fast growing market16 Aug 2014 21:46
Over-the-top content (OTT) refers to delivery of audio, video, and other media over the Internet without a multiple system operator being involved in the control or distribution of the content. The provider may be aware of the contents of the Internet Protocol packets but is not responsible for, nor able to control, the viewing abilities, copyrights, and/or other redistribution of the content. This is in contrast to purchase or rental of video or audio content from an Internet service provider (ISP), such as pay television video on demand or an IPTV video service, like AT&T U-Verse. OTT in particular refers to content that arrives from a third party, such as Dramatize, Drama fever, Crackle, Hulu, myTV, NetD,Netflix, NowTV, RPI TV, WhereverTV, or WWE Network, and is delivered to an end user device, leaving the ISP responsible only for transporting IP packets........
OTT (Over the Top Technology) and IPTV (Internet Protocol Television) are two growing technology mediums in the media distribution industry that are in place in the market, yet not being used to their full capacity by advertisers or the critical mass..........
Although IPTV is currently more widespread than OTT, tech analysts speculate OTT to take over IPTV in a few years time. This has already happened in the UK.