What is OTT? Meaning, technology, platforms, and how it’s changing communication

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Many of the apps you use every day, from Netflix and Spotify to WhatsApp and Zoom, rely on the same underlying technology: OTT or “over-the-top” services.

But what is OTT, and why has it become an important part of people’s lives

OTT platforms deliver media and communication services directly over the internet, allowing users to stream content, send messages, and make calls using internet-enabled devices.

Understanding the OTT meaning can help explain how messaging apps, video calling services, and streaming platforms work, as well as how they’ve changed the way people around the world connect and consume media.

What does OTT stand for?

OTT stands for “over-the-top.”

According to Adjust¹, OTT refers to services or platforms that directly deliver streamed content² or allow users to communicate through devices that are connected to the Internet instead of through broadcast, cable, or telecom networks. The term “over the top” describes how these services operate on top of traditional telecom infrastructure rather than through it.

OTT technology now powers many of the digital services that people use daily, from media streaming platforms like Netflix, Prime Video, and Max to messaging apps like Telegram, WhatsApp, and Messenger.

What is an OTT platform?

Let’s look more closely at the OTT platform technology and how it works. According to Indeed³, an OTT platform allows users to stream audio or video content on media devices like TVs and laptops. OTT platforms deliver content over the Internet to media devices instead of broadcasting it on traditional networks like television or radio.

Simply put, with an Internet connection and a media device of your choice - like your tablet, laptop, or even your smartphone - you can use OTT platforms⁴ to watch your favorite movies and shows or listen to your favorite music whenever you want.

OTT platforms often include key features⁵ that enhance users’ viewing experience:

Personalization:
OTT platforms use algorithms to recommend content based on viewing behavior and preferences.

On-demand content:
These platforms deliver a wide range of on-demand content, like TV shows, movies, documentaries, and live events.

Original content:
Many OTT platforms produce exclusive content that isn’t available anywhere else. For instance, if you watch content on Amazon Prime, you’ve probably come across some of the platform’s originals, like Fallout or The Mighty Nein.

Availability across multiple devices:
These platforms are designed to be usable across various internet-enabled devices like smartphones, smart TVs, or tablets.

Unity notes that the term OTT is often used to refer to video-on-demand (VOD) platforms, but OTT is also used in other services⁶ like audio streaming, messaging, internet-based calling services, and advertising.

Types of OTT services

Over-the-top media technology is used in various services, from streaming content to providing internet-based calling and messaging solutions.

Streaming

One of the services that OTT is associated with is allowing users to stream content. This distribution model gives users a different way to enjoy content other than traditional means like satellite or cable television.

Netflix, Disney+, and Amazon Prime are among the top OTT platforms⁷ for streaming video content. Some examples of OTT platforms that stream audio include Spotify and Apple Music.

Messaging

Aside from streaming audio and video content, there are also OTT platforms that offer communication services, like messaging and calling. Per the SMS Works, these apps use the internet to transmit messages⁸ instead of through mobile networks. WhatsApp, Slack, and Viber are examples of messaging apps that use OTT technology to provide internet-based communication solutions.

Calling

Many OTT messaging platforms offer both messaging and calling features, but there are some apps that mainly offer video calling. Zoom and FaceTime are examples of software programs that provide video calling services.

Advertising

According to Vimeo⁹, over-the-top advertising places brand ads inside a streaming service’s programming, so these ads run on the streaming app at predetermined intervals instead of fixed broadcast time slots. OTT advertising offers brands a more personalized marketing approach, targeting audiences based on factors like user location, viewing behavior, and interests.

Netflix, for instance, offers an ad-supported plan¹⁰ in some regions. With this tier, users can get a lower-priced subscription plan, allowing them to enjoy the platform’s shows and movies with short ads that are timed¹¹ to minimize interruptions to users’ viewing experience.

What is OTT in media?

Over-the-top technology has greatly influenced media because it has offered an alternative way for people to consume content.

OTT TV

Vimeo defines over-the-top (OTT) TV¹² as a service that allows customers to watch videos and on-demand virtual events whenever and however they want. With OTT TV, people can install streaming apps like Netflix, Amazon Prime, and Hulu to get access to hundreds of thousands of programs offered on these platforms whenever they like. The programs available aren’t limited to TV programs. Consumers use OTT TV for various purposes, from working out at home to attending virtual events.

Over-the-top television distributes television content over the internet instead of traditional cable or satellite TV. You can watch OTT TV on streaming platforms with an internet-enabled media device, like your tablet, laptop, smart TV, or smartphone.

OTT TV vs. traditional TV

Unlike traditional TV, which relies on scheduled broadcasting to distribute content, OTT streaming platforms deliver on-demand content. According to McDonough Telephone Cooperative, on-demand allows you to watch a movie or show at your convenience¹³. You don’t have to tune in at certain times of the day to watch the shows you like, and you can pause, fast-forward, rewind, and re-watch them as much as you want.

Additionally, as mentioned before, one of the key features of OTT streaming is personalization. Streaming platforms use algorithms to curate and recommend content to viewers based on viewing habits and preferences.

Traditional TV, on the other hand, isn’t really capable of personalizing content. The shows you catch on TV are decided by the networks and channels.¹⁴

As for pricing, streaming is generally considered to be more affordable than cable, though the actual cost would depend on your needs. Per CableCompare¹⁵, cable customers pay an average of $147 per month, while a household that’s subscribed to three streaming services pay around $48.

However, for streaming, subscribers would also have to consider the cost of having a high-speed internet plan, which is needed for a good viewing experience. For cable TV, customers also have to account for factors that can increase costs for a cable plan, like installation fees and penalties for early termination of contracts.

Here’s a table summarizing the key differences between OTT TV streaming and traditional TV:

TT TV Streaming	Traditional TV
Offers on-demand content; viewers can watch what they want, whenever they want	Relies on scheduled broadcasting; viewers have to tune in at certain times to watch programs
Streaming platforms are compatible across multiple devices, allowing users to view content on internet-enabled media devices	Broadcasts content on television; customers need a TV set to watch programs
Delivers content over the internet; viewers need an internet connection and an internet-enabled media device to use OTT streaming platforms	Distributes content via traditional networks like cable or satellite
Uses algorithms to recommend content to viewers based on factors like viewing history, location, and interests, which personalizes viewer experience	Doesn’t personalize content for viewers; networks and channels decide which movies and programs get aired on TV
Offers various subscription tiers depending on customers’ needs; customers can cancel subscriptions without penalties	Offers monthly subscriptions or cable fees; early termination of cable contract may incur penalties

How does OTT work?

So far, you’ve been learning about OTT’s role in various services and the key differences between streaming and watching traditional TV — but how does OTT work?

OTT streaming

According to Spyrosoft, over-the-top media distribution uses a simple system¹⁶ to deliver content directly to viewers over the Internet, bypassing intermediaries controlling access to content or programming schedules.

First, content producers or broadcasters upload live or pre-recorded videos to an OTT hosting platform. The uploaded content travels through a Content Delivery Network (CDN) to several servers around the world, ensuring that viewers can easily access content regardless of location. The distributed content then becomes available on the content library of a streaming app or website that viewers can browse and choose programs from.

When you press play on a program, your device sends a request to a nearby server, which streams compressed video data over the internet in real time.

OTT messaging

OTT messaging apps are third-party platforms¹⁷ that offer instant and free text, voice, and video communication. And just like how OTT distributes audio and video content, it also uses the internet to deliver messages. OTT apps like Viber and Facebook Messenger transmit messages over WiFi instead of going through cellular networks.

OTT messaging apps have changed how people communicate¹⁸. Beyond simple text messages, they offer features like file sharing, stickers, voice notes, and group chats.

OTT vs. Telecom

Telecommunications, according to the National Institute of Standards and Technology (NIST)¹⁹, is the “preparation, transmission, communication, or related processing of information” through electronic means.

OTT transmits messages over the internet, while telecommunication providers deliver messages through traditional, electronic pathways like cellular networks.

Here are a few other key differences¹⁷ between OTT messaging and traditional messaging:

	OTT messaging apps	Traditional messaging (SMS)
Reach and availability	Universally used but some apps aren’t available in certain regions and require internet access	Has limitations on sending messages internationally but can reach global markets with an SMS API provider
Content delivered	Generally allows lengthier messages, though some apps have max character limits per message; can share files, send media like images and stickers	Limited to 160 text-based characters per message; can’t send media like videos, GIFs, images, audio, or document files
Cost	Can be free, but business versions of messaging apps may charge per message or have monthly subscription fees or setup costs	Charges per text message sent
Scalability	Great for making group chats, but some apps actively discourage mass messaging	Great for mass texting for marketing campaigns, but has limitations on creating group chats

OTT and international communication

Over-the-top technology has transformed international calling in terms of cost, accessibility, and convenience. Here are a few key reasons why consumers are switching to OTT services in favor of traditional telecommunication providers, according to Carritech²⁰:

Lower costs:
Many OTT messaging apps provide similar communication services that telecom providers do, but some offer them for lower costs or even for free.

Convenience:
OTT apps offer more advanced features and tools that make it easier for consumers to interact and share content.

Limitations of pure OTT calls

While OTT apps are being recognized as more convenient communication tools, their main drawback is that they require Internet access. If you don’t have access to the internet or mobile data, you won’t be able to send messages or make calls on OTT messaging apps.

On the other hand, traditional messaging offered by telecommunication providers allows you to send messages even without WiFi. This is why pure OTT calling doesn’t always replace traditional telecom, especially in international communication.

The advantages of hybrid solutions

With many consumers opting for OTT services over traditional messaging, some telecom service providers are adapting to this shift by developing their own OTT services. Per Carritech²⁰, this would allow them full control of the service.

Some providers combine internet-based calling with traditional telecom routing to improve reliability:

Rebtel:
Offers flexibility for international calls—connects customers through local phone lines, so you don’t need to rely on an internet connection.

Vonage:
Offers various messaging channels, both traditional and OTT, including SMS, multimedia messaging service (MMS), Facebook Messenger, and WhatsApp.

BOSS Revolution also offers international calling services, allowing users to call any country with clear call quality at affordable rates. As part of the IDT Corporation, BOSS Revolution has telecommunications hubs on three continents and direct connections to phone networks worldwide.

How OTT calling works

As mentioned, over-the-top messaging platforms send data over the internet, meaning users would need to have internet access to send messages. The same technological principle applies to OTT calling. When you make a voice call or a video call on an OTT messaging app, your voice and the live video capture of your side of the call are sent over the Internet in real-time to the person you’re calling.

Per Evam, some messaging apps like Viber, WhatsApp, and Facebook Messenger also offer voice or video call services²¹ over the internet, and users need to use the same app if they want to call each other. For instance, if you want to video call a friend on Facebook Messenger, they would also need to be using Facebook Messenger.

Why OTT is growing so fast

According to Lightcast, the shift from traditional media to OTT started in the early 2000s²², driven by the internet becoming more accessible. For decades, people consumed content through traditional media like TV, radio, and newspapers, but they relied on scheduled broadcasts. For example, if you wanted to catch the latest episode of your favorite show on TV, you had to tune in at a specific time.

Lightcast also notes that companies saw an opportunity to explore a new way of distributing content when broadband internet spread - by 2007²², Netflix had switched to streaming on-demand content, allowing subscribers to watch what they wanted, when they wanted.

Cord-cutting

As streaming became a more enticing way of enjoying content, many consumers started cord-cutting²³, a growing trend wherein cable customers cancel their traditional satellite or cable TV subscriptions in favor of streaming subscription plans. Per Statista²⁴, the number of pay TV households in the U.S. decreased from 84 million in 2019 to around 58 million in 2023, and that the coronavirus (COVID-19) pandemic fast-tracked the cord-cutting trend. Statista also notes that the rising cost of pay TV is the main reason why customers cut the cord.

Demand for personalized content

Research²⁵ published in the Global Media Journal revealed that the consumption of on-demand content has led to a more personalized media experience. With platforms using algorithms to recommend content to users based on their preferences and viewing history, it’s easier for users to discover more content that they might like.

FAQs

What does OTT stand for?

OTT stands for “over-the-top,” referring to how this technology delivers content over the internet, bypassing traditional networks like cable or satellite TV.

How is OTT different from TV?

OTT delivers on-demand content to viewers directly through the internet, so users can watch what they like, when they like. Traditional TV, on the other hand, runs on scheduled broadcasts, so you’d have to tune in at a certain time if you want to catch your favorite show when it airs on its scheduled time slot.

What are OTT apps?

OTT apps send data over the internet to provide various services, from sending messages to streaming programs. Netflix and Hulu are examples of OTT streaming apps, while Telegram and Viber are OTT messaging apps.

Is OTT good or bad?

Many people use OTT services because they can be cheaper and more convenient compared to traditional networks. However, they also have their drawbacks, like needing an internet connection to use apps or requiring other users to be using the same app for instant messaging services.

Is OTT TV legal?

The legality of OTT TV depends on whether the streaming service has acquired the proper licensing rights. If the streaming service has the licensing agreements²⁶ with the studio, production house, or independent creator who legally owns the content they plan to distribute on their platform, then it’s legal.

Conclusion

OTT has changed how people communicate and how they consume content. With broadband network and 5G becoming more accessible, consumers are moving away from traditional messaging and media consumption in favor of the convenience that OTT services provide. Telecom providers are also recognizing this shift, pivoting to expanding their services to include OTT.

If you’re calling internationally, look for solutions that combine OTT convenience with telecom reliability. BOSS Revolution can help you keep in touch with loved ones remotely with quality international calling offered at affordable rates.

Sources: all third party information obtained from applicable website as of March 5, 2026

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