Upward Trend of OTT During COVID-19


Ott Advertising

At Brawn Media, we were an early adopter to programmatic OTT (over-the-top) advertising. We understood the need to be where our customers are and that millennials were the big push for streaming through devices like Roku, Apple TV, Sling TV, smart TVs, and gaming consoles. OTT offers the flexibility of digital ads with that of premium video content at a fraction of traditional buys.

Pre-pandemic, many households had already made the decision to cancel traditional broadcast media and make the switch to a streaming service. The overwhelming reason being the cost savings, they could see by “cutting-the-cord.” Making the switch also allows for viewers to consume their television on their time schedule without the need to DVR or be home to watch their favorite show. Now with OTT and being able to watch your favorite show on your schedule, anytime is primetime. According to CNBC, Roku projected that by 2024, we could potentially see nearly 50% of U.S. households shift away from cable and satellite tv altogether.

With much of New York State and the rest of the country on PAUSE, it left many people suddenly at home with no live sports, new network TV shows or access to the latest blockbusters. Streaming platforms saw a huge spike in viewers as the need for entertainment was at an all-time high. Introduction of shows like “Tiger King“ that became instant cult classics and material for hundreds of memes solidified the popularity of streaming services to help pass the time.

What Is OTT:

OTT stands for “over-the-top” which refers to devices that go “over” cable boxes. OTT gives viewers access to television content through streams via the internet rather than a network broadcast like traditional cable television. OTT publisher examples include: A&E, AMC, HGTV, The CW, Discovery Channel, TLC, Food Network, ESON, MLB Network and NHL.

Benefits of OTT Advertising:

  • Reach audiences whenever they are watching
  • Targeted reach based on demographics like age, geography, interest and buying behaviors
  • Real-time reporting allows for actual views not estimations based on ratings
  • Get premium placements on OTT channels & during “primetime” shows

Though the substantial growth that has come from the COVID-19 shutdown, it’s expected that the consumption habits of viewers will continue to shift toward OTT media. Even as many of us return to work and life as normal, the advantages of instant entertainment remain important among audiences. OTT is giving viewers fresh, new content which is making them spend more and more time on online streaming applications. With this significant shift in viewership, you need to be where your customers will see your message.  A well-rounded strategy should pair a great OTT and online presence with traditional media. By partnering with Brawn Media, be assured that your video message will get in front of the right audience through the right channels.

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