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?

1. Massive Reach – OTT services have global audiences

2. Targeted Advertising – Data-driven targeting similar to social media ads

3. High Engagement – Viewers are often more focused and less distracted

4. 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.