OTT technologies and strategies for broadcasters

1Executive Summary

As communications and entertainment needs have gone mobile and social, consumers have increasingly embraced internet-delivered video for viewing TV shows and movies. If broadcasters and programmers are to reach this audience, they themselves must embrace a new set of video-delivery techniques. One of these is over-the-top (OTT) video delivery: digital video programming via the open internet rather than over the air or through a facilities-based service provider that can be sent to any connected-consumer electronics device, regardless of location.

Online delivery to so many types of consumer devices means that video programmers must produce multiple internet-streaming formats that use different types of security and different ways of inserting ads. This report explains the technical details of the various format and delivery types. Other considerations include the need for maintaining high video quality despite external factors and choosing from among multiple architectural approaches to optimize delivery.

Broadcasters and other content producers should keep in mind that content is still king; their programming represents their primary value to consumers, so OTT is not just an added expense. Broadcasters should view OTT delivery as both an additional channel of distribution and an added revenue opportunity for video-programming producers.

Because younger consumers want the delivery and pricing models of OTT, video programmers, pay-TV operators, and consumer device makers are all racing to enable them. Although programmers fear new devices and inadequate security, advances in security technologies and the finalization of OTT technical standards will mitigate these concerns over time.

Relevant Analyst
Steven Hawley

Steve Hawley

Principal Analyst & Consultant tvstrategies (tm)

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