OTT has become, for many, the most convenient way of consuming content. All that is required is an internet-enabled device, and anyone can simply tune in to their favorite content. This ease of access has contributed to the surge in OTT viewership and of competing OTT offerings. Platforms looking to stay ahead need to offer a differentiated experience that keeps consumers hooked. One of the strategies for differentiation that providers are increasingly looking towards is delivering live content via OTT. As people spend more time at home, the appetite for live content has soared, especially for live sports and categories such as news and special events.
Live content, however, has been the last remaining stronghold of traditional linear TV, owing to its reliability in reaching the masses without the scalability and latency concerns of live streaming. However, advances in cloud-based technologies and streaming formats are bridging this gap. The biggest attraction of live OTT compared to linear TV is the personalized viewing experience and the compelling features that it enables. Providers can easily cater to a larger audience or even a niche segment, run targeted advertising on them, offer pay-per-view content, enable a social viewing experience and even repurpose live streams to be available on-demand. Moreover, insights show that viewers spend more time watching live content than VOD, widening the prospects of ad-based monetization.