In
broadcasting, over-the-top content is video, audio, and other media content delivered over the Internet without the involvement of a
multiple-system operator (MSO) in the control or distribution of the content. The
Internet service provider (ISP) may be aware of the contents of the IP packets and may be able to block or restrict their transit to end users (unless that internet provider operates within a jurisdiction that requires "
net neutrality"). However, the ISP is not responsible for the viewing abilities, copyrights, and/or other redistribution of the content from the OTT provider. This model contrasts with the purchasing or rental of video or audio content from an ISP, such as
pay television, video on demand and IPTV. OTT television signals are received over the Internet or through a cell phone network, as opposed to receiving television signals from terrestrial broadcasters, cable networks, or via satellite transmission. The video distributor controls access through an app, a separate OTT dongle, or a box connected to a phone, personal computer, or
smart television set. OTT TV is delivered via the public Internet instead of cable and satellite television, or IPTV, services using exclusive equipment such as
set-top boxes. An ISP simply transports the
Internet Protocol (IP) packets that deliver OTT content to the end-user. Consumers can access OTT content through
Internet-connected devices such as Smart TVs, streaming devices, video game consoles, set-top boxes, desktop and laptop computers, tablets, and smartphones. By mid-2017, 58 percent of US households accessed one OTT service in a given month through a streaming device, game console, or Smart TV; with 84 per cent of advertising revenues originating from OTT channels, exceeding revenues from videos playing in web browsers on desktops and laptops. Technologies like
cloud computing, data analytics, and the
Internet of Things (IoT) are coming together to create a transformational shift in the OTT media landscape. These new developments in technology have the potential to influence the OTT industry's future as customer preferences continue to shift. IoT device integration is opening up new ways for OTT providers to offer immersive and personalized watching experiences, from smart TVs to connected home appliances. OTT platforms are able to curate content and provide personalized suggestions that are catered to individual tastes by utilizing IoT data to obtain deeper insights into user preferences. Cloud computing's scalability and flexibility are enabling OTT companies to adjust to the increasing market demand for streaming and on-demand content. Cloud-based infrastructure makes it possible to scale resources quickly in response to changing viewership patterns, handle data efficiently, and deliver content seamlessly. ==Progress==