OTT has become the buzzword du jour in recent months, not only because it offers an entirely new way to consume digital content, but also because it represents the marriage of traditional television and online video. For the uninitiated, OTT stands for “Over-the-top,” a phrase that refers to the method by which video-based content is delivered to users. Instead of going the traditional (a.k.a. “linear”) route – i.e., content delivery through cable/satellite TV gatekeepers such as Comcast or Spectrum – OTT essentially piggybacks on a user’s broadband connection to deliver digital video content directly to users via the Internet.Chances are you’ve already interacted with OTT through popular streaming TV services such as Netflix, Hulu or Amazon Video, all of which deliver video content over the same broadband connection that you would use for surfing the Web or checking your email. The success of these streaming services indicates a seismic shift in how consumers engage with video content, and for the astute digital marketer, the emergence of OTT represents a gold mine of opportunity when it comes to audience targeting capabilities.
So is an investment in OTT-specific advertising platforms worth it? Let’s take a look at some of the interesting developments taking place in terms of linear TV viewership among various age groups, as it reveals the burgeoning influence that OTT is exerting upon viewing habits across target demographics.