Over-the-top (OTT) media is how modern content creators and distributors reach their viewers over an internet connection, and it has already largely replaced legacy services like cable and satellite. Some content creators use proprietary OTT platforms, while others partner with streaming services like Hulu, Netflix, and Apple TV to distribute their content.
If you’re ready to join the current wave of video and audio streaming, you’ll need to learn what OTT means, how it differs from traditional broadcasting, and which OTT platforms are the best in the business. Read on to find out how to use OTT streaming to reach your viewers.
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What does over-the-top (OTT) mean?
OTT stands for “over-the-top.” It refers to video and audio media delivered directly to users over an internet connection rather than via the cable and satellite broadcasting of the past. Video streaming services like Hulu and Netflix offer OTT content, as do audio platforms like Spotify and Audible.
OTT streaming enables viewers to peruse a wide range of available content, whereas in the past, they were limited to what was being broadcast live at any given time. They can also watch from more devices, such as Smart TVs, gaming consoles, and smartphones — almost anything with a screen and an internet connection.
What’s an OTT streaming service?
Streaming media “over the top” makes your content available online rather than through a cable or satellite connection. That means you need a website or app with the infrastructure to store content and deliver it to viewers online. An OTT service like Vimeo is a platform that provides that infrastructure and gives you the tools to create a website or app.
OTT services also offer content monetization in three primary ways:
- Ads or advertising-supported video on demand (AVOD): OTT media is free or discounted for viewers, but advertisers pay to run ads throughout it.
- Transactional video on demand (TVOD): Viewers pay to access individual pieces of media, like movies or shows. Examples include renting or purchasing a movie on Amazon Prime.
- Subscription video on demand (SVOD): Subscribers pay a monthly fee to access some or all of the media on a streaming service. Different subscription tiers provide access to different content. Subscription is the primary way streaming platforms like Netflix and Hulu monetize their content, though they are increasingly offering free or discounted tiers as well.
As OTT streaming has gained popularity, the number of options for streaming services has exploded. OTT aggregators aim to solve this problem for viewers. They combine the content library of several different streaming services so viewers can browse them from one platform. They use OTT attribution to detect which service to send engagement metrics and transactions to when a viewer selects content.
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Benefits of over-the-top content
The move to streaming content over the internet has incredible benefits for viewers, but also for creators or companies looking to monetize their videos. Here are just a few ways that moving to an OTT platform can help your business.
Global reach and scalability
Cable and satellite TV were limited in who they could reach, often requiring huge investments in broadcasting infrastructure to expand their audience. With OTT streaming, you can beam your content anywhere viewers have an internet connection.
You’ll still have to navigate regional restrictions and perhaps even geo-block some content, but doing so requires far less investment. You don’t need to set up new towers or launch a satellite into orbit to expand your reach.
Data-driven insights
Traditional broadcasters don’t have any way to measure viewer engagement as it happens. Instead, they must rely on surveys from analytic groups like Nielsen that send questionnaires to consumers’ homes. With OTT streaming, you get direct, immediate analytics that highlight how viewers engage with your content.
Monetization flexibility
With your own OTT platform, you get to decide how to monetize content on your terms, and you aren’t limited to just one strategy. You can make some movies available as video on demand (VOD) and require a subscription for certain shows. Companies like Netflix are also experimenting with streaming video games through Smart TVs and gaming consoles.
Best 6 over-the-top streaming services and platforms
Some big players already dominate the OTT streaming market, such as Netflix and Hulu, but don’t let that intimidate you. There’s still plenty of room for new services to reach a dedicated audience. If you’re exploring the possibility of setting up a video streaming service, here are the best OTT streaming platforms you should consider using.
1. Vimeo Streaming
Vimeo Streaming offers all the professional tools you need to establish, market, and monetize a successful OTT streaming service. With it, you can create our own customized website and apps, host all the video content your viewers will stream, and configure the monetization model you’ll use to charge for it. It’s a white label platform, meaning viewers will see your branding, not Vimeo’s. It supports TVOD, subscriptions, and advertising.
Best of all, it’s easy to use, fast, and reliable. Vimeo’s global content delivery network (CDN) ensures you can reach a global audience, and its enterprise-grade security features, like digital rights management, maintain the data privacy and protections you need to adhere to international regulations.
All these features come at a modest cost, with Vimeo only taking a small percentage from your transactions or a flat rate from subscriptions. It’ll also handle the transaction flow for you, automatically collecting taxes and fees and distributing them to the right places.
Start your own channel with Vimeo Streaming →
2. Uscreen
Uscreen provides a platform for setting up a Netflix-style video streaming service. Like other options on this list, it offers hosting, a customizable OTT website and app, and the analytics you need to market your content correctly. However, you also have to set up a third-party integration to handle transactions.
Learn how Uscreen compares with Vimeo →
3. Dacast
Dacast specializes in live streaming and broadcasting live events like sports games and professional seminars. You could use their service to set up a streaming service similar to Hulu or Apple TV, and you’d get most of the video monetization and streaming options you’d need, like a paywall and an ad-free player.
When streaming live content with Dacast, though, you’re limited to 1080p resolution. You’ll also have to sign up for its most expensive plans to get access to the CDN, which you’ll need to reach a wider audience.
4. Kaltura
Kaltura is an OTT platform for hosting interactive online webinars and measuring their engagement. It’s primarily intended for technology businesses who need an online training platform or a home for all the digital content they send to users, and it’s enhanced with several AI features that can provide content suggestions based on your team’s knowledge base.
Learn how Kaltura compares with Vimeo →
5. Muvi
Muvi is a comprehensive OTT platform that comes with a comparable price tag. The Muvi Enterprise edition starts at $3,900 monthly. With that plan, you get a CDN, unlimited uploads, and DRM protection for your content. It’s a robust platform, but we recommend exploring all options that offer the same features at scale.
6. Brightcove
Brightcove serves marketing, communications, and media studios that need a platform to host video content and closely measure viewer engagement. It’s a practical option for streaming to Smart TVs like Roku and smartphones because you can customize the integrated video players for those devices.
To make the most of what Brightcove offers, you’ll have to sign up for a Premium subscription which requires meeting with a sales rep who can fit you with the right package.
Learn how Brightcove compares with Vimeo →
Maximize your streaming revenue with Vimeo’s OTT streaming services
Selecting the right OTT platform makes all the difference, both to your viewers and to your bottom line. However, the costs of a dedicated OTT platform can quickly get overwhelming, and if you want to reach the widest audiences possible, it’s a commitment you’re stuck with.
Vimeo scales with your streaming service's success and provides all the tools you need to make that success happen. Thanks to its integration of technical aspects like transactions and content storage, you’ll have a seamless experience creating your service
With Vimeo Streaming’s OTT services, your customers will also experience smooth playback, fast loading, and all the features they’ve come to expect from a cutting-edge streaming service.
