OTT Vs Connected TV: What Definitions You Need To Know In 2024
Did you know that in 2020, the average time spent watching Over-The-Top (OTT) video content surged to approximately 62 minutes per day, marking a 23% increase from the previous year? We are VOD Solution & video streaming service provider
In the past, viewers consumed video content primarily through traditional TV and cable boxes. In such setups, audio and visual signals were converted and transmitted via airwaves.
However, the emergence of OTT (Over-The-Top) services has transformed the landscape. OTT platforms deliver video content directly to viewers via the internet, eliminating the need for traditional cable or satellite TV setups. Users can access content uploaded by OTT services through various internet-enabled devices such as smartphones, personal computers, and OTT TV boxes.
The global OTT industry surpassed a value of $170 billion in 2020, indicating a significant shift away from traditional TV services worldwide.
To delve deeper into OTT and Connected TV (CTV) services, which are meeting the escalating demand for video content, continue reading. We are VOD Solution & video streaming service provide
What is OTT?
OTT refers to a type of media service that streams video content directly to viewers over the internet. These services can be accessed on internet-enabled TVs or smart TVs, as well as through smartphones, computers, and OTT TV boxes. OTT providers are known for their diverse and dynamic online content. Key benefits of OTT services include:
- Hassle-free connectivity requiring only a stable internet connection and a streaming device.
- Accessibility to a wide variety of content, allowing users to watch their preferred videos at their convenience.
- Cost-effectiveness compared to traditional TV plans.
- Potential for targeted advertising at a lower cost compared to traditional TV advertising.
The global OTT industry is projected to grow at a Compound Annual Growth Rate (CAGR) of over 25% from 2020 to 2027, indicating its increasing significance in advertising and promotion, particularly for businesses heavily reliant on video marketing.
What is CTV?
Connected TV (CTV) refers to internet-enabled TVs used for streaming video content over the internet. Additionally, devices such as OTT devices and gaming consoles can be connected to smart TVs to facilitate video streaming. CTV providers offer streaming services through web applications. Key benefits of CTV include:
- Flexibility in viewing content anytime, anywhere.
- Disruption of traditional TV services, offering a more cost-effective alternative.
- High video completion rates due to non-skippable content.
- Catering to the growing number of cord-cutters, with over a billion households already preferring OTT and streaming devices over traditional TV services.
Difference between OTT and CTV
- Includes digital content delivered via CTV devices but not vice versa.
- Allows skippable video content.
- Can be accessed on various devices like smartphones, laptops, and desktops.
- Involves online content streamed on devices with internet protocol (IP).
- Features non-skippable video content.
- Specific devices include smart TVs, gaming consoles, and IPTV services.
Are CTV and OTT the Future of Advertising?
Many OTT providers prioritize advertising, offering both ad-based and premium streaming plans. Statistics show that a significant number of users are willing to watch advertisements in exchange for access to digital content, making OTT and CTV platforms attractive for advertisers seeking to reach a wide audience. Detailed real-time performance analysis provided by these platforms enhances the effectiveness of digital marketing campaigns. We are VOD Solution & video streaming service provider
Transition of Viewers from Traditional TV to OTT & CTV Options
Reasons for the shift towards OTT and CTV platforms over traditional TV include:
- Greater flexibility and variety in video plans.
- Customizable viewing schedules.
- Availability of a large target audience for digital advertisers.
Getting Started with CTV/OTT
To establish a successful CTV or OTT platform, businesses must consider various elements, including technical infrastructure and security features. Platforms like Mogi offer multi-channel delivery and advanced security features to enhance user experience and business reach. Researching the differences between OTT and Connected TV setups can aid in building a sustainable product.
Platforms like Mogi enable businesses to provide seamless video distribution and monetization options, catering to the evolving preferences of modern viewers. With features such as metadata creation, geo-targeting, and mobile broadcasting, these platforms empower businesses to build reliable OTT and CTV media platforms, positioning them for success in the digital landscape.