Full form of OTT Platform
OTT is the abbreviation for the expanded form for “Over the Top”. This is a phrase common to be used in the media or in the business fields which refers to any streaming service that is successful in delivering good content over the internet. This particular kind of service is delivered “over the top” of other services in a platform, hence it turns out to be the money maker.
This might sound to be a newer concept but this very much prevalent in the market industry. The phrase is common in pointing out the most serviceable platform which is successful in grasping the mass. We will know about this concept vividly in this section.
OTT Full Form
The OTT full form or the OTT full form in media is the same which means “Over the Top”.
In the past years, the scenario was such – a consumer would take out any cable subscription and the cable TV provider was responsible for the supply and availability of programming which used to come in the form of entertainment to the consumer.
The scenario has changed in the modern era - now the users can sign up for the services like Netflix, Spotify, or Hotstar Disney and after what they choose, they can get access to their offerings over the internet. Earlier, the cable provider would decide what we had to enjoy but now the cable provider only provides the internet connection and he got no ability to control what we, the consumers, will consume. This separation of ‘independence’ has a big impact on the purpose of advertising.
OTT: Over the Top
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OTT acronym stands for Over the Top as discussed earlier. This refers to the television and the film content that is being broadcasted using a high-speed internet connection. This is different than having a connection with a cable connection or a satellite service. The subscription we subscribe to now is not free content. If you want to watch that specific content you are liable to pay a distinct amount for watching that specific content for a specified duration. Like for example, Amazon Prime Video, Netflix, iTunes, Hotstar, and HBO Now can be watched in a definite time, say for 1 year after paying an annual subscription for the channels.
Nowadays popular is the web-enabled TV or you can take any internet-enabled device like the laptop, tablet, etc., with a good high-speed internet connection, you can watch the OTT content.
The fact is, with the popularity of Netflix the OTT viewing has increased among the consumers. This sharp growth in Netflix started when it started showing original content instead of showing the old movies and other TV shows as Netflix was doing in the beginning. If you do not have a smart TV, he or you should have an OTT device. This is a device that is used to consume or view the OTT content, e.g., Amazon Fire TV sticks.
Benefits of OTT Platforms or Media Services
The benefits rendered from the OTT platforms are as follows:
It is easy to use: The OTT content can be accessed easily anywhere. The user only needs to have a stable and good internet connection and a device like a PC, smart TV, or any mobile device, etc.
Cost-effective: OTT media services are also very much cost-effective as compared to traditional D2H connections.
Convenience: OTT allows the consumer’s convenience to view their favourite programs whenever the customer wants without any timing limit. One can even watch as many times as one wants. OTT for no geographical barrier as this can be watched from anywhere just only by logging into one’s personal account.
Variety: OTT offers a great variety of content. The bucket includes movies, TV shows, news, sports, kids' content, and much more entertaining subjects. This gives the locals to watch the content of other countries as well.
No commercials: One of the major benefits of watching the OTT content is that you can watch the favourite content without any commercial breaks and thus this not only entertains you but also saves your time in a great deal manner. Besides this, due to the COVID-19 outbreak, most of the filmmakers prefer to release their movies on these major OTT platforms for outgrowing mass capture.
Top Ten OTT Platforms in India
Below is a list of the top ten OTT platforms which have captured a mass. Following are the top ten OTT platforms:
Amazon Prime Video: Amazon Prime Video was introduced in India in the year 2016. Besides giving entertainment in English, the contents of this OTT also is available in six other Indian languages.
Netflix: This is yet another popular streaming service operating in India. This platform offers three subscription plans - Basic, Standard HD, and Premium Ultra HD.
Disney + Hotstar: This is another Indian over-the-top streaming service. Disney + Hotstar is owned by Novi Digital Entertainment which happens to be a subsidiary of Disney's Star India.
Voot: This is also an Indian OTT service. This is a subscription video on demand (SVOD) service. Voot was introduced in March 2016. Voot is available as an app for iOS devices, and Android users, and as a website for desktop users.
ZEE5: This is a video-on-demand OTT service. ZEE 5 is owned by the Essel Group and this was introduced on 14th February 2018 in India consisting of 12 different Indian languages.
Sony LIV: This is also an Indian video-on-demand service. Sony Liv is introduced by the Sony Pictures Networks India Pvt. Ltd. The library comprises the content of Sony Entertainment Network channels in India like the Sony TV, Sony Max, Sony Pix, and others.
MX Player: This is an Indian video-on-demand service. The service is owned by MX Media & Entertainment. The app is now available on iOS, Android, and the web. In 2019, the app was reintroduced as an OTT platform with good original content.
ALT Balaji: It is again a video on demand platform which is owned by Balaji Telefilms Ltd. This is a subscription-based OTT platform that is available across 32 different interfaces.
Eros Now: This platform was introduced in 2012 in India. This is a subscription-based OTT platform that is owned by Eros Digital. Eros now shows various hit films and other web series as well.
Arre: This is a Mumbai-based Indian OTT media service this platform produces and also offers videos, web series, audio series, and other documentaries through the online channel. Arre was launched in the year 2016 April.
OTT Full Form in Cinema
OTT stands for 'over-the-top' in the cinema as well. This refers to any media service which provides streaming of video content like TV shows and other hit movies via app or website over the internet instead of the traditional distribution networks like cable and DTH.
What Is Over the Top (OTT)?
Over the top (OTT) refers to the film and the television content that is being provided with a great speed internet connection. Rather than a cable or by a satellite provider. The viewers who dislike paying for the bundled content are often known as the cord-cutters. OTT is not free, the term encompasses services like – Netflix, Hulu, Amazon Prime, HBO Now, etc.
Key Analysis
Over the top (abbreviated as OTT) is the film and provides the television content. They provide the subscribed channels via the Internet as are being opposed to the traditional means of a cable or by the satellite provider.
Common examples of OTT services are - Netflix, Amazon Prime Video, Hulu, and also HBO Now.
OTT allows the individuals to avoid paying for the bundles which are typical for cable and satellite connection. OTT allows the consumers to selectively choose their providers, at a much lower cost even.
While Transactional Video on Demand (TVOD) means renting or buying the movies through certain providers, like Apple TV, YouTube, and Vimeo.
Growth of OTT
As already said, Over the top (OTT) watching by the mass became popular with the sharp rise in Netflix growth. Netflix consisted of simply showing the old movies and other television shows to develop with the original content and thus distributing the licensed content more quickly. The fast-growing profitability and popularity especially were because of the younger audiences. They spurred the wide-ranging competition. OTT content can be accessed directly through the computer, but this is often watched on a Web-enabled television or via any Internet-enabled device, like Roku or Apple TV, which can be connected to conventional television.
FAQs on OTT Full Form
Q1. Who are Cord Cutters?
Ans. This is the terminology used in the broadcast of television. The cord-cutting refers to the pattern of the viewers, who are actually referred to as cord-cutters. The cord-cutters cancel their subscriptions to the multichannel television services available traditionally over the cable or satellite, they thereby drop the pay television channels or reduce the number of hours of subscription of TV viewed in response to the competition.
Q2. Who is the Founder of Netflix?
Ans. Marc Randolph and Reed Hastings together founded Netflix on August 29, in the year 1997 in Scotts Valley, in California.
While Netflix co-founder Reed Hastings says India has a 'speculative' investment – he talks about the pricing experiments and the partnership with Jio.
Q3. Who Regulates OTT?
Ans. The Indian government tightened its control over the digital news media and the OTT (over-the-top) video streaming platforms. The government introduced a three-tier mechanism and this was termed as a "soft-touch regulatory architecture." While the first two tiers bring forth the place a system of self-regulation by this platform.
