A Project Report

ON
Factors Influencing The Raise of OTT Platforms Over
Traditional Platforms.

In partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

Submitted by
Vikrant Singh Gaharwar
(B/24/230)

Submitted to
Dr. Shikha Agrawal
(Assistant Professor)

School of Management Sciences,

Varanasi
(An Autonomous College)

Affiliated to
(Mahatma Gandhi Kashi Vidyapith, Varanasi )
 DECLARATION

I, Vikrant Singh Gaharwar hereby declare that my report entitled “Factors Influencing the
Raise of OTT Platforms over Traditional Platforms.” is a project work carried out by me
independently. The information presented in the report is correct to the best of my knowledge and
the analysis is as per the norms and guidelines of the report.
I feel extremely exhilarated to have completed this report under the able and inspiring guidance of
Dr. Shikha Agrawal, Assistant Professor. His guidance and timely encouragement has infused
courage in me to complete the work successfully.

I claim this report to be my indigenous work and have not presented it anywhere else for any
purpose.

Vikrant Singh Gaharwar

BBA
Roll no.: (B/24/230)
 ACKNOWLEDGEMENT

The work on this report has been an inspiring, often exciting, something challenging, but always an
interesting experience.

Bearing in mind, I am using this opportunity to express my deepest gratitude and special thanks to
the School of Management Sciences, Varanasi. I express my deepest thanks to Director, Prof. P.N.
Jha, Coordinator: Dr. Chandrashekhar Singh of BBA for providing me the valuable chance for
doing the research purpose.

Last but not the least I apologized for my omission & mistakes, as from my side I prepared it by
my best. I perceive this opportunity as a big milestone in my career development. I will strive to
use gained skills & knowledge in the best possible way, & I will continue to work on their
improvement in order to attain the desired career objectives.

Vikrant Singh Gaharwar

BBA
Roll no.: (B/24/230)
 Table of Content

S. No. Particulars Page No.

1. Introduction 1

2. Literature Review 15

3 Objective 25

3. Research Methodology 26

5. Data Analysis & Interpretation 30

6. Conclusion 65

7. Suggestions & Recommendations 75

4. Limitations 85

8. Annexure 97

9. Bibliography 101
INTRODUCTION
Introduction
Over-the-top (OTT) media is a term used to describe the delivery of content, typically
audio or video, over the internet without the need for a traditional cable or satellite TV
subscription. OTT services typically offer a variety of content, including movies, TV
shows, documentaries, and live sports, and can be accessed on a variety of devices,
including smartphones, tablets, computers, and smart TVs.

Sure! Here's an introduction to OTT platforms:

OTT (Over-The-Top) platforms refer to digital streaming services that deliver audio, video,
and other media content directly to users over the internet. These platforms bypass
traditional cable or satellite TV providers and allow users to access content on-demand,
anytime and anywhere, using internet-connected devices such as smart TVs, smartphones,
tablets, and computers.

OTT platforms have revolutionized the way people consume entertainment and media.
They offer a wide variety of content, including movies, TV shows, documentaries, live
sports events, and original programming. Users can choose what they want to watch from
an extensive catalog, and they have the flexibility to pause, resume, or watch content at
their convenience.
Raise Factor of OTT Platforms
It seems there is a misunderstanding in your question. The phrase "RAISE FACTOR" in the
context of OTT platforms is not a commonly used term, and it is not clear what specific aspect or
factor you are referring to. If you could provide more context or clarify your question, I would be
happy to help answer it. Otherwise, I can provide a general explanation of the factors contributing
to the rise of OTT platforms again. Let me know how I can assist you!

Over-the-top (OTT) platforms have seen a significant rise in popularity and usage in recent years,
largely driven by various factors that distinguish them from traditional platforms. Here are some of
the key factors influencing the rise of OTT platforms over traditional platforms:
Internet Penetration: The increasing global internet penetration and the availability of high-speed
internet connections have enabled widespread access to OTT platforms. Users can stream content
anytime and anywhere, eliminating the need for physical media or fixed broadcasting schedules
associated with traditional platforms.
Convenience and Flexibility: OTT platforms offer on-demand content, giving users the freedom to
watch what they want, when they want. Viewers are no longer bound by broadcast schedules and
can binge-watch entire seasons of shows in one sitting.
Content Variety and Original Programming: OTT platforms invest heavily in creating original and
exclusive content, which has garnered critical acclaim and attracted a large audience. The diverse
range of content appeals to different demographics, offering more choices compared to traditional
platforms.
Personalization and Recommendation Algorithms: OTT platforms use sophisticated
recommendation algorithms that analyse user behaviour and preferences to suggest relevant
content. This personalization enhances the user experience, making it easier for viewers to discover
new shows and movies.
Cost-Effectiveness: Subscription-based OTT services often provide a cost-effective alternative to
traditional cable or satellite TV packages. Users can choose from a range of subscription plans,
including ad-supported and ad-free options, allowing them to customize their viewing experience
according to their budget and preferences.
Multi-Platform Accessibility: OTT platforms are accessible across various devices, such as
smartphones, tablets, smart TVs, and gaming consoles. This multi-platform approach ensures that
users can access their favorite content on the go and on their preferred devices.
Global Reach: OTT platforms are not limited by geographical boundaries in the same way
traditional platforms might be. They can reach a global audience, enabling content creators to tap
into international markets and viewers to access content from different regions.
Interactivity and Engagement: Some OTT platforms incorporate interactive features, such as
comment sections, polls, and social sharing options, allowing users to engage with content and
connect with other viewers. This interactivity fosters a sense of community and can enhance the
overall viewing experience.
Advertisers' Interest: OTT platforms offer targeted advertising opportunities based on user data,
which appeals to advertisers seeking to reach specific audiences. This targeted advertising is often
more effective than traditional broadcast advertising, leading to increased interest from advertisers.
Cord-Cutting Trend: Many viewers are opting to "cut the cord" and cancel traditional cable or
satellite subscriptions in favor of OTT services. This shift in consumer behavior has contributed to
the growth of OTT platforms and the decline of traditional media consumption.
Overall, the combination of technological advancements, consumer preferences, and content
innovations has significantly influenced the rise of OTT platforms, transforming the way people
consume entertainment and media content.
One of the key features of OTT platforms is the ability to provide personalized
recommendations and suggestions based on users' viewing history and preferences. These
platforms often employ algorithms and machine learning to analyze user behavior and
provide curated content suggestions, enhancing the user experience.

OTT platforms have gained immense popularity due to their convenience, flexibility, and
extensive content libraries. They have become a significant part of the entertainment
industry, competing with traditional broadcast television and movie distribution channels.
Many traditional media companies, as well as new players, have launched their own OTT
platforms to reach a broader audience and tap into the growing demand for streaming
services.

The rise of OTT platforms has also contributed to the development of original content, with
many platforms producing their own movies and TV shows. This has led to the emergence
of acclaimed series and films that are exclusive to specific OTT platforms, attracting
subscribers and driving competition in the industry.
Factors Influencing the Decline of Traditional Platforms:
Digital Transformation: The shift from analog to digital technologies has revolutionized the media
landscape. Digital platforms offer more efficient and cost-effective ways of producing, distributing,
and consuming content, which has impacted the relevance and sustainability of traditional
platforms.
Internet and Broadband Penetration: The widespread availability of high-speed internet has
enabled the growth of online streaming services and OTT platforms. As internet access becomes
more prevalent, consumers have increasingly turned to digital content consumption, bypassing
traditional platforms.
On-Demand Viewing: Traditional platforms operate on fixed broadcasting schedules, limiting
viewers' ability to watch content at their convenience. In contrast, OTT platforms provide on-
demand content, allowing users to watch what they want, when they want.
Content Diversity: OTT platforms offer a diverse range of content, including exclusive original
programming, catering to different interests and demographics. Traditional platforms may struggle
to keep up with this level of content variety.
Personalization and Recommendation: OTT platforms utilize advanced recommendation
algorithms to suggest content based on user preferences, enhancing the viewing experience and
engagement. Traditional platforms lack this level of personalization.
Cost and Flexibility: OTT platforms often offer more flexible and cost-effective subscription
models compared to traditional cable or satellite TV packages, providing consumers with more
control over their viewing options and expenses.
Global Reach: While traditional platforms are often constrained by geographical boundaries, OTT
platforms can reach a global audience, tapping into international markets and expanding their user
base.
Interactivity and Engagement: OTT platforms can incorporate interactive features, such as
comments, ratings, and social sharing options, fostering a sense of community and engagement
among users, which may be lacking in traditional platforms.
Advertiser Appeal: OTT platforms offer targeted advertising options, allowing advertisers to reach
specific audiences based on user data. This targeted approach can be more attractive to advertisers
compared to traditional broadcast advertising.
Cord-Cutting Trend: Many consumers are opting to "cut the cord" and cancel traditional cable or
satellite TV subscriptions in favor of OTT services, contributing to the decline of traditional
platforms' audience base.
Overall, the rise of digital technologies, changes in consumer behavior, and the convenience and
flexibility offered by OTT platforms have had a significant impact on the decline of traditional
platforms in the media and entertainment industry.
Overall, OTT platforms have transformed the way we consume media, offering a
convenient and personalized streaming experience that continues to shape the future of
entertainment.
Some of the most popular OTT services include Netflix, Hulu, Amazon Prime Video, and
Disney+. These services offer a variety of features, such as the ability to download content
for offline viewing, create custom profiles, and watch content on multiple devices.

Yes, you're correct! Netflix, Hulu, Amazon Prime Video, and Disney+ are indeed popular
OTT (Over-The-Top) streaming services. These platforms offer a wide range of movies,
TV shows, and original content that can be streamed directly to internet-connected devices
such as smart TVs, smartphones, tablets, and computers. Here's a brief overview of each
service:

1. Netflix: Netflix is one of the most popular OTT streaming services worldwide. It
offers a vast library of movies, TV shows, documentaries, and original content,
including popular series like "Stranger Things," "The Crown," and "Narcos." Netflix
also produces and distributes its own original movies and shows.

2. Hulu: Hulu is an American streaming service that offers a combination of on-

demand content and live TV channels. It features a variety of TV shows, movies,
and original programming. Hulu has partnerships with major TV networks, making
it a go-to platform for watching current seasons of popular TV shows.

3. Amazon Prime Video: Amazon Prime Video is part of the Amazon Prime
subscription package, which includes benefits like free shipping on eligible Amazon
purchases. Prime Video offers a broad selection of movies, TV shows, and original
 content. It also allows users to rent or purchase additional content that may not be
included with the Prime subscription.

4. Disney+: Disney+ is a streaming service from The Walt Disney Company. It focuses
on family-friendly content and includes movies, TV series, and documentaries from
Disney, Pixar, Marvel, Star Wars, and National Geographic. Disney+ has gained
popularity for its original series, such as "The Mandalorian" and "WandaVision."

These services have different pricing structures and regional availability, so it's worth
checking their respective websites for more details on subscriptions and content offerings.

OTT services have become increasingly popular in recent years, as they offer a number of
advantages over traditional cable or satellite TV subscriptions. For example, OTT services
are typically more affordable, offer more content choices, and allow users to watch content
on their own schedule.

As OTT services continue to grow in popularity, they are having a significant impact on the
media landscape. Traditional cable and satellite TV providers are facing increasing
competition from OTT services, and some are even beginning to offer their own OTT
services in an effort to compete.

The growth of OTT services is also having a positive impact on the creation of new
content. With OTT services, content creators have more freedom to produce content that is
not tailored to the needs of traditional TV networks. This has led to the creation of a wide
variety of new and innovative content that is not available on traditional TV.

Overall, the growth of OTT media is a positive development for consumers. OTT services
offer a variety of advantages over traditional cable or satellite TV subscriptions, and they
are helping to create a more diverse and innovative media landscape.
 Here are some of the benefits of OTT media:

 More affordable: OTT services are typically more affordable than traditional cable or
satellite TV subscriptions.
 More content choices: OTT services offer a wider variety of content choices than
traditional cable or satellite TV.
 More convenient: OTT services can be accessed on a variety of devices, and users can
watch content on their own schedule.
 More innovative: OTT services are helping to create a more diverse and innovative media
landscape.

If you are looking for a more affordable, convenient, and innovative way to watch your
favorite movies, TV shows, and live sports, then OTT media is a great option.

Over-the-top (OTT) media is a term used to describe the delivery of content, typically audio or
video, over the internet without the need for a traditional cable or satellite TV subscription. OTT
services typically offer a variety of content, including movies, TV shows, documentaries, and live
sports, and can be accessed on a variety of devices, including smartphones, tablets, computers, and
smart TVs.

Some of the most popular OTT services include Netflix, Hulu, Amazon Prime Video, and
Disney+. These services offer a variety of features, such as the ability to download content for
offline viewing, create custom profiles, and watch content on multiple devices.
Customers

The main implication of a marketing strategy is the orientation toward meeting customer needs
that results in increased customer satisfaction. Once you have identified your target market and the
characteristics of your targeted customers through surveys and market studies, you can focus on
strategies to serve your customers better than your competition. Customer impressions of your
company improve with this focus, and your image in the marketplace becomes more positive. Such
a marketing strategy is designed to gain new customers as you build a more favorable reputation.

Products

A marketing strategy has important implications for product design and promotion. Once you
know what your customers want, you have to ensure that the product features meet their needs or
change the design to add corresponding features. Instead of convincing customers to buy the
product you have, you offer them the product they need and promote the features they want. A
marketing strategy focused on offering products that suit your target market promotes innovation
and improves product quality. The marketing strategy then specifies that you run ads promoting
the innovative nature and high quality of your products.

IV. New Venture Creation in Social Media Platform

Effective use of social media can bring great opportunities for your business, but will require some
thought and planning. Moving with fast-paced developments in online technology can help to
enhance your brand, boost your profile and perhaps even win new business. However you need a
healthy perspective on what your business is able to put into social media, and what's realistic to
expect in return.

New Venture Creation for business

Home computers, laptops, tablets, smartphones, even internet enabled televisions mean people can
easily access the web from anywhere at any time. Faster connections, new devices and new online
applications have all helped to change the way people work, socialise and shop.

It is now easier than ever for businesses to: directly target customers with marketing campaigns
promote new products or services build brand awareness personally interact with existing and
potential customers measure referrals from your social media activity to sales Social media can be
a cheap and effective way of starting a marketing campaign, with a big impact possible from
minimal investment. Your social media strategy should contain a smart mix of engaging content
and a friendly and responsive 'persona' can grow a focused community which is interested in your
product/service/brand and can recommend your business to others.

Social media should be incorporated into public relations (PR) strategy. PR means getting people
to talk and think about your business in a positive way. Social media provides a platform for
customers to talk with each other. How you manage that platform and engage with what your
customers are saying is an important part of your PR strategy.

V. Digital journalism
Digital journalism also known as online journalism is a contemporary form of journalism where
editorial content is distributed via the Internet as opposed to publishing via print or broadcast.
What constitutes 'digital journalism' is debated by scholars. However the primary product of
journalism, which is news and features on current affairs, is presented solely or in combination as
text, audio, video and some interactive forms, and disseminated through digital media platforms.
Fewer barriers to entry, lowered distribution costs, and diverse computer networking technologies
have led to the widespread practice of digital journalism. It has democratized the flow of
information that was previously controlled by traditional media including newspapers, magazines,
radio, and television. A greater degree of creativity can be exercised with digital journalism when
compared to traditional journalism and traditional media. The digital aspect can be central to the
journalistic message or not, and remains within the creative control of the writer, editor, and/or
publisher.

VI. Role of Social Media in News Provision and Participation

Social media

Social media are interactive technologies that allow the creation or sharing/exchange of
information, ideas, career interests, and other forms of expression via virtual communities and
networks.

The rise of the Internet as an influential communication medium has substantially changed the
existing models of information and news consumption. The growing number of available
information channels and sources, as well as greater possibilities for interaction and co-creation
among consumers of information, has fundamentally affected consumption of news. We observe
a number of important trends in this context. First, adverse effects on well-established print and
broadcast mass media have transpired from loss of advertising revenue and the consequent decline
in he quality of their journalistic offerings. Second, new Internet-based media, incorporating
voluntary contributions by broad networks of self-selected participants that report, share and
distribute news (e.g. blogs, political forums, and social networks), have acquired legitimacy. In
addition to co creating news, consumers curate news for their social networks, selecting and
sharing those most worthy of attention, and filtering out irrelevant (or not conforming to their
views) stories and items. These forms of bottom-up news „„prod usage‟‟, where consumers
collaboratively create and curate news stories, offer a novel socially negotiated informational
product that heavily relies on opinions, and substitutes the journalistic ideal of objectivity with that
of balance (or „„multi-perspectivality‟‟).

Third, and as a result, an avalanche of information from the soaring number of (frequently
unverified) sources floods individual media spaces, potentially causing such negative
consequences as information overload, suboptimal knowledge formation, and biased worldview.
In connection with these developments, some writers caution against the so-called „„filter bubble‟‟,
when those attempting to overcome news information overload and to make better sense of the
contemporary events, increasingly rely on information curated by like-minded others populating
their virtual social networks. According to this view, an unintended consequence of such „„social
filtering‟‟ may ultimately undermine civic discourse by confirming our pre-existing views and
limiting our exposure to challenging beliefs.

VII. Social Media in the Audio-visual Business

In a society engaged with smartphones and connected with 5G and fiber-optic internet, there are
few remaining reasons why businesses shouldn't be engaging customers with audiovisual media,
but just being pervasive isn't the reason why. The truth is audiovisual media makes your message
much more engaging and much easier to remember than other forms of communication.
In order to be successful in marketing audio, video or multimedia program material in today‟s
complex marketplace, the seller must be Internet savvy. He or she should be capable of spreading
a targeted story not only about the program being sold, but the production company or band‟s
brand identity as well.

To be successful, any business, band or individual content maker must be able to succinctly
describe the uniqueness of its product and clearly identify the targeted audience for it. Words are
no longer enough. To sell anything today, one also needs the high-level marketing message on
video, the preferred communications medium of the Internet.

In today‟s visual culture, it takes video to promote and sell any kind of audio-visual content. That‟s
because survey after survey have long found that Internet users watch video far more frequently
than they read text. Video is where the eyeballs are.

At the same time, social media, which costs very little to employ, has proven to be one of the most
effective ways to sell file-based products. The combination of video and social media allows
almost anyone to be a player into today‟s media.

Question Bank
Part A
 I. OTT

OTT stands for “Over The Top” and refers to any streaming service that delivers content over the
internet. The service is delivered “over the top” of another platform, hence the moniker.

In previous years, a consumer would take out a cable subscription and their cable TV provider
would be responsible for the supply and availability of programming. In the modern era, users can
sign up for services like Netflix or Spotify and access their offerings over the internet. The cable
provider now only provides the internet connection and has no ability to control what you consume.
This separation has big implications for advertising.

Important of OTT

Because OTT is a relatively new phenomenon, there is a huge amount of growth potential. Lots of
companies are entering the OTT space, leading to a wide variety of options for consumers, and
increasing quantities of ad inventory for marketers. As more people cut the cord and move towards
online-only media consumption, the way to reach these consumers will increasingly be via OTT
services. How marketers can take advantage of these platforms remains, widely, to be seen.
OTT providers

The type of OTT service most users probably interact with most regularly is video OTT. Services
like Netflix, Hulu or Disney+HotStar are video OTT services, which provide users with a number
of programming options, both in terms of a licensed library of TV shows and films, as well as
original programming.

Another major OTT market is audio, with services such as Spotify now almost synonymous with
music streaming. Users can access a massive library of recording artists and podcasts via an
internet connection.

Remember text messages? Most users now use OTT messaging services like WhatsApp, Telegram
or Signal, which allow them to use their internet connection to share information.

Similarly, voice OTT services, like Skype or WhatsApp, are increasingly common instead of
phone calls.

II. Direct to consumers from content originators

Direct-to-consumer (DTC) refers to selling products directly to customers, bypassing any third-
party retailers, wholesalers, or any other middlemen. DTC brands are usually sold online only and
specialize in a specific product category: Casper, Warby Parker, Everlane, Harry‟s, Outdoor
Voices, AWAY, and Dollar Shave Club. Some direct-to-consumer brands have opened a limited
number of physical retail spaces in adjunct to their main e-commerce platform in a clicks-and-
mortar business model.

Today‟s consumers want to find a company that can deliver an excellent and unique experience
that sets them apart from other brands. Marketers are turning to first-party data and data onboarding
as a way to maximize the consumer experience and focus on high-value consumers. Building a
robust first-party data collection process is vital for direct-to-consumer brands so marketers can
focus on delivering messages to the right consumers to maximize their investment in marketing.
In the simplest terms, data onboarding is the process of taking offline data to an online environment
and integrating it with a demand-side platform for digital advertising campaigns.
 III. Internet TV Delivery Platforms

OTT platforms/streaming services have seen outrageous growth in India as well as other parts of
the world over the past few years. They are close to overtaking cable and satellite pay-TV.
According to reports, the video streaming service market size could balloon up to Rs 4,000 crore
by the end of 2025. As of July 2020, India had as many as 29 crores OTT platform users.

IV. Video Streaming Protocols

A protocol is a set of rules governing how data travels from one communicating system to another.
These are layered on top of one another to form a protocol stack. That way, protocols at each layer
can focus on a specific function and cooperate with each other. The lowest layer acts as a
foundation, and each layer above it adds complexity.
The Real Time Streaming Protocol (RTSP) is a network control protocol designed for use in
entertainment and communications systems to control streaming media servers. The protocol is
used for establishing and controlling media sessions between endpoints. Clients of media servers
issue VHS-style commands, such as play, record and pause, to facilitate real-time control of the
media streaming from the server to a client (Video On Demand) or from a client to the server
(Voice Recording).

Online video delivery uses both streaming protocols and HTTP-based protocols. Streaming
protocols like Real-Time Messaging Protocol (RTMP) enable speedy video delivery using
dedicated streaming servers, whereas HTTP-based protocols rely on regular web servers to
optimize the viewing experience and quickly scale. Finally, a handful of emerging HTTP-based
technologies like the Common Media Application Format (CMAF) and Apple‟s Low-Latency
HLS seek to deliver the best of both options to support low-latency streaming at scale.

V. OTT technologies and strategies for broadcasters

Over-the-top (OTT) technology is shifting the way broadcasters distribute content. By bypassing
the constraints of traditional media networks, OTT platforms offer better access to the content
audiences want and allow them to access at their leisure.

OTT broadcasting amplifies the power of media delivery by giving professional broadcasters the
unprecedented ability to interact with live audiences. OTT video on demand also represents a
unique opportunity to reach a growing user segment becoming less interested in traditional media
outlets.

In this post, we are going to cover everything you need to know about OTT broadcasting. We will
start by defining OTT and describing what OTT broadcasting is used for. From there, we‟ll break
down some different types of OTT broadcasting, including live streaming and VOD.

As communications and entertainment needs have gone mobile and social, consumers have
increasingly embraced internet-delivered video for viewing TV shows and movies. If broadcasters
and programmers are to reach this audience, they themselves must embrace a new set of video-
delivery techniques. One of these is over-the-top (OTT) video delivery: digital video programming
via the open internet rather than over the air or through a facilities-based service provider that can
be sent to any connected-consumer electronics device, regardless of location.

Online delivery to so many types of consumer devices means that video programmers must
produce multiple internet-streaming formats that use different types of security and different ways
of inserting ads. This report explains the technical details of the various format and delivery types.
Other considerations include the need for maintaining high video quality despite external factors
and choosing from among multiple architectural approaches to optimize delivery.

Broadcasters and other content producers should keep in mind that content is still king; their
programming represents their primary value to consumers, so OTT is not just an added expense.
Broadcasters should view OTT delivery as both an additional channel of distribution and an added
revenue opportunity for video-programming producers.

Because younger consumers want the delivery and pricing models of OTT, video programmers,
pay-TV operators, and consumer device makers are all racing to enable them. Although
programmers fear new devices and inadequate security, advances in security technologies and the
finalization of OTT technical standards will mitigate these concerns over time.

VI. OTT and multiscreen technologies

The consumer viewing experience has shifted rapidly from a time when the only option was
watching video content on one linear screen, in one fixed place, and at one scheduled time. Today,
content offerings have expanded to multiple screens and are targeted to viewers in many places,
on their schedules and we are barreling towards a world of personalized viewing moments that are
built for one, on any screen, at any time and in any way an individual viewer chooses.

The following five perspectives are important to securing a successful, modern video service:

1.Multi-screen Consumer
2.Multi-platform Framework

3.Personalization

4.Continuous Service Evolution

5.Application Lifecycle

1. The Multiscreen Consumer

Given the new trend that “The first screen is no longer automatically the TV”, device-shifting is
one of the main attributes of the Multi-screen Consumer, who will typically use multiple screens
to consume video throughout the day. While still spending time viewing longer-form content on
bigger screens, many users are consuming the majority of their online video on their mobile device.
Multi-screen behavior is proving to be a real value-add for consumers, even helping to reduce
churn. Therefore, we will see more and more services launching with this capability, making it all
the more important.

2. Multi-platform Framework

Make sure you select software partners that have a proven track record of delivering true multi-
platform solutions. This recommendation is true for both the client-side development, as well as
the video delivery platform.

3. Personalization

Personalization of content today focuses on two broad types: Demographic-based and 1-to-1. In
the former, content is data- or editorial-driven, such as in customized home pages for different
audience segments. Much of the industry‟s focus today, however, is on 1-to-1 personalization,
where content appealing to the individual user is shown and other content is hidden.

4. Continuous Evolution

The rapid technology evolution of the platforms in the OTT space has further applied pressure to
video service providers. End-users of these platforms are used to frequently receiving updates and
refinements to the user experience as well as underlying application optimization. Most service
providers will not have a budget comparative to that of Netflix with its 65 million subscribers, yet
consumers still expect a great and continuously improved user experience during the lifetime of
the service.

5. Application Lifecycle

Once a service provider decides to launch a multi-screen video service, there will soon be
numerous application versions, application profiles, application updates for both native- and web-
enabled devices.

Establishing an Efficient Application Lifecycle requires the service provider to secure a

professional way of handling all application provisioning by using cloud solutions for dynamic
application profiling and thus securing maximum application flexibility with limited costs.

VII. Video Security

A video security system is a surveillance system capable of capturing images and videos that can
be compressed, stored or sent over communication networks. Video surveillance systems can be
used for nearly any environment.

VIII. Ad insertion

Ad insertion is a technology that allows advertisers to swap out ad creatives in linear, live or video-
on-demand, content. Rather than just serving the same ad to each consumer, this makes it possible
for advertisers to actually leverage the deep audience insights that are available through a modern
video ad server, targeting each viewer specifically.

IX. OTT Changing the Movie Business

We‟re living in a time when the conventional methods are shattering whether it is a job, meeting,
or releasing a movie. Before Covid-19, OTT platforms were best known for their catalogues and
producing new series, movies. But, Gulabo Sitabo changed everything as the movie went straight
for an OTT release on Amazon Prime.

The movie was released worldwide (with subtitles) on a single day expanding its reach to
audiences across the globe. In the traditional method, it was not possible to release a small budget
movie to release worldwide because of financial constraints and risks involved with it. But, with
the new methods, a production house can release the movie worldwide with zero risks because
they don‟t have to care about the rate of return as they‟re being paid a fixed amount, irrespective
of the movie‟s performance.

The risk is low

There‟s no denying the fact that box office collections contribute to the entire revenue of a movie
which is about 60-70℅, the rest of the revenue is collected by satellite and music rights. Star-
studded movies produced by big banners have the potential to earn a significant amount of money
from theatres but small budget movies don‟t have that privilege. They work on a high-risk model,
can‟ even speculate the box office collections; it‟s a hit or miss kind of situation.

We continuously read about movies entering the 100 crore club, but we don‟t hear about the great
movies because they can‟t earn from the box office. A low budget movie will always be a high-
risk situation in theatres whereas, on the OTT platforms, the situation is contrary. OTT is changing
the cinema industry, promoting small budget movies and eliminating the risk involved by paying
them a fixed amount of money, which would cover their expenses. The money paid by these
platforms doesn‟t have anything to do with the movie‟s performance on the platform. It might do
well or bad, so now the risk of the production houses has been transferred to the OTT platforms.
But, we must consider the fact that OTT is a niche, and subscribers do prefer a content-oriented
product rather than gibberish and cacophony of mainstream cinema.
 • The demand for high-quality content is increasing every day as the common
person is able to access OTT platforms from their home.
• The OTTs will find newer ways to make advertising profitable as movie watching
becomes more common and cheaper for everyone with a subscription.
• Already, several production houses have a collection of their content
available for platforms like YouTube, but soon they will reach out to other
rising OTT platforms of preference in India including Hotstar, Sony LIV,
Hoichoi, Eros Now and Sun NXT.
• Theatres will soon become an exclusive or luxury experience as audiences can
watch the hot new releases as well as the classics on a combination of OTT and
DTH from the comfort of their own homes at the fraction of the price.
• More movies will hit the popular OTT platforms like Prime Video, Netflix, Disney+
and
Eros Now after their initial release in their theatres.
• Many movies and TV shows will rake more profit on the digital platforms
following the footsteps of Trolls World Tour and some might release exclusively
for OTT platforms like Manhunt, Ghost Stories and Guilty.

Questio
n Bank
Part A

S.No ANSWER ALL THE QUESTIONS CO(BL)

1 What is OTT? 2(1)

2 Summarize Internet TV? 2(2)

3 Explain about Video Streaming? 2(5)

4 List out any five OTT Platform in India? 2(4)

5 Define Ad insertion? 2(1)

6 Explain about Video Security? 2(2)

 I. OTT functions

Edge Computing and CDNs: Content is delivered to devices through CDNs, which act as the cache for the
content. Edge computing uses the power of the cloud and takes computing power close to the end device.
This is the first layer of logic that interacts with devices, and it links the request to the appropriate API
within the services architecture. It also provides the abstraction layer to the mid-tier services.

Load Balancing: This helps the streaming service manage peaks in the load by implementing throttling
mechanisms that reject the extra incoming requests and diverting them to other servers when the traffic
crosses a threshold.

Microservices: The entire backend application is split into hundreds of independent services. These
services implement specific business logic, hence encapsulating one service from another. This enables the
entire service to function without the risk of one flaw bringing the whole application down to its knees.
These services provide functions such as authentication, licensing, playback, artwork, etc.

Encoding and Content Delivery: Every media file is broken into chunks and transcoded into different bit
rates. This is done to provide the best possible quality to different devices at varying bandwidths. Every
media content demands its quality standards. A fast-moving video will require transcoding at a higher
quality than a video, which is relatively slow-moving. Adaptive streaming is used to push the most
appropriate bit rate segment of the video. Local caching is used to serve subscribers. Push fill methodology
is used to load the content in a regional CDN based on the popularity of the content in that region.

II. HTTP adaptive bitrate streaming technology

Adaptive bitrate streaming is a technique used in streaming multimedia over computer networks.
While in the past most video or audio streaming technologies utilized streaming protocols such as RTP
with RTSP, today's adaptive streaming technologies are almost exclusively based on HTTP and designed
to work efficiently over large distributed HTTP networks such as the Internet. It works by detecting a user's
bandwidth and CPU capacity in real time and adjusting the quality of the media stream accordingly. It
requires the use of an encoder which can encode a single source media (video or audio) at multiple bit
rates. The player client switches between streaming the different encodings depending on available
resources. "The result: very little buffering, fast start time and a good experience for both high-end and
low-end connections."

More specifically, adaptive bitrate streaming is a method of video streaming over HTTP where the
source content is encoded at multiple bit rates. Each of the different bit rate streams are segmented into
small multi-second parts. The segment size can vary depending on the particular implementation, but they
are typically between two and ten seconds. First, the client downloads a manifest file that describes the
available stream segments and their respective bit rates. During stream start-up, the client usually requests
the segments from the lowest bit rate stream. If the client finds that the network throughput is greater than
the bit rate of the downloaded segment, then it will request a higher bit rate segment. Later, if the client
finds that the network throughput has deteriorated, it will request a lower bit rate segment. An adaptive
bitrate (ABR) algorithm in the client performs the key function of deciding which bit rate segments to
download, based on the current state of the network. Several types of ABR algorithms are in commercial
use: throughput-based algorithms use the throughput achieved in recent prior downloads for
decision-making (e.g., throughput rule in dash.js), buffer-based algorithms use only the client's current
buffer level (e.g., BOLA in dash.js), and hybrid algorithms combine both types of information.

III. Video codec

A video codec is software or hardware that compresses and decompresses digital video. In the
context of video compression, codec is a portmanteau of encoder and decoder, while a device that
only compresses is typically called an encoder, and one that only decompresses is a decoder.

What Is Video Encoding?

Video encoding refers to the process of converting raw video into a digital format that‟s compatible
with many devices. When it comes to streaming, videos are often compressed from gigabytes of
data down to megabytes of data. Encoding can occur on a digital camera, via a stand-alone
appliance, as part of a computer software, or in a mobile app. Codecs are used to digitally compress
the video.

We offer the Wowza Clearcaster™ live encoding solution which enables production-quality
encoding with unmatched cloud control.

What Is a Codec?

To shrink a video into a more manageable size, content distributors use a video compression
technology called a codec. Codecs allow us to tightly compress a bulky video for delivery and
storage.

Literally „coder-decoder‟ or „compressor-decompressor,‟ codecs apply algorithms to the video and

create a facsimile of it. The video is shrunk down for storage and transmission, and later
decompressed for viewing.

Streaming employs both audio and video codecs. H.264, also known as AVC, is the most common
video codec. AAC is the most common audio codec.
 IV. Multicast IPTV

In computer networking, multicast is group communication where data transmission is addressed

to a group of destination computers simultaneously. Multicast can be one-to-many or many-to-
many distribution. Multicast should not be confused with physical layer point-to-multipoint
communication.

V. OTT TV system requirements

India has roughly 430 million internet subscribers, out of which 21 million have wired broadband
connection, whereas 400 million subscribers have wireless internet access. The wireless internet
users include the ones who use internet on their smartphones, or using dongles and Mi-Fi devices.
And with the rise in internet users, OTT services such as Amazon Prime Video, Netflix and Hotstar
among others have also gained popularity.
 OTT live TV involves the delivery of video content from the video content providers to the
end-users over the internet. Anybody can access the OTT services with a suitable high-speed
connection to the internet. Satellite Television signal will be tuned and received on any standard
DVBS2 transponders and output IP transport stream (TS over UDP). This stream (RTMP, RTSP,
HLS) is sent to the Media server to process video into Adaptive Bitrate Streaming. After producing
video content, a scalable CDN is used to distribute media streaming to everyone, everywhere, on
any device globally.

VI. CONTENT DELIVERY NETWORK

A content delivery network, or content distribution network (CDN), is a geographically distributed
network of proxy servers and their data centers. The goal is to provide high availability and
performance by distributing the service spatially relative to end users.

VII. CDN technologies

Improving website load times - By distributing content closer to website visitors by using a
nearby CDN server (among other optimizations), visitors experience faster page loading times. As
visitors are more inclined to click away from a slow-loading site, a CDN can reduce bounce rates
and increase the amount of time that people spend on the site. In other words, a faster a website
means more visitors will stay and stick around longer.

Reducing bandwidth costs - Bandwidth consumption costs for website hosting is a primary
expense for websites. Through caching and other optimizations, CDNs are able to reduce the
amount of data an origin server must provide, thus reducing hosting costs for website owners.

Increasing content availability and redundancy - Large amounts of traffic or hardware failures
can interrupt normal website function. Thanks to their distributed nature, a CDN can handle more
traffic and withstand hardware failure better than many origin servers.

Improving website security - A CDN may improve security by providing DDoS mitigation,
improvements to security certificates, and other optimizations.

VIII. Private CDN

A private CDN supports high-performance service over a secure infrastructure with dedicated
servers, that ensures high performance at all times for users irrespective of where they are located.
It can help even big OTT service providers to deliver video broadcasts in high quality, with minimal
latency.

IX. Integrity of video streams

In the current era of rapid development of the Internet and big data technologies, the
emergence of cloud computing becomes inevitable. Cloud computing provides large enterprises
with an on-demand solution that enables companies to lease cloud service in the form of
infrastructure or software to conduct tasks, e.g., data management, business expansion and service
provision. Cloud computing also provides individuals with a variety of cloud services. Typically,
cloud provisions of video services have greatly improved the user experience. Video data stored
in the cloud share some common characteristics, e.g., large volume, high redundancy, and fast
real-time requirement. The compressed video data requires functions such as data location
indexing and controllable coding rate. However, cloud computing has been controversial regarding
its security since its inception, and users cannot be guaranteed the security of video data in the
cloud. In other words, tenants cannot fully trust cloud service providers. Firstly, in multitenant
resource sharing environment, tenants normally express concern about their video data which
could be leaked, falsified, and unauthorizedly spread by cloud service providers or other tenants.
Secondly, there is a risk of illegal access because virtual machines cannot be effectively and
securely isolated. Thirdly, data and processes in cloud computing often exist in a distributed
manner; data belonging to multiple parties needs to be shared with assurance of leakage free and
verified integrity. These characteristics of video data determine that video data encryption should
generally meet the following requirements.

Security

Security is the primary requirement for data encryption. It is generally accepted that when
the cost of deciphering the password is greater than that of directly purchasing the video, the
cryptosystem is secure. Since the video data can also be regarded as ordinary binary data,
conventional passwords can be used in video encryption. In addition, the large amount of video
data gives rise to the increased level of difficulty when code-breakers inevitably perform a large
number of decoding operations on the encrypted data. Therefore, some typical and fast encryption
algorithms can be applied to ensuring security.

X. Target audience device

Use cross-device targeting to reach your best customers on any device. With device
targeting, you control when, where and on what device your ads connect with customers based on
what‟s best for your business. Bid adjustments for each device type (PC, Tablet, Mobile) give you
the control you need to effectively manage campaign performance and return on ad spend.

Question Bank
Part A
Part B
 I. Social media optimization

Social media optimization (SMO) is the use of social media networks to manage and grow an
organization's message and online presence. As a digital marketing strategy, social media
optimization can be used to increase awareness of new products and services, connect with
customers, and ameliorate potential damaging news.

II. Origins and implementations

According to technologist Danny Sullivan, the term "social media optimization" was first used and
described by marketer Rohit Bhargava on his marketing blog in August 2006. In the same post,
Bhargava established the five important rules of social media optimization. Bhargava believed that
by following his rules, anyone could influence the levels of traffic and engagement on their site,
increase popularity, and ensure that it ranks highly in search engine results.

The 16 rules of SMO, according to one source, are as follows FOR implementations:

1. Increase your linkability

2. Make tagging and bookmarking easy
3. Reward inbound links
4. Help your content to "travel" via sharing
5. Encourage the mashup, where users are allowed to remix content
6. Be a user resource, even if it doesn't help you (e.g., provide resources and information for
users)
7. Reward helpful and valuable users
8. Participate (join the online conversation)
9. Know how to target your audience
10. Create new, quality content ("web scraping" of existing online content is ignored by good
search engines)
11. Be "real" in the tone and style of the posts
12. Don't forget your roots; be humble
13. Don't be afraid to experiment, innovate, try new things and "stay fresh"
14. Develop an SMO strategy
15. Choose your SMO tactics wisely
16. Make SMO a key part of your marketing process and develop company best practices

III. Tips to optimize social media marketing

7 social media optimization tips for marketing

1. Optimize your strategy

2. Conduct keyword research
3. Optimize your profile
4. Optimize your content
5. Use hashtags
6. Solidify your posting schedule
7. Monitor your campaign

1. Optimize your strategy

A lack of social media strategy has been a roadblock for companies for a while now. Partly
because it‟s still fairly new, and also because social media is always changing. Twenty-eight
percent of brands feel that a lack of strategy is the top barrier keeping them from becoming a
social business. In order to optimize your social media marketing campaigns, you have to have
a strategy with clearly defined goals and objectives.

2. Conduct keyword research

One of the core competencies for SEOs is the ability to do keyword research. Keyword research
is all about identifying the phrases and topics your target audience is searching for, so you can
create relevant content for them. The same thing applies for social media optimization.

3. Optimize your profile

For SEO, optimizing your website is crucial. The content on every page helps search engines
understand what your website is about. So when people are searching for topics relevant to
your site, search engines know to recommend your content. Social media optimization is very
similar. But instead of optimizing your website, you need to optimize your profile.
particular filter, they can use Instagram‟s editing feature, to individually change the contrast,
brightness, structure, warmth, saturation, sharpness, and more.

VII. Twitter marketing

Twitter visitors often visit Twitter out of the motivation to know what is happening in the world
overall or with respect to a particular subject. With hundreds of millions of users and over 500
million Tweets being sent each day, there is a great opportunity for businesses to reach a global
audience of new and existing customers through Twitter.

Conversations on Twitter are just like the face-to-face encounters you have with customers each
day. Compelling content helps you attract new followers and keep them engaged over time,
building awareness of your brand, and asserting yourself or brand as an authority in your industry
or niche.

VIII. LinkedIn marketing

LinkedIn marketing are perfect for reaching clients, contacting providers and for recruiting new
'talent' for your company. Promotion of your products and/or services. LinkedIn Ads make it easy
for you to showcase your products/services to a sector clearly defined as your target market. Track
profile visits.

IX. Google plus marketing

Google+ is Google's own social network, enabling brands to build relationships with prospects,
customers, and other businesses. Similar to other networks, you can share information and images,
promote yourself as an individual and, if used correctly, Google+ can be a powerful social media
marketing tool.

X. Word Press blog creation

WordPress is an open-source content management system (CMS) that makes it easy to create and
manage a website. ... To get started, you log into your dashboard, and from there you can create
new pages, make blog posts, update your website's visual appearance, and more.
Content management system (CMS)

A content management system, often abbreviated as CMS, is software that helps

users create, manage, and modify content on a website without the need for specialized
technical knowledge.

Questi
on
Bank
Part A
S.No ANSWER ALL THE QUESTIONS CO(BL)
1 Outline SMO? 4(4)

2 Illustrate Optimization. 4(3)

3 Sketch the Origins SMO?. 4(3)

4 What is Facebook marketing? 4(1)

5 Explain Instagram marketing? 4(5)

6 Write Short notes on Twitter marketing? 4(1)

7 List out the uses of LinkedIn marketing? 4(4)

8 Define Google Plus marketing? 4(1)

9 Illustrate Word Press blog creation? 4(3)

10 Explain CMS? 4(2)

Part B

S.No ANSWER ALL THE QUESTIONS CO(BL)

1 Sketch the Social media optimization origins and implementations? 4(3)
2 Analyse the Tips to optimize social media marketing? 4(4)
3 Explain how to optimize social media marketing strategy? 4(5)
4 Illustrate Instagram marketing for product promotions? 4(3)
5 Elaborate in details about Facebook marketing? 4(5)
 I. Developing the marketing strategy

Effective marketing starts with a considered, well-informed marketing strategy. A good marketing
strategy helps you define your vision, mission and business goals, and outlines the steps you need
to take to achieve these goals.

Your marketing strategy affects the way you run your entire business, so it should be planned and
developed in consultation with your team. It is a wide-reaching and comprehensive strategic
planning tool that:

• Describes your business and its products and services

• Explains the position and role of your products and services in the market
• Profiles your customers and your competition
• Identifies the marketing tactics you will use
• Allows you to build a marketing plan and measure its effectiveness.

A marketing strategy sets the overall direction and goals for your marketing, and is therefore
different from a marketing plan, which outlines the specific actions you will take to implement
your marketing strategy. Your marketing strategy could be developed for the next few years, while
your marketing plan usually describes tactics to be achieved in the current year.

II. Creating multi-channel Social Media Strategy

1. Create goals for social that solve business challenges.
2. Choose the right social media platforms.
3. Create unique content for social media.
4. Cross-promote your brand.
5. Analyze then optimize your social media strategy.
III. Online advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or
web advertising, is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers.
 IV. Email marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using
email. In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It involves using email to send advertisements, request business, or solicit sales
or donations.

V. Content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience and ultimately to
drive profitable customer action.

VI. Search engine marketing

Search engine marketing is the practice of marketing a business using paid advertisements that
appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of
services such as Google and Bing might enter when looking for certain products or services, which
gives the advertiser the opportunity for their ads to appear alongside results for those search
queries.

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are
small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping
ads) are more visual, product-based advertisements that allow consumers to see important
information at-a-glance, such as price and reviews.

Search engine marketing‟s greatest strength is that it offers advertisers the opportunity to put their
ads in front of motivated customers who are ready to buy at the precise moment they‟re ready to
make a purchase. No other advertising medium can do this, which is why search engine marketing
is so effective and such an amazingly powerful way to grow your business.
 VII. Risk management & assessment

The definition of a risk assessment is a systematic process of identifying hazards and

evaluating any associated risks within a workplace, then implementing reasonable control
measures to remove
What are Over the Top Services?
Let‟s start simple. Over the Top (OTT) services refer to any type of video or
streaming media that provides a viewer access to movies or TV shows by sending
the media directly through the internet. Some of the most popular OTT providers
include Netflix, Amazon Prime Video, and Hulu.

Basically, Over the Top services use an internet connection to play TV shows and
movies. Most OTT providers have their own app, website, or page of some kind
where a user can log in to access the content available with the subscription.

OTT services offer a variety of attractive pros that viewers like yourself may not
know. So, we made a list of the 5 top things you need to know to understand Over
the Top services like a pro.

1. Over the Top Services are HUGELY POPULAR

The first thing that‟s a “need to know” is that OTT services are quickly becoming
one of the most popular ways to consume video media. Of all the OTT service
providers, Netflix is the Big Dog in the arena, and we aren‟t joking when we say
that they are literally changing the way that the world views TV and video.

What does this mean, you ask? For viewers, it means that the possible viewing
platforms are constantly changing and evolving to provide the best possible user
experience. More shows, more availability, and access to your content anywhere
you go sounds like a pretty good deal. (Especially when a Netflix subscription only
costs about $12 a month.)

People all over the world subscribe to Netflix and other service providers to take
advantage of the convenience that OTT has to offer.
Survey data from 2022 showed that 54% of U.S. adults
used Netflix.
To make that number even more impressive, there are 785 million users that
subscribe to an OTT provider (such as Netflix, Hulu, or Amazon Prime Video)
worldwide.

2. OTT Requires an Internet Connection

Before you jump on the bandwagon, you need to know that over the top services
require an internet connection. If you want to have a successful viewing experience
that isn‟t disrupted by constant buffering, we suggest you have at least a 25mbps
stream.

If you‟re not sure of your current connection speed, or if you don‟t know what
connection speed means, read this post.
A 25mbps bandwidth connection typically only supports one over-the-top stream
and one or two smartphones, if the connection is having a good day. The lowest
speed that we offer is 25mbps because we understand that most households like to
stream with two or more devices while perusing the internet, playing games, or
scrolling through Facebook. Doing all of these things simultaneously requires a
faster connection.

3. No. More. Commercials.

Yep. That‟s right. With an OTT stream, you can watch your favorite shows on
Netflix or Amazon Prime Video without commercials. Part of what makes
subscriptions like Netflix so popular is their lack of commercials, saving viewers
from show interruptions and time wasted watching commercials instead of the
actual show.
Cordcutting.com says that Netflix saved each of its subscribers from
160 HOURS of commercials on average in 2017.

Now, before you get too excited, streaming services like Netflix don‟t offer the
recent cable TV shows. Other streaming services like Hulu offer the most recent
episode and season of current cable TV shows. However, these shows still have
commercials unless you purchase the premium subscription.
Unlike traditional cable or IPTV, Hulu typically selects commercials based on your
viewing history, or in some cases allows you to pick the brand for the commercials
that you‟ll view during the show.

4. OTT Doesn't have to be Either-Or

You don‟t need to limit your subscription to only one service provider. Many
households subscribe to Netflix, Hulu, and Amazon Prime together for a few
different reasons.
Because OTT subscriptions are so affordable, users are able to spend the $12 on
Netflix and $8 on Hulu a month and get access to an enormous library of
commercial-free shows and recently-aired cable shows. Users also like to subscribe
to Amazon Prime, which provides access to another huge video library, free two-
day shipping on Prime products, and a plethora of other benefits.
Plus, many households subscribe to one or multiple OTT providers in addition to
their monthly cable plans to have access to huge video libraries and still keep up
with live TV.

5. There are Multiple ways you can Access OTT Services

If you want to add OTT to your home, there are several options to choose from.
Get a Smart TV
A flat screen TV or a smart TV used to be extremely expensive and not affordable
for most households. Now, consumers can easily find 30″ or 40″ Smart TVs for
less than $250. Also, most of the Smart TVs on the market come with Netflix,
Hulu, and Prime Video apps pre-installed.
Get an Add-On Device for Your Current TV
Just purchased a new TV that wasn‟t a smart TV? Don‟t worry. Add-on devices
like Roku, Chromecast Stick or Amazon‟s Fire TV Stick cost around $30 to $50.
These allow users to plug the device into a TV‟s HDMI port and access an “app”
screen on their TV‟s corresponding HDMI channel.

Then, you can log into any of your subscription apps directly on the screen and
access any of your services on your TV.
 Content sellers licensing video assets to Over-The-Top (OTT) video streaming
providers typically receive monthly data with details on how their content is
performing, how much revenue they‟ve earned, and how much they‟ve been
paid by each distributor.

When managed and analyzed effectively, OTT data can deliver immense and
immediate value for content sellers. Content sellers can leverage OTT data
to measure the value of their video content , forecast future demand and revenue
for specific video assets, track content performance across OTT distribution
channels, assess distributor compliance with licensing agreements, and optimize
their content production, marketing, and distribution strategies.

In this ultimate guide to OTT data management, you‟ll find answers to:

 What is OTT data?

 What is OTT metadata?
 What is OTT metadata?
 What are the benefits of data sharing between OTT platforms and content
sellers?
 How can content sellers leverage OTT data to drive content performance
and operational efficiency?
 What OTT data management tools and technologies can help content
sellers?

What is OTT data?

OTT data refers to the data that OTT streaming service providers like Netflix,
Disney, and Amazon generate from their video streaming platforms.

These service providers use this data to enhance the user experience and
optimize revenue generation on their video streaming platforms, but some data
 is also shared with content sellers as a means of reporting on content Streamline
and automate data ingestion and normalization to accelerate time-to-insights,

 Leverage revenue analysis and anomaly detection tools to identify errors, avoid
revenue leakage, and ensure the accuracy of distributor payments with respect
to content licensing agreements,

 Dramatically boost the efficiency of media accounting/finance teams with

ready-made reports, enhanced visibility of cash flow, and strategic insights that
help content sellers avoid costly mistakes,

 Efficiently value content and measure distributor performance to strategically

optimize revenue generation from video assets.

Use your Laptop/Computer/Tablet/Device

If you don‟t want to worry about any of the previously mentioned ways to access your
OTT service, you can pull up the provider‟s website. Using a tablet, laptop, computer,
smart phone, or any other type of electronic computer device, you can watch your
shows directly on that device.
 Literature Review
Over-the-top (OTT) media is a term used to describe the delivery of content, typically audio
or video, over the internet without the need for a traditional cable or satellite TV subscription.
OTT services typically offer a variety of content, including movies, TV shows,
documentaries, and live sports, and can be accessed on a variety of devices, including
smartphones, tablets, computers, and smart TVs.

The growth of OTT media has been driven by a number of factors, including the increasing
availability of high-speed internet, the growing popularity of smartphones and other mobile
devices, and the rising cost of cable and satellite TV subscriptions.

OTT services offer a number of advantages over traditional cable and satellite TV
subscriptions. They are typically more affordable, offer more content choices, and allow
users to watch content on their own schedule. OTT services are also more convenient, as they
can be accessed on a variety of devices and do not require a physical connection to a cable or
satellite box.

The growth of OTT media is having a significant impact on the media landscape. Traditional
cable and satellite TV providers are facing increasing competition from OTT services, and
some are even beginning to offer their own OTT services in an effort to compete. The growth
of OTT media is also having a positive impact on the creation of new content, as content
creators have more freedom to produce content that is not tailored to the needs of traditional
TV networks.

The following are some of the key findings from the literature review on OTT media:

 OTT media is becoming increasingly popular, as it offers a number of advantages over

traditional cable or satellite TV subscriptions.

 OTT services are typically more affordable, offer more content choices, and allow users to
watch content on their own schedule.
 The growth of OTT media is having a significant impact on the media landscape, as
traditional cable and satellite TV providers are facing increasing competition from OTT
services.

 The growth of OTT media is also having a positive impact on the creation of new content, as
content creators have more freedom to produce content that is not tailored to the needs of
traditional TV networks.

Overall, the growth of OTT media is a positive development for consumers. OTT services
offer a variety of advantages over traditional cable or satellite TV subscriptions, and they are
helping to create a more diverse and innovative media landscape.

Here are some of the challenges that OTT media faces:

 Content piracy: OTT services are vulnerable to content piracy, as content can be easily
copied and shared online.

 Regulation: OTT services are subject to a variety of regulations, which can vary from country
to country.

 Competition: OTT services are facing increasing competition from other OTT services, as
well as from traditional cable and satellite TV providers.

Despite these challenges, the growth of OTT media is expected to continue in the coming
years. OTT services offer a number of advantages that appeal to consumers, and they are
helping to create a more diverse and innovative media landscape.

Here are some of the most popular OTT services:

 Netflix

 Hulu

 Amazon Prime Video

 Disney+
 HBO Max

 YouTube TV

 Sling TV

 Philo

 FuboTV

 Peacock

These services offer a variety of content, including movies, TV shows, documentaries, and
live sports. They can be accessed on a variety of devices, including smartphones, tablets,
computers, and smart TVs.

OTT media services are becoming increasingly popular, as they offer a number of advantages
over traditional cable or satellite TV subscriptions. They are typically more affordable, offer
more content choices, and allow users to watch content on their own schedule.

Over-The-Top Platforms OTT or Over-the-Top platforms are audio and video hosting and streaming
services such as Netflix, Amazon Prime Video, Hotstar etc, which started out as content hosting
platforms but soon branched out into the production and release of short movies, feature films,
documentaries and web series themselves These platforms offer a range of content and use Artificial
Intelligence (AI) to suggest users the content they are likely to view based on their past viewership on
the platform. Most OTT platforms generally offer some content for free and charge a monthly
subscription fee for premium content which is generally unavailable elsewhere. OTT Platforms and
India India is currently the world‟s fastest growing OTT (over-the-top streaming) market, and is all
set to emerge as the world‟s sixth-largest by 2024. At present, the OTT platform‟s valuation stands at
35 billion INR, with nearly 500 million internet users, expected to grow at 8% per year. 2/3 In January
2019, eight video streaming services had signed a self-regulatory code that laid down a set of guiding
principles for content on these platforms which prohibited five types of content. This includes:
Content that deliberately and maliciously disrespects the national emblem or national flag. Any visual
or story line that promotes child pornography. Any content that “maliciously” intends to outrage
religious sentiments. Content that “deliberately and maliciously” promotes or encourages terrorism.
Any content that has been banned for exhibition or distribution by law or court. Issues with OTT
Platforms Content regulation: There is no law or autonomous body to monitor and manage the digital
contents provided on these OTT platforms and it is made available to the public at large without any
filter or screening. Unlike television, print or radio which follow guidelines released by governments,
OTT platforms classified as digital media or social media, had little to no regulation on the choice of
content they offered, the subscription rates, certification for adult movies and others. Regulation of
OTT Content In a move that will have a far-reaching impact, the Union government has brought Over
The Top (OTT) platforms, or video streaming service providers such as Netflix, Amazon Prime and
others, under the ambit of the Ministry of Information and Broadcasting. The latest order covers
“Digital/Online Media”, including “films and audio-visual programmes made available by online
content providers” and “news and current affairs content on online platforms”. It will give the
government control over these platforms, which were unregulated till now as there is no law or
autonomous body governing digital content. Online content providers come under the legal
framework of the Information Technology Act 2000 but, unlike print and broadcast media, were not
directly under any Ministry. However, there are no details yet on how the government will regulate it.
But it is learnt that the Programme Code that governs content on TV and which found an outlet in the
Cable Television Network Regulation Act, 1995, may serve as a template to frame rules for online
content. Impact of regulation: The regulation of OTT could also mean that these platforms would
have to apply for certification and approval of the content they wish to stream. This in itself could
give rise to many conflicts as most OTT platforms have content that could otherwise be censored by
the certification boards in India. Way forward 3/3 Digital Awareness: Consumers should be made
aware of the impacts of their streaming and realise if there is really a need to watch these videos
multiple times. Every video viewed consumes energy every time. Rather watching the video with a
group can save energy. Viewers‟ Responsibility: The purpose of creating laws for the OTT content is
to prevent the underage people from watching certain contents. Ensuring on our part that kids in our
home do not access such contents can help fulfill the very purpose.
Objective
 Objective

Over-the-top (OTT) media is a term used to describe the delivery of content, typically audio
or video, over the internet without the need for a traditional cable or satellite TV subscription.
OTT services typically offer a variety of content, including movies, TV shows,
documentaries, and live sports, and can be accessed on a variety of devices, including
smartphones, tablets, computers, and smart TVs.

OTT media is a rapidly growing industry, and it is expected to continue to grow in the
coming years. There are a number of factors driving the growth of OTT media, including the
increasing availability of high-speed internet, the growing popularity of smartphones and
other mobile devices, and the rising cost of cable and satellite TV subscriptions.

OTT media offers a number of advantages over traditional cable and satellite TV
subscriptions. OTT services are typically more affordable, offer more content choices, and
allow users to watch content on their own schedule. OTT services are also more convenient,
as they can be accessed on a variety of devices and do not require a physical connection to a
cable or satellite box.

The growth of OTT media is having a significant impact on the media landscape. Traditional
cable and satellite TV providers are facing increasing competition from OTT services, and
some are even beginning to offer their own OTT services in an effort to compete. The growth
of OTT media is also having a positive impact on the creation of new content, as content
creators have more freedom to produce content that is not tailored to the needs of traditional
TV networks.

Here are some of the key objectives of OTT media:

 To provide consumers with a more affordable and convenient way to watch their favorite
content.

 To offer consumers a wider variety of content choices.

 To allow consumers to watch content on their own schedule.

Data Analysis & Interpretation
Data Analysis & Interpretation
Which medium do you prefer to watch cinemas?*

Responses FREQUENCY PERCENTAGE

Hotstar 10 10
Amazon prime 50 50
Netflix 30 30
Voot 10 10
Total 100 100

120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Hotstar Amazon Netflix Voot Total
prime

Interpretation
Based on the table you provided, the most popular streaming service is Amazon Prime Video,
with 50% of the respondents subscribing to it. Hotstar is the second most popular service,
with 10% of respondents subscribing to it. Netflix and Voot are tied for third place, with 30%
of respondents subscribing to each service.
 How much time you spend at OTT to for watch cinemas?*

Responses FREQUENCY PERCENTAGE

Less than 1hour 5 5
1-2 hour 55 55
2-3 hour 10 10
More than 3 hour 30 30
Total 100 100

120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Less than 1-2 hour 2-3 hour More than Total
1hour 3 hour

Based on the table you provided, 55% of respondents watch TV for 1-2 hours per day, 10%
watch for 2-3 hours per day, 30% watch for more than 3 hours per day, and 5% watch for less
than 1 hour per day.

Here is a more detailed breakdown of the data:

 Less than 1 hour: 5%

 1-2 hours: 55%
 2-3 hours: 10%
 More than 3 hours: 30%
 What is preferred time for watching cinemas*

Responses FREQUENCY PERCENTAGE

Day time 5 5
Evening 40 40
Early night 25 25
Late night 30 30
Total 100 100

120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Day time Evening Early night Late night Total

Based on the table you provided, 5% of respondents watch TV during the daytime, 40%
watch in the evening, 25% watch in the early night, and 30% watch in the late night.

Here is a more detailed breakdown of the data:

 Daytime: 5%
 Evening: 40%
 Early night: 25%
 Late night: 30%
Can you pay for OTT (monthly)?*

Responses FREQUENCY PERCENTAGE

Free 20 20
Less than 500 25 25
Less than 1000 25 25
More than 1000 30 30
Total 100 100
120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Free Less than Less than More than Total
500 1000 1000

Based on the table you provided, 20% of respondents pay nothing for their TV service, 25%
pay less than \$500 per year, 25% pay less than \$1000 per year, and 30% pay more than
\$1000 per year.
 Most preferred language?*

Responses FREQUENCY PERCENTAGE

Hindi 10 10
English 35 35
Bengali 25 25
Telgu 30 30
Total 100 100

FREQUENCY

Hindi
English
Bengali
Telgu
Total

Based on the table you provided, the most popular language watched on TV in India is Hindi,
with 10% of respondents saying they watch TV in this language. English is the second most
popular language, with 35% of respondents saying they watch TV in this language. Bengali is
the third most popular language, with 25% of respondents saying they watch TV in this
language. Telgu is the fourth most popular language, with 30% of respondents saying they
watch TV in this language.

Here is a more detailed breakdown of the data:

 Hindi: 10%
 English: 35%
 Bengali: 25%
 Telgu: 30%
 Did you habit to change watch cinema from television to mobile?*

Responses FREQUENCY PERCENTAGE

Yes 40 40
NO 60 60
Total 100 100

FREQUENCY

Yes
NO
Total

Based on the table you provided, 60% of respondents answered "No" and 40% of respondents
answered "Yes".

Here is a more detailed breakdown of the data:

 Yes: 40%
 No: 60%

The most popular answer to the question "Do you watch TV?" is "No". This is likely due to
the fact that there are a number of other ways to get information and entertainment, such as
the internet, streaming services, and social media.
 Reason for shifting from televison to OTT applications?*

Responses FREQUENCY PERCENTAGE

Smartphone penetration 20 20
International
40 40
collaborations
Digital quality 25 25
Cost effctiveness 15 15
Total 100 100

120
100
80
60
40
20 FREQUENCY
0 PERCENTAGE

Based on the table you provided, the most popular factors that contribute to the success of a
TV show are international collaborations and digital quality, with 40% of respondents saying
each of these factors is important. Smartphone penetration and cost effectiveness are also
important factors, with 20% and 15% of respondents saying each of these factors is
important, respectively.

Here is a more detailed breakdown of the data:

 International collaborations: 40%

 Digital quality: 40%
 Smartphone penetration: 20%
 Cost effectiveness: 15%
What is reason for using OTT applications?

Responses FREQUENCY PERCENTAGE

Entertainment 10 10
Mobility 50 50
Content on demand 25 25
Unique Content 15 15
Total 100 100

120

100

80

60

40 FREQUENCY
20 PERCENTAGE
0

Based on the table you provided, the most popular factors that contribute to the success of a TV show
are mobility and content on demand, with 50% of respondents saying each of these factors is
important. Entertainment and unique content are also important factors, with 10% and 15% of
respondents saying each of these factors is important, respectively.
Did indian television and film industry is changing due to OTT applications uses?

Responses FREQUENCY PERCENTAGE

YES 60 60
NO 40 40
Total 100 100

250

200

150
PERCENTAGE

100 FREQUENCY

50

0
YES NO Total

Based on the table you provided, 60% of respondents said "Yes" and 40% of respondents said
"No" to the question "Do you watch TV?".
Did you see future of OTT applications in India?

Responses FREQUENCY PERCENTAGE

YES 80 80
NO 20 20
Total 100 100

FREQUENCY

YES
NO
Total

Yes, I see a bright future for OTT applications in India. The Indian OTT market is growing
rapidly, and it is expected to reach $5 billion by 2023. This growth is being driven by a
number of factors, including the increasing availability of high-speed internet, the growing
middle class, and the increasing popularity of smartphones.

OTT applications offer a number of advantages over traditional TV channels. They are more
convenient, as users can watch content on demand and on any device. They are also more
affordable, as users do not need to pay for a cable or satellite subscription. Additionally, OTT
applications offer a wider variety of content, including movies, TV shows, web series, and
documentaries.
How do you typically watch movies?

Responses FREQUENCY PERCENTAGE

Cable television 80 80
Online streaming 20 20
Total 100 100

FREQUENCY

Cable television
Online streaming
Total

Based on the table you provided, 80% of respondents said they use cable television and 20%
of respondents said they use online streaming. This suggests that cable television is still the
most popular way to watch TV in India. However, online streaming is growing rapidly, and it
is expected to overtake cable television in the coming years.

There are a number of reasons why cable television is still the most popular way to watch TV
in India. First, cable television is more affordable than online streaming. Second, cable
television offers a wider variety of channels than online streaming. Third, cable television is
more reliable than online streaming.

How would you rate the impact caused by OTT services on your day to day life ?
Responses FREQUENCY PERCENTAGE
Positive impact 10 10
Negative Impact 50 50
No impact at all 40 40
Total 100 100

120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Positive Negative No impact at Total
impact Impact all

Based on the table you provided, 50% of respondents said that OTT services have a negative
impact on their day-to-day life, 10% said that they have a positive impact, and 40% said that
they have no impact at all.

Here is a more detailed breakdown of the data:

Negative impact: 50%

Positive impact: 10%

No impact at all: 40%

As an OTT services consumer how would you classify yourself ?

Responses FREQUENCY PERCENTAGE
Individual private end user 10 10
Commercial end user 50 50
Total 100 100

120

100

80

60 FREQUENCY
PERCENTAGE
40

20

0
Individual private Commercial end Total
end user user

Based on the table you provided, 50% of respondents said that they are commercial end users
of OTT services, while 10% said that they are individual private end users. This suggests that
commercial end users are the primary users of OTT services.

There are a number of reasons why commercial end users might use OTT services. First,
OTT services offer a wide variety of content that can be used for training, education, and
marketing. Second, OTT services are more convenient than traditional TV channels, as users
can watch content on demand and on any device. Third, OTT services are more affordable
than traditional TV channels, as users do not need to pay for a cable or satellite subscription.
Limitation
 Limitation
Over-the-top (OTT) media is a term used to describe the delivery of content,
typically audio or video, over the internet without the need for a traditional cable or
satellite TV subscription. OTT services typically offer a variety of content,
including movies, TV shows, documentaries, and live sports, and can be accessed
on a variety of devices, including smartphones, tablets, computers, and smart TVs.

OTT media is a rapidly growing industry, and it is expected to continue to grow in

the coming years. There are a number of factors driving the growth of OTT media,
including the increasing availability of high-speed internet, the growing popularity
of smartphones and other mobile devices, and the rising cost of cable and satellite
TV subscriptions.

OTT media offers a number of advantages over traditional cable and satellite TV
subscriptions. OTT services are typically more affordable, offer more content
choices, and allow users to watch content on their own schedule. OTT services are
also more convenient, as they can be accessed on a variety of devices and do not
require a physical connection to a cable or satellite box.

However, OTT media also has some limitations. One limitation is that OTT
services can be expensive, especially if you subscribe to multiple services. Another
limitation is that OTT services may not have the same selection of content as
traditional cable or satellite TV providers. Additionally, OTT services may not be
available in all countries or regions.

Despite these limitations, OTT media is a popular option for many people. It offers
a number of advantages over traditional cable or satellite TV subscriptions, and it
is expected to continue to grow in popularity in the coming years.

Here are some of the key limitations of OTT media:

 Cost: OTT services can be expensive, especially if you subscribe to multiple

services.
 Content selection: OTT services may not have the same selection of content as
traditional cable or satellite TV providers.
 Availability: OTT services may not be available in all countries or regions.
 Technical issues: OTT services may be more susceptible to technical issues,
such as buffering or freezing.
 Privacy concerns: OTT services may collect more data about your viewing
habits than traditional cable or satellite TV providers.
 Conclusion
Over-the-top (OTT) media is a rapidly growing industry that is having a significant
impact on the media landscape. OTT services offer a number of advantages over
traditional cable and satellite TV subscriptions, including affordability, convenience,
and a wider variety of content choices. However, OTT media also has some
limitations, such as the potential for technical issues and privacy concerns.

Overall, OTT media is a convenient and affordable way to watch your favorite
content. However, it is important to be aware of the limitations of OTT services before
subscribing.

Here are some of the key conclusions about OTT media:

 OTT media is a rapidly growing industry.

 OTT services offer a number of advantages over traditional cable and satellite TV
subscriptions.

 OTT media has some limitations, such as the potential for technical issues and privacy
concerns.

 OTT media is a convenient and affordable way to watch your favorite content.

If you are looking for a more affordable, convenient, and innovative way to watch
your favorite movies, TV shows, and live sports, then OTT media is a great option.
Questionnaire
Name

Your answer

Email*

Your answer

Gender*

Male
Female
Other

Qualification*

Intermediate
Graduation
Post Graduation
Other

Occupation*

Student
Employed
Business owner
Other
Income*

20000-10000
10000-20000
30000-40000
More than 40000

Which medium do you prefer to watch cinemas?*

Hotstar
Amazon prime
Netflix
Voot
Other

How much time you spend at OTT to for watch cinemas?*

Less than 1hour

1-2 hour
2-3 hour
More than 3 hour

What is preferred time for watching cinemas*

Day time
Evening
Early night
Late night
Can you pay for OTT (monthly)?*

Free
Less than 500
Less than 1000
More than 1000

Most preferred language?*

Hindi
English
Bengali
Telgu
Other

Did you habit to change watch cinema from television to mobile?*

Yes
No

Reason for shifting from televison to OTT applications?*

Smartphone penetration
International collaborations
Digital quality
Cost effctiveness
Uniqueness and creativity

What is reason for using OTT applications?*

Entertainment
Mobility
Content on demand
Unique Content
Did indian television and film industry is changing due to OTT applications
uses?*
Yes
No

Did you see future of OTT applications in india ?*

Yes
No

How do you typically watch movies ?*

Cable television
Online streaming

How would you rate the impact caused by OTT services on your day to day life
?*
Positive impact
Negative Impact
No impact at all

As an OTT services consumer how would you classify yourself ?*

Individual private end user
Commercial end user
 BIBLIOGRAPHY

WEBSITES:
www.google.com
www.scribd.com
www.slideshare.com
www.academiaedu.com
www.flipkart.in
www.amazonindia.com

BOOKS:
Marketing management
Author:- Phillip kotler
Marketing management
Author:- C.B gupta
Publication:- Sultan Chand & Sons - Tb

MAGAZINES AND JOURNALS :

Newspapers and publishers
Compay info. guides
Academics journals