What Is Linear TV? The Difference Between Linear TV Vs OTT
The traditional television industry is experiencing significant changes due to the increasing popularity of alternative content consumption methods among audiences. This disruption poses a challenge to the linear TV market, which predominantly caters to older viewers, with the average age of a regular linear TV viewer being 55 or above. We provide video streaming services in India & OTT streaming services in India
However, it’s important to note that linear TV still holds relevance, especially when it comes to live TV events that attract viewers of all ages, regardless of their location. These events have a unique appeal and serve as trendsetters in the marketing landscape. Additionally, linear streaming continues to play a crucial role in broadcasting events with wide-ranging audiences, such as live sports and concerts. Although non-linear viewing is gaining unprecedented popularity, linear TV remains significant.
Demographic studies show that viewing habits and preferences vary across age groups, with younger audiences gravitating more towards non-linear viewing options.
Linear TV refers to conventional TV broadcasting where viewers watch pre-scheduled programs in real-time. It is also known as live or broadcast TV. With linear TV, viewers are required to tune in to a specific channel at a designated time to watch a particular program. The programming schedule is determined by the network or channel, limiting viewers’ ability to pause, rewind, or fast-forward content. On-demand content consumption is not possible with linear TV. We provide video streaming services in India
Despite the disruptive nature of non-linear TV, linear TV still has several advantages that ensure its continued relevance in the current landscape. Live events, such as sports or game shows where audience participation is involved, support the enduring appeal of linear television. The perception that linear TV advertisers are more trustworthy contributes to the attractiveness of linear TV for affluent audiences who often associate big brands with credibility. However, as skepticism around the effectiveness of digital advertising grows, brands are also searching for alternative avenues for growth. We provide OTT streaming services in India
Major industry players recognize the need to adapt to the changing media landscape and have shown a willingness to adopt new technologies. Some companies have launched their own over-the-top (OTT) services, such as Disney Plus and NBC’s Peacock, while others have transformed their platforms into cloud TV, like Vodafone and Viacom18. Cloud TV enables linear TV operators to leverage cloud-based infrastructure for distributing their services and OTT streaming, offering advanced audience targeting and personalization capabilities.
OTT (over-the-top) refers to content delivered in various media formats, such as audio or video, over wireless internet connections through live streaming. Viewers can access OTT content without relying on cable or satellite service operators; they only need a stable internet connection and a compatible device, such as Apple TV or Amazon Fire TV. OTT apps can be downloaded on smartphones or other connected devices, allowing real-time streaming.
OTT services have gained popularity due to the complete control they offer viewers over their content consumption, providing unlimited access to high-quality content across multiple devices. Viewers can customize their viewing experiences, watch content at their convenience, and pause or resume shows as needed. The OTT market is expected to expand significantly, with the video segment projected to reach 3,508 million users by 2027. OTT platforms have become one of the world’s major sources of entertainment.
OTT offers long-form video content delivered over the internet through applications or devices such as TVs, smartphones, web browsers, or PCs. Users do not need to subscribe to traditional cable, telco, or satellite services. OTT includes streaming services like Netflix, Sling TV, and Hulu, offering a collection of video packages accessible through monthly subscriptions. OTT platforms provide freedom of access to international web series, live sports broadcasts, and favorite videos on the go. Advertisers recognize the need for creative, data-driven, and precisely targeted OTT advertising experiences, as users have little interest in interrupted ad shows.
OTT also offers advantages such as higher playback speeds, synchronized audio and video content, customizablevideo and audio quality, and the ability for platform owners to manage operations independently and maximize profitability.
Linear TV and OTT are distinct concepts and should not be confused. Linear TV refers to traditional television broadcasts with specific schedules and channels, while OTT refers to content delivered over the internet without the need for cable or satellite services. Examples of OTT platforms include Netflix, Amazon Prime, and Disney+, which have gained popularity among viewers.
In conclusion, the television industry has undergone a significant transformation with the rise of streaming services. Viewers are no longer limited to traditional linear broadcasts and have embraced various devices, such as smartphones, PCs, and smart TVs, to watch content at their convenience. As a result, big OTT broadcast networks must explore different strategies to attract viewers and provide exceptional services to remain competitive in the market.