets-new-global-record-for-live-viewership/ . 28 December 2019 .
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  42. News: JioHotstar sets 540+ crore viewership record in ICC Champions Trophy 2025 . . March 14, 2025 . April 28, 2025 . en-IN.
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