OTT (Over-The-Top)
Over-the-top (OTT) content is video or media streamed directly to viewers online, bypassing cable or satellite TV providers.
What Is Over-The-Top (OTT)?
In digital and social media marketing, Over-The-Top (OTT) refers to media services that deliver video, audio, or other content over the internet, without requiring users to subscribe to traditional cable or satellite TV. Examples include Netflix, Hulu, YouTube, and streaming on connected TV (CTV) devices.
"Brands are increasingly shifting ad spend to OTT platforms like Hulu to reach audiences ditching cable TV."
OTT content can be accessed on smartphones, smart TVs, tablets, and computers, giving marketers new ways to target and engage audiences with personalized ads.
Why Is OTT Important for Social Media Marketing?
Massive Reach – OTT services have global audiences
Targeted Advertising – Data-driven targeting similar to social media ads
High Engagement – Viewers are often more focused and less distracted
Cord-Cutting Trend – Many users are leaving traditional TV for OTT
How Do Marketers Use OTT Platforms?
Video Ads on Streaming Platforms – Pre-roll or mid-roll ads in shows and movies
Branded Content – Sponsored episodes or product placement in OTT series
Audience Retargeting – Combine social and OTT data for more accurate targeting
Cross-Channel Campaigns – Sync social and OTT for multi-platform reach
Where Does the Term Over-The-Top Come From?
The term originated from how content bypasses traditional broadcasters and "goes over the top" of traditional distribution systems to reach viewers directly.
Pro Tip
When planning OTT ad campaigns, combine your social media data with OTT viewership trends for better audience segmentation and ROI tracking.
Related Terms
Connected TV (CTV), Programmatic Advertising, Streaming Media, Digital Video, Cord-Cutting
