The internet has revolutionized content consumption and communication. Over-the-top (OTT) content, delivered via the internet, is accessible on demand, anytime, anywhere with a connection. The growth is undeniable: Comscore’s 2021 State of OTT report showed 82 million U.S. households watching an average of 100 hours of OTT content monthly. With OTT platform adoption increasing over 20% since January 2020, this booming landscape offers exciting opportunities for advertisers seeking targeted reach beyond traditional TV and radio. This guide explores OTT platforms and their potential for targeted advertising and data-driven optimization.
What is an OTT Platform?
An OTT platform delivers digital content directly to consumers via the internet, bypassing traditional distribution like cable and broadcast. Popular examples include video streaming services like Netflix, Disney+, Amazon Prime Video, Hulu, and YouTube TV. However, OTT isn’t limited to video; it also includes music streaming (Spotify, Apple Music, Amazon Music) and podcasts.
Today’s audiences consume content across various devices: smartphones, smart TVs, tablets, gaming consoles, and computers. OTT platforms cater to this multi-device world, allowing users to choose the device that best suits their needs.
The Growth of OTT and its Impact on Advertising
The increasing popularity of video and audio streaming creates more advertising opportunities on OTT platforms. Combining viewer demographic data with proprietary data enables advertisers to optimize ad spend with unprecedented precision.
OTT Advertising: A Powerful Tool for Marketers
OTT platforms offer compelling advertising opportunities for businesses seeking highly targeted and measurable alternatives to traditional media. With OTT advertising spending projected to exceed $2.3 billion by 2025 (BIA Advisory Services), this space offers brands significant advantages:
- Precise Tracking and Measurement: Unlike traditional TV and radio, OTT advertising allows for granular tracking of user actions. Metrics like website visits, app downloads, and even in-store visits can be measured using third-party attribution services (e.g., Nielsen, Oracle). This data-driven approach empowers marketers to optimize campaigns effectively. Furthermore, most OTT ads are non-skippable, maximizing message delivery.
- Advanced Targeting and Personalization: OTT platforms enable highly personalized ad experiences. Leveraging first-party, second-party, and third-party data (including data from marketplaces like Snowflake Data Marketplace), advertisers can tailor ads to specific audience segments, improving user experience and maximizing ROI. Cross-targeting allows marketers to follow their audience across devices, delivering consistent messaging. Retargeting re-engages users who have previously interacted with the brand.
- Future-Proof Advertising: As data privacy regulations evolve, OTT advertising offers a more robust solution. Because it doesn’t rely on cookies or common identifiers, OTT TV advertising is less vulnerable to the impact of changing privacy laws.

The OTT Streaming Industry: A Booming Landscape
The over-the-top (OTT) streaming industry is experiencing explosive growth, revolutionizing how we consume entertainment. OTT platforms empower both viewers and content creators by offering greater control and flexibility, bypassing the constraints of traditional television networks. This surge in popularity is driven by key trends shaping the dynamic OTT landscape:
- Smart TV & CTV Revolution: Cord-cutting is accelerating the adoption of smart TVs and connected TVs (CTVs) for streaming, making it easier than ever to access on-demand content. This trend is a major driver of OTT growth. (Keywords: Smart TV streaming, CTV streaming, Cord-cutting)
- Market Explosion & Investment: The OTT marketing industry is projected to reach a staggering $1.039 trillion by 2027, signaling massive investment and opportunity. This growth reflects the increasing importance of OTT in the entertainment ecosystem. (Keywords: OTT market size, OTT industry growth, OTT investment)
- Global OTT User Base: As of June 2024, the global OTT video user base has swelled to approximately 3.9 billion, demonstrating the worldwide appeal of streaming services. (Keywords: OTT users, OTT subscribers, Global streaming audience)
- US OTT Dominance: In the United States, OTT viewership is forecast to surpass 250 million in 2024, representing nearly 75% of the population. The US remains a key market for OTT platforms. (Keywords: US OTT market, OTT viewership US, Streaming statistics US)
- User Experience (UX) is Critical: With the proliferation of OTT platforms, a seamless and intuitive user experience is now a critical differentiator. Platforms that prioritize UX are more likely to succeed. (Keywords: OTT UX, Streaming user experience, OTT platform design)
- Advertising Revenue in OTT: Advertising generates over half of all OTT revenue, highlighting the importance of ad-supported models in the streaming landscape. (Keywords: OTT advertising, Streaming ads, OTT revenue models)
- Netflix’s Market Share: Netflix continues to hold a significant portion of the market, commanding nearly a third of all OTT subscriptions in the US. (Keywords: Netflix market share, OTT platform comparison, Streaming service subscriptions)
- Live Streaming’s Growing Niche: While on-demand content dominates, live streaming is a growing segment within OTT, currently accounting for 24% of global consumption.
Capitalize on the Streaming Boom: Choosing the Right Video Platform for Your OTT Strategy
Streaming subscriptions have become a daily habit for a massive 3.9 billion viewers globally. In the United States alone, online video viewership is projected to exceed 250 million by 2025, representing almost 75% of the US population. For content creators and broadcasters looking to capitalize on this vast audience, selecting the optimal online video platform is crucial for a successful OTT strategy.
The sheer scale and potential of the over-the-top (OTT) industry make it an opportune moment to participate. A fundamental initial step involves choosing an OTT platform or video hosting platform to manage, distribute, and monetize your streaming content effectively.
Immergo can Help
Immergo provides a comprehensive suite of tools and solutions designed to empower broadcasters, publishers, and content producers of all sizes to thrive in the ever-evolving media landscape. Their user-friendly INSIGHT platform empowers content creators and distributors to seamlessly manage VOD and Live content, launch OTT platforms, and create FAST channels. Immergo is committed to innovation and delivering exceptional service, making it the ideal partner for media companies seeking to expand their reach and achieve their goals.