Transforming the media industry

Driven by the availability of high-speed connectivity and the increase in mobile devices, OTT platforms are changing the way the world looks at the media industry

- SUPRAKASH CHAUDHURI

Over-the-top or OTT services are on-demand platforms that offer streaming of audio and video content over the Internet without the need for a traditional television subscription. By giving users access to a variety of information that can be viewed at any time and on any device, these platforms are revolutionising the way people consume media.

On the technology front, OTT players rely heavily on the digital infrastructure for the service framework, operator engagement, service delivery, and hyperpersonalised user experience. In fact, technology has played a massive role in the evolution of the media industry and OTT platforms. Unlike traditional television, which requires expensive infrastructure and equipment, OTT services rely on the Internet, which is more accessible and affordable. This accessibility allows for a greater level of diversity in content, which can be tailored for specific audiences.

The OTT platforms have also been able to take advantage of technological advances, including the rise of high-speed Internet, better compression algorithms, and cloud-based services. These have led to better user experience, thereby contributing to the expansion of the overall industry.

SERVICE FRAMEWORK OF OTT OFFERINGS

With the growing dominance and popularity of smart devices such as smartphones and smart TVs, the rising demand for video-on-demand or VOD content and rising user payment rates are the main reasons for the rise of streaming services. The service framework of OTT offerings typically consists of three tiers: free, freemium, and premium. The free tier offers basic content that is supported by advertising.