Thanks to the flexibility it offers, allowing users to choose when and how they watch video content, OTT streaming has gradually overtaken the Internet. As a result, there is a greater demand for OTT TV and other OTT streaming devices now more than ever.
What Is OTT TV?
OTT (over-the-top) refers to video content delivered over the internet through streaming technology — OTT devices. Unlike traditional television, OTT allows for more flexibility as users can choose when and how (Smart TV, mobile devices, computer, etc.) they want to consume content.
Among these devices is OTT TV, a TV set with integrated OTT capabilities or the ability to connect to an external device that grants access to streaming services. These devices offer both VOD and television content to their users.
Read More About OTT: What Is OTT: A Definitive Guide to Over-the-Top Streaming
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Follow UsOTT TV vs. Connected TV
OTT TV and CTV are, by definition, the same. They are television sets equipped with built-in streaming apps or can connect to external streaming devices (e.g., Roku streaming stick), giving them easy access to OTT platforms.
However, it is important to note that OTT, as a standalone term, refers to both streaming devices and streaming services. It is an umbrella term that denotes both content delivery through the internet and the devices used to access this content.
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How Does OTT TV Work?
Content for OTT TV is first acquired from various sources. TV networks, studios, and independent creators. And it is often supplemented by original productions. This content is then stored on global servers, often using cloud services. OTT publishers usually manage this content through a content management system (CMS). A CMS platform is used to organize, encode, and transcode content for compatibility with various devices. Some CMS platforms can also offer hosting services to ease the process. So, I suggest choosing platforms with extensive features.
A content delivery network (CDN) is also needed to ensure efficient distribution. A CDN caches content on the closest server to the user. This reduces load time and latency when the user tries to view the content. The final step is for the users to access the OTT platform. Users do this via apps on their smart TVs, smartphones, tablets, computers, and streaming devices.
OTT platforms usually use protocols such as HTTP live streaming (HLS) and dynamic adaptive streaming over HTTP (DASH) to deliver content. These protocols adjust the quality of the video based on the internet speed of the user. This greatly impacts the user experience.
How to Access OTT TV?
As mentioned, to access streaming platforms, users need to have an OTT device. This can be either a CTV, OTT box or a mobile device with access to the Internet. While smart TVs are now common in households, those with older TV sets would need OTT boxes to access streaming content.
These external devices are small router-like boxes that enable TV sets to access OTT streaming services, making them OTT TVs. Usually, these boxes come with remotes that allow them to easily switch from cable to OTT with a click of a button, giving users access to OTT apps.
Why You Should Include OTT TV in Your Streaming Offer
While 70% of the US surveyed audience watches videos from mobile devices, TV isn’t that far behind. In fact, 59% of survey participants watch streaming content through smart TVs. With OTT services, TV sets are still one of the most frequently used devices for streaming. For example, when we look at Netflix, one of the most popular streaming services worldwide, viewers still use TV as a primary means to stream its content.
So for publishers looking to start an OTT streaming service, I suggest making your video content available on both mobile devices and OTT TVs as it is an excellent way to reach a broader diverse audience.
Launch Your OTT Service With TargetVideo
For publishers interested in starting their own OTT services, TargetVideo offers a custom OTT solution. Expand your audience reach and enhance the user experience by allowing viewers to rate videos, create playlists, sign up, and enjoy your content on any Android, iOS, Apple TV, Tizen, or WebOS device.
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FAQ
1. What is OTT?
OTT (over-the-top) refers to video content delivered over the internet through mobile, CTV, and other streaming devices.
2. What is OTT TV?
It is a TV set that comes with in-built OTT capabilities or can connect to an external device that gives it access to online streaming services.
3. How to watch OTT on smart TV?
You can access OTT services by connecting your smart TV to the Internet and then accessing your app store/library to choose the OTT app you wish to use. The other option is to connect your Smart TV to an external streaming device like Roku or Amazon Fire Stick through an external cable, set up the device, and then install the OTT app you wish to use.
4. Is connected TV the same as OTT?
While CTV and OTT TV are the same, OTT, on the other hand, is a term that umbrellas both OTT streaming devices and streaming services.
5. How does OTT TV work?
OTT TV delivers video content to users through the Internet, giving them access to available OTT streaming services through an app store.
