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OTT TV > Blog

Over-the-top (OTT) has changed how people watch television, and in some regions is on track to overtake broadcast, cable, and satellite. Look below for the latest news in OTT technology and programming, as well as insights and analysis into where the OTT market is headed.

Blowing the Whistle on Bad Video Quality

The video experience experts at SSIMWAVE compared titles across eight top U.S. streaming services, and the differences in quality were shocking. But what was even more shocking was that none of the services are delivering video at the quality that both subscribers and creatives expect.

The True Cost of Low Advertising Render Rates

On the surface, low render rates would seem to represent an annoying illustration of opportunity cost—the ads (and therefore revenue) that could have been delivered but weren't, typically because a user stops watching in the middle of the stream. However, there are more subtle and meaningful implications of low render rates that publishers need to be aware of.

Overcoming the Top 5 Challenges in Server-Side IP Ad Insertion (SSAI)

In order for streaming services to offer a truly "real TV" experience, they need to match content, ads, and devices, as well as support rapid spikes in traffic, maintain high quality of experience, and more. In short, it all comes down to the manifest manipulator.

All Eyes on VOD Content Migration

The current level of VOD fragmentation is unsustainable in the medium to long term. The increase in the subscription market size is disproportionate to the number of new apps entering the market, so content providers will find themselves competing for a smaller piece of the pie while spending more money on acquiring new customers.

Intelligent Media Quality Assurance Strategies for Modern Streaming Workflows

As OTT overtakes traditional TV viewing, media companies can no longer afford to use the status quo as far as QC and monitoring are concerned. Aggressive strategies for delivering a great QoE are required to increase subscribers and boost monetization. Media companies should carefully choose the right strategies and tools to streamline processes for optimum video quality and viewer experience.

The Future of OTT is Now at Streaming Media East 2022

To provide a snapshot of the OTT universe that goes beyond the numbers-though we'll be reporting some key data points as well-Streaming Media is presenting a dedicated track on "The Future of OTT" at Streaming Media East 2022.

Streaming Goals 2022: Lower Latency, Bigger Audiences, More Ad Revenue

Advances in Low-Latency DASH and HLS will allow for greater scalability and interactivity for better live streaming experiences, while AVOD and FAST viewing continue to grow

2022 Upfronts Preview: Marketers Need to Rethink TV Strategies

Reimagining how the industry buys, sells, and measures TV (and digital) is easier said than done, but there are more than a few places to start for a simple refresh on how to think about TV ad commitments this year.

Peacock and Google TV to Forecast Future of Premium TV and the OTT Experience in Streaming Media East Morning Keynotes

Two can't-miss keynotes will map out streaming's future as it appears to companies poised to bring it to life: Peacock and Google TV.

Combat Connected TV Advertising Wastage Now!

As CTV grows in popularity and programmatic becomes the primary source of ad revenue, problems around measurement and monitoring are only going to become more painful and expensive if action is taken early and robustly. The time to act is now.

A Free Ad-Supported TV (FAST) Shakeout Is Coming. Deploy Your Data to Survive.

As the free ad-supported television (FAST) market gets ever-more crowded, companies that leverage their data in the smartest ways will thrive while others fall by the wayside.

Digital Ad Spend 2022: What to Expect

Advertisers must work with publishers and technologies to make sure viewers receive the ads they want, every single time.

Standardization is Coming to Addressable TV; In the Meantime, Partnerships Are Key

In time, we're going to see standardization come to the addressable TV space, just as it has to the many digital advertising opportunities that came before it. Connecting the dots across screens, regions and inventory types will become easier, as companies continue to partner smartly for enhanced efficiencies and outcomes.

Why HDR Provides the Quality OTT Providers Need to Excel

High dynamic range (HDR) adoption will accelerate significantly over the next two years, and consumers are getting savvier about the video quality that streaming services provide. Successful OTT services need to embrace HDR now.

Hybrid Releases Are the Future of the Movie Industry

Studios should experiment with new technologies, new release strategies, and new advertising techniques. The road to a fully hybrid film release ecosystem is filled with obstacles, but if companies commit to harmony between streaming services and the box office, it's a win for them and their consumers.

Super Bowl Ads: Eccentricity and Local Advertising Can Make Spots Stand Out

The cost and sheer number of ad spots during the Super Bowl can make it difficult for brands to stand out in the crowd. Here's a look at what's worked, from Oreo cookies to Betty White.

Sustainability, Streaming, and the Data Attribution Challenge

"Sustainability" is perhaps the most important buzzword in the streaming industry, but most current efforts to define "green" or "net zero" streaming miss the target.

Know Your Streamers: The Vital Differences Between Live and On-Demand Audiences

As the OTT audience grows, it also becomes more fragmented. Knowing the differences between live and on-demand viewers can help both programmers and marketers make smarter choices.

Demanding Diversity: Why the Media Industry Needs it Now More Than Ever

Looking forward, the media industry will need to create a new "norm" where diversity is key to connecting with all groups and where all people and stories are represented. However, this will need to be done with authenticity. For brand marketers and advertisers looking to grow with the industry, now is the time to re-evaluate core values and prioritize diversity in your creative, content, targeting, and overall strategy.

How Legacy Publishers Should Harness the Power of CTV in 2022

At the end of the day, the goal in having publishers extend their content offerings to the CTV medium is to prime themselves for the future—to continue to grow their audience and diversify their content in a way that will have impact, and resonate. The time to take the leap is now.