over-the-top (OTT)

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Categories: Delivery

Over-the-top (OTT) is networking lingo that describes the delivery of content, services or applications over the internet. An OTT provider may also be referred to as an edge provider. OTT got its name because edge providers typically deliver content and services to customers on top of network infrastructure owned and maintained by internet service providers (ISPs), like Verizon and AT&T.

OTT content delivery allows customers with internet access to cut the cord for cable TV and landline phone service. Competition among and between incumbents and OTT providers has resulted in a wider range of user choices and a transformation in how to access content. While some OTT providers supply content for free, others require customers to view advertisements or pay a small monthly subscription fee.

The increasing availability of public Wi-Fi and unlimited wireless data plans has helped bolster the growth of OTT providers and services. This has challenged traditional content and service providers with finding ways to stay relevant or risk losing customers. For example, HBO launched its own video streaming service called HBO Now that lets customers view HBO shows without a cable subscription.