Over-The-Top’s popularity is rapidly increasing with both consumers and advertisers. Here’s everything you need to know. THE OTT REALITY CHECK Over the Top (OTT) is audio and video content that is distributed over the Internet without a traditional TV provider.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Over-The-Top’s popularity is rapidly increasing with both consumers and advertisers.
Here’s everything you need to know.
THE OTT REALITY CHECK
Over the Top (OTT) is audio and video content that is distributed over the Internet without a traditional TV provider.
OTT IS NOWMAINSTREAMConsumers regularly watch video through OTT, whether streaming video across devices or accessing their Connected TVs.
42%of people prefer to
watch TV shows online
Source: AOL Mega-Audience II, Fall 2015
OTT VIEWING HAPPENING ACROSS SCREENS + OFTEN
Devices used to watch OTT by OTT Users Access OTT once a week or more
65%
59%
41%
35%
13%
89%
88%
83%
85%
83%
Laptop
Smartphone
Tablet
Connected TV
Gaming Console
Source: AOL and Advertiser Perceptions Monthly Omnibus Study, February 2016
BUT PAY TVISN’T DEAD...
YET11%have discontinued paid TV service to watch TV over
internet exclusively
13%say they are likely to discontinue paid TV
service to watch TV over internet exclusively over
the next 6 monthsForrester, 2016
Source: Forrester, North American Consumer Technographics Online Benchmark Survey (Part 2), 2015
ADVERTISERS ARE ADAPTING
2Xas many advertisers are planning to spend on OTT in 2016 from 2015. The amount they spend also increases each year
Source: AOL "2015 State of the Video Industry,” October 2015
Digital advertising budget allocated to OTT/Connected
TV
18%17%
16%
201620152014
PROS + CONSAs an emerging medium, advertising on OTT comes with both benefits and challenges.