Lesson 3

Key OTT Services – essential and desired TV & related applications

Over-the-top apps (OTT) are bringing in a “new age” of video.

These apps allow you to stream video from your favorite provider, on your preferred device, whenever you want. You don’t need a cable subscription or expensive satellite package to do it, either. Allowing you to bypass all of the “usual” services and paying for channels you don’t want or use.

Instead, you pay a flat subscription to the channel provider to enjoy what they create. Then, you watch it on the device you prefer. If you have a Netflix subscription, or have at least heard of Netflix, you know what this looks like in practice.

These apps make the content available on television, mobile phones, tablets, desktop computers and streaming boxes. And, there’s no ignoring how powerful this access to streaming has become in today’s society, either.

In 2015, the OTT market was valued at 28.04 million, but it’s predicted to reach 62.03 billion by 2022. Making over-the-top streaming a market that’s just waiting to explode. Why?

Because people want access to their videos, on their time, on their device. The success of Netflix, Amazon TV, and Roku all attest to this.

It won’t be long until we experience less of a market “shift” and more of a market earthquake towards every household using OTT apps to watch their favorite shows, movies, and content.

You can leverage each segment of this potential audience by creating apps for:

  • Televisions
  • Tablets
  • Streaming Boxes
  • Mobile Phones (Android and Apple)

Gone are the days where people are willing to put up with concepts such as "appointment television." If people want content, they want it now – no matter their location, time, or device.

OTT video offers content providers, including B2B businesses, an opportunity to distribute their video content as a standalone product directly to their target audience.

Instead of operating within the confines of telecommunications companies or broadcast television platforms, OTT apps allow you to speak directly to your audience through your own branded apps on mobile and TV devices.

Currently, there are more than 51 million households in the U.S. who use an OTT platform or app to stream content on a regular basis, which amounts to than 50% of internet-connected homes in the US. They use these apps for more than 100 minutes every day. 

We've reached a point where people produce video content more than all the major television networks in the U.S. in the last 30 years combined. Not only will video soon be the major source of internet traffic around the globe, but over half of that content is consumed on mobile devices. 

Cutting the cord isn’t a new concept to anyone in 2019. Millions of people have left traditional cable behind in favor of paying only for broadband internet and streaming services.

People increasingly prefer video content – to the point some speculate that we are entering a post-text world. 

Customers want access to video content from providers at their convenience. Once they've experienced this flexibility, they won't return to consuming content on someone else's schedule. The consistent decline in cable subscriptions is proof of this.

Developing an OTT app for mobile and TV devices can help you grow the business audience and revenue. People enjoy flexibility for choosing the source of the video content they consume and the schedule on which they view it. 

Through OTT apps and services the companies can take full advantage of that trend. OTT apps provide full control over your content, its accessibility, and its reach. 

We’ve rounded up some of the most-used apps and divided the list into several categories: TV Everywhere” apps, which are associated with traditional cable stations; TV streaming services, which are an alternative to cable; and standalone, specialized apps.

What Is TV Everywhere?

TV Everywhere apps and websites ask viewers to authenticate their television subscription. Once that subscription is verified, you’re able to access any channel that’s included in your TV package. 

By using various TV network apps and websites TV customers can stream live content and on-demand content from over one hundred channels. Users can stream content within and outside the home to authenticated devices, including computers and mobile devices. 

TV Everywhere is free for TV customers. All you need is a subscription to the network you want to watch. It includes live TV as well as full episodes of current TV shows. You’ll gain access to online programming for channels that your cable subscription includes.

It’s important to note that if you watch TV Everywhere through a mobile phone not connected to WiFi, you may have to pay data charges from your cellular carrier.

However, you can watch TV Everywhere without incurring cellular data charges as long as you’re able to sign on to WiFi. The quality of TV Everywhere does depend on the strength of the available signal.

What Is Streaming TV Service?

Over the last couple years, we’ve seen a wave of internet TV apps that you can subscribe to as a replacement for cable. Streaming TV services are subscription-based but separate from traditional TV service subscriptions. Streaming TV services are delivered via the Internet. Typically, streaming TV services offer a free trial so consumers can try before they buy. Streaming TV services also offer the benefit of no contracts so that consumers are able to cancel their subscription without penalties. Streaming TV offers consumers a choice for those who prefer niche programming or cannot get traditional TV service.

What Are Standalone Streaming apps?

These are either the streaming versions of specific channels or offer specialized content.