OTT stands for “Over The Top,” and refers to TV or streaming video content consumed via an internet connection, rather than a cable or satellite provider.
In Q1 2018, 71% of internet users used an OTT service at least once per month. Though “cord cutting” is a reality, 70% of OTT households also have a multichannel subscription, such as a cable provider.

Some assume OTT is killing TV, but in fact studies show OTT correlates with increased interest and awareness in TV channels and entertainment media brands. It’s simply a matter of how media is consumed: According to the Video Advertising Bureau, 81% of OTT viewers say it’s important to watch TV shows whenever they want.