Over-The-Top (OTT) video delivery uses third-party content delivery networks to stream video over the internet. YouTube is a popular free OTT service, and the proliferation of internet-connected devices has increased complex, multi-screen video consumption. As a result, video delivery is shifting from pay TV operators and set-top boxes to content owners and many different devices. For pay TV operators, OTT poses a threat as subscribers may opt for OTT services instead. To remain relevant, pay TV operators should acquire content, ensure high quality of service, expand beyond set-top boxes with OTT apps, and provide a unified subscription for viewing on multiple devices and screens.

1. Project Brief
Prepared by Farhad Gafarzadeh

2. Over-The-Top is a video delivery over unmanaged undedicated third party
CDN.
“YouTube” is the best example of a free OTT service. Nowadays there are a lot
of OTTs in the world.
Proliferation of broadband-connected devices (via Ethernet, Wi-Fi, xG, etc.) is
the main driver of the increased and complex (Multiscreen) consumption of
video.
So video delivery is moving from turf of Pay TV operators and from STB
domain to turf of Content Owners and to Multiscreen devices.

3. For entrenched Pay TV operators OTT may pose the threat of cord-cutting
subscriber i.e. subscriber’s opting for OTT rather than sticking together with
its operator.
Moreover, if Pay TV don’t revamp its position across the value chain, its role
will be boiled down to a pure connectivity provider within it.
Content Network CPE
Broadband Provider

4. So if Pay TV is not burdened with its legacy in the form of installed base of
new STB, recently upgraded delivery networks, and any other commitment
and assets it must payback or tied with, it should seek the possibility to
• Acquire content from linear and non-linear content i.e. programs and
movie titles
• Deploy the best streaming and monitoring tools to ensure high QoS
• Go beyond STB and leverage CE devices with an OTT app
• Provide cool consumer experience through intuitive UI, seamless viewing
across devices, smooth moving of content to different screens

5. Provide a single unified subscription enabling access to video over web-site,
app on smartphones, tablets, smart TVs, and other connected devices.
If there is sufficient demand separate OTT box should be considered to
enable OTT experience over traditional TV sets.