What Is an OTT Media Service (and Do You Need One)?

Online entertainment consumption is at an all-time high. Last year, the most-streamed show on Netflix clocked in at 812 million views — and that was just for the first half of the year! With there being over 200 streaming platforms to choose from and an average of 4.5 hours spent on our phones, I think it’s safe to say that we spend a lot of time consuming media.

If you’re a creator, marketer, (or both), you’ve likely heard the acronym OTT. But what is OTT, and what the heck does it have to do with you?

What does OTT stand for in media?

OTT stands for "over-the-top" and refers to the wide range of media platforms that consumers view every single day on their smartphones, computers, smart TVs — even gaming consoles. OTT includes everything from subscription video-on-demand (SVOD) platforms like Disney+ and Max, to free and ad-supported alternatives like YouTube.

More specifically, OTT platforms are all about creating and offering a catalog of videos. Think: “videos as products.” OTT platforms are about merchandising video catalogs, on-demand training libraries, and more.

In addition to providing scripted content, many of these OTT media platforms offer live streaming, with monetization platforms like Twitch and Kick laser-focusing on gaming. Plus, there are a host of e-learning transactional video-on-demand (TVOD) sites like BBC Maestro, where audiences — both hobbyists and professionals alike — can grow in a specific field of interest.

Check out our article on VOD for a deeper dive into video-on-demand platforms.

OTT platforms have paved the way for content creators to build robust video catalogs and reach their audiences in meaningful, engaging ways. No, not everyone can be a Hulu or a Peacock. But with the advent of OTT services for solopreneurs and small teams, you don’t have to.

Who are the big names in the OTT video industry?

You may already be familiar with some of the big names in the OTT video industry — Netflix, Hulu, etc. But OTT platforms don’t begin and end just with entertainment names. More creators and companies see the value in video, so OTT platforms have expanded to include social and white-label solutions.

Let us break down and introduce you to some of the OTT video industry's biggest names, familiar and unfamiliar. 

Entertainment 

Move aside cable TV. We’ll start with the category you likely know best — entertainment. Here are a few of the top OTT names in entertainment.

Netflix

With one of the most diverse content libraries out there, Netflix is one of the biggest OTT platforms in the highly competitive streaming market. In addition to producing original content, their licensing agreements continue to expand — ensuring a steady influx of new and popular content to keep their paid subscribers engaged.

Amazon Prime Video

Part of the Amazon Prime subscription, Amazon Prime Video provides a wide range of movies, TV shows, and original programming. It’s one of the more popular streaming services, given its connection to Amazon.com.

Apple TV+

Apple’s streaming service offers a growing collection of original content, including TV shows, movies, and documentaries. Like Amazon Prime Video, Apple TV+ benefits greatly from its parent, the manufacturer of the iPhone—one of the most popular pieces of tech in the world. The Apple TV+ app comes installed on all new iPhones and iPads (though it does require a paid subscription).

Social

If you’re looking to grow (and convert) your audience on social media, why not use an OTT platform that’s already there? Let’s take a look at a couple big names in social media.

YouTube

The OG. Arguably the most popular OTT platform in the video industry, YouTube makes merchandising video libraries easy for content creators — and makes consuming video easy for audiences. Plus, monetization options empower creators to earn recurring revenue from their livestreams and recorded videos. What makes it a real juggernaut, though, is its YouTube TV offering, including a ton of channels and even NFL Sunday Ticket.

Twitch

The combination of live streaming, community engagement, monetization opportunities, and a diverse content ecosystem makes Twitch a significant platform for creators across various fields. It has become a place where creators can build a loyal audience, express their creativity, and potentially turn their passion into a profession.

White-label

Nix third-party branding and advertisements. With a white-label OTT platform, you can focus on your brand and make your content even more professional. Here are a couple white-label platform names you should know.

Vimeo

Vimeo has built a reputation for hosting high-quality videos, and it has been a preferred platform for filmmakers, artists, and creatives who prioritize video quality. The platform allows users to upload videos in HD and 4K resolution, supporting professional-grade content. There are also advanced analytics and no limit to how much you can upload.

Switcher

Yep — we’re a part of the party too. Switcher allows creators in any niche to create, host, manage, and monetize content. With all the video solution tools creators need in one spot, we make it easy to turn a website into a content channel and earn what you deserve.

Do you need an OTT media service?

In short: yes. We’ve already seen how much media is consumed online (and how much time people spend on their phones). So, if you’re a creator, the real question becomes: How badly do you want to reach your audience?

Here are a few things to keep in mind if you’re unsure about what OTT media services offer:

Exclusivity

Many OTT platforms produce original content that is exclusive to their service. If there are specific shows or movies that audiences want to watch that are only available on a particular platform, subscribing to that service may be necessary. And, for full-time video content creators, paid subscribers are everything.

Trial periods

Many OTT platforms offer free trial periods, and audiences (rightly) take advantage of these trials to explore the content libraries, features, and overall user experience before committing to a subscription.

Cost-effectiveness

Many viewers will be evaluating the cost of OTT subscriptions compared to traditional cable or satellite TV services. Depending on viewing habits, an OTT service is likely going to be a cost-effective alternative for most. Especially since they're choosing specific platforms (and content) based on their preferences.

Live streaming 

Live selling, gaming, expert AMAs (ask me anything), and so much more: Live streaming is a big component of OTT. Audiences love watching creators in real-time, and sometimes the content demands live streaming. (Think religious services and e-learning instructors.)

Community

Many OTT platforms offer what cable TV never could: an opportunity for audiences to connect with their favorite creators. There’s also no shortage of ​​social features, which allow users to discuss and share content with their community.

Watch anywhere

This is the biggest differentiator between OTT platforms and traditional live TV. Most (if not all) OTT services are designed to be accessible across a range of devices, like your phone, tablet, smart TV, and — well, you get the picture.

How can Switcher help creators?

Being an OTT platform option, you may be wondering: How exactly can Switcher help you? I’m so glad that you asked.

Switcher empowers content creators to be able to monetize their video content on their terms. That means uploading playlists of videos on-demand, or live streaming directly to their website.

In other words: Switcher is a simple way for creators to create, then curate a library of video content on any website. And you can do it all with just one subscription.

In other words: Switcher is a simple way for creators to create, then curate a library of video content on any website. And you can do it all with just one subscription.

Meet your audience where they are

Break up with the algorithm and take ownership of your content. Embed collections and stream directly to a webpage or private link. Upload recorded videos, select your offline display — and even turn your website into a library of content by curating video playlists.

Want to expand your brand? Our curation tool has seamless direct integrations with most major platforms like Facebook, YouTube, and Twitch, plus built-in Multistreaming functionality.

Customize the video experience

Host and manage your entire video library in one place: Upload, stream, share, and showcase your content. Arrange your videos in standalone collections or give access to all your content on a Netflix-like page. Not to mention you can fully customize every aspect of the display, so your branding stays consistent and seamless. 

These features allow you to not only control the ways you want your content to appear on your site but also keep your fans interested and engaged. 

Earn recurring revenue

Amplify your earnings with flexible video subscriptions right on your website. Curate and gate videos and live streams, monetize your content on your terms and earn recurring revenue directly from supporters. 

Don’t just want to sell videos, but also want to sell products? We also offer our Cartr Shopify integration, which allows merchants to access their product collections directly in the Switcher app. 

Ready to give Switcher a try and build your own video content catalog? Sign up for FREE for 14 days and take our features for a spin.