By Mark Hudson, head of business intelligence, TVSquared
Contributor 3 hours ago
By Mark Hudson, head of business intelligence, TVSquared
target=_blank title=Share on LinkedIn class=share-linkedin> By Mark Hudson, head of business intelligence, TVSquared
https://www.tvbeurope.com/features/how-the-rise-of-ott-is-helping-tv-get-into-its-best-ever-shape title=Share via Email class=share-email>
Over-the-top (OTT) services have made their way into almost every living room. In fact, 79 per cent of UK adults - 40 million people - regularly use catch-up platforms to binge on several programmes in one sitting, with 35 per cent doing so weekly.
But while the rise in online streaming has raised questions about the future of linear TV, fears for its survival are unfounded. Instead of sounding the death knell for traditional TV, OTT has created multiple opportunities for broadcasters and brands - from the chance to reach larger audiences to new forms of interactive advertising.
So, let's flip the standard TV versus digital narrative on its head and take a look at how OTT is helping traditional media.
Shifted viewing, bigger impact
As a service that allows audiences to watch content whenever and virtually whenever it suits them, OTT is expanding the reach of linear TV for standard programming and live events.
Late last year, for example, Channel 4's Bake Off attracted a record-breaking 1.1 million catch-up viewers in the week after the initial broadcast, which was watched by an initial audience of 6.5 million. More recently, BBC coverage of the Winter Olympic Games smashed previous figures with content being streamed 22.2 million times. And streaming isn't just a UK trend: in Australia, 87 per cent of viewers use OTT services, while 50 per cent of households in the US watch OTT content via their connected TV. From the broadcaster perspective, OTT options are clearly reinforcing the impact of TV, not replacing it.
And there are plenty of advantages for marketers too. Aside from the chance to boost exposure by purchasing ad slots within catch-up shows, OTT platforms offer increased possibilities to collect data about the activity of logged-in viewers.
Windows of data opportunity
By collating data about individual habits - such as the type of programmes viewers access and when - broadcasters can offer advertising options that allow brands to align messages with unique interests and utilise interactive formats. Both of these elements increase the likelihood of additional brand awareness driven by engaged viewers - especially the 56 per cent who discuss programmes with co-viewers and via social media.
Plus, marketers can leverage ratings information to gauge what is really considered unmissable TV - the most viewed programmes on catch-up services - and use it as a baseline for consistent audience engagement, and smarter media buying.
Getting creative to access the power of OTT
Although many of these OTT platforms opt for a subscription on-demand (SVoD) setup, this TV opportunity provides limited inventory options for brands. That's not to say brands can't still utilise the power of these platforms by taking something from traditional TV practices: product placement.
In some ways, this placement - when properly and creatively executed - can increase the impact of the brand for the consumer. A classic example is Reese's Pieces - the brand experienced a 65 per cent increase in sales after its placement in E.T. The Extra-Terrestrial. And this option doesn't just offer a paid endorsement, but carefully considered placements will add to the reality' of the brand. When used in conjunction with ad campaigns, the power of TV's recall, recognition, and reach can be fully exploited. And the best thing? It's evergreen - a permanent ad placement in content.
The bigger picture
Greater OTT usage has inevitably meant increased competition, with broadcasters battling the likes of FANG (Facebook, Amazon, Netflix, and Google) for audience attention. As marketers and broadcasters seek to outshine competitors by raising programming and advertising standards, viewer experiences will improve - and so, in turn, will engagement.
It's also worth noting that production spend at subscription-based companies is far from sustainable. Netflix, for example, splashed out an impressive £97 million on The Crown alone, while the BBC created 18 different series for the same amount, and let's not forget the final season of Game of Thrones - the final six episodes will cost a staggering $15 million each. In the long run, winning audience favour will come down to variety - the platforms that offer the greatest range of innovative content. And with regular' TV exceeding the output of subscription giants, it's looking like linear broadcasters will be the victors.
One true pairing
Those who proclaimed TV is dead couldn't have been more wrong - between 2016 and 2017, the average linear viewing time only reduced by two minutes a day; and by 2022, the humble TV is still expected to take pride of place in 90 per cent of homes - whether this is for linear TV viewing or digital streaming via a bigger screen.
Working in partnership, OTT and linear are also driving exciting new prospects for the TV landscape - particularly when it comes to advertising. A huge £115 million worth of advertising was viewed on OTT platforms during 2017, with this figure predicted to grow to £220 million by 2020. Now is the time for broadcasters and advertisers to recognise the benefits of each platform and how they can work in harmony to maintain interest in the living room box - and make TV a more powerful medium than ever.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
By Mark Hudson, head of business intelligence, TVSquared
