OTT is the delivery of TV content via the internet over the standard, closed TV system. Users are not required to subscribe to traditional cable or a satellite provider to watch TV content. Typically, video is delivered in a streaming or video on demand (VOD) format. Popular OTT services include Netflix, Hulu, and Amazon Prime. Mass media and entertainment conglomerates are also launching their own OTT services such as Disney+ and NBC’s Peacock.
The rise of CTV and OTT has led to the phenomenon known as “cord-cutting,” which refers to the growing trend of consumers canceling their traditional cable subscriptions in favor of other streaming or VOD formats.
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