11 Trends in OTT and CTV to Think About


The Over-The-Top (OTT) and Connected-TV (CTV) industry has experienced rapid growth in recent years, and this trend is expected to continue in 2023 and beyond. OTT and CTV platforms have become the primary source of entertainment for many people, offering a vast library of content, including movies, TV shows, and live events. The ease of use and accessibility of these platforms have made them increasingly popular, and many people are choosing to subscribe to multiple services to access their favorite content.

  1. The growth of programmatic advertising has been a significant factor in the OTT and CTV industry’s success. Programmatic advertising allows for the automated buying and selling of ad space, using data-driven targeting to reach specific audiences. This approach has enabled OTT and CTV platforms to deliver highly personalized advertisements that are relevant to the viewer.
  2. Addressable advertising is another area that is expected to expand in 2023. Addressable advertising allows advertisers to deliver targeted advertisements to specific households, rather than to a broad audience. This allows for more efficient ad spending and higher engagement rates, making it an attractive option for advertisers looking to reach their target audience.
  3. Partnerships between OTT and traditional TV providers are becoming more common, as both sides recognize the benefits of working together. These partnerships can help traditional TV providers reach a wider audience, while also providing OTT platforms with access to additional content. This collaboration can result in a more comprehensive viewing experience for the consumer, as well as a more effective advertising platform for advertisers.
  4. One of the key trends in the OTT and CTV space is a focus on user experience. Providers are looking to improve the viewing experience by offering personalized content recommendations, making it easier for users to find the content they are interested in. They are also looking to enhance the overall viewing experience by incorporating new features, such as the ability to pause and resume playback on multiple devices and the integration of voice control.
  5. Another important trend in the OTT and CTV industry is the growth of original content. Many OTT and CTV platforms have invested heavily in producing original content, which sets them apart from traditional TV providers. This has helped to drive subscribers and increase the value of these platforms, as users come to rely on them as a source of unique and high-quality content.
  6. The rise of 5G networks is another trend that is expected to have a significant impact on the OTT and CTV industry. 5G networks will provide faster download and streaming speeds, making it easier for users to access high-quality content on their devices. This will be particularly beneficial for live events, as it will allow for real-time streaming with minimal lag or buffering.
  7. Another trend in the OTT and CTV industry is the increasing popularity of niche content. Providers are looking to cater to specific audience segments by offering content that appeals to their interests. This includes everything from food and travel shows to sports and lifestyle programming. By providing this type of content, OTT and CTV providers can differentiate themselves from traditional TV providers and attract new subscribers.
  8. Virtual and augmented reality is another area that is expected to play a larger role in the OTT and CTV industry in 2023. This technology has the potential to revolutionize the viewing experience, allowing users to immerse themselves in their favorite shows and movies. It also has the potential to enhance the advertising experience, allowing advertisers to create more engaging and interactive advertisements.
  9. In 2023, marketers will increasingly use lower-funnel performance metrics in their CTV advertising campaigns to maximize ROI and measure success. These metrics will focus on consumer behavior after viewing an ad, such as verified website visits, subscription sign-ups, and app downloads. This is a shift from the traditional focus on top-of-the-funnel metrics, such as cost per completed view and households reached, and is enabled by the unique capabilities of CTV in tracking this data.
  10. The use of artificial intelligence and machine learning is also expected to become more widespread in the OTT and CTV industry. These technologies can be used to improve the personalization and relevance of content recommendations, as well as to improve the overall efficiency of the platform. By using AI and machine learning, platforms can analyze viewer behavior and preferences to provide more accurate recommendations and tailor the viewing experience to each individual user. This can help increase engagement and loyalty, as users are more likely to stick with a platform that consistently provides content that is of interest to them.
  11. Another trend that is expected to continue in the OTT and CTV space is the growth of subscription-based models. As more and more content becomes available through these platforms, consumers are becoming more willing to pay for premium content and services. This has led to a proliferation of new OTT and CTV platforms that offer a wide range of content, from traditional television programming to niche and specialized content.

The OTT and CTV industry is experiencing significant growth and innovation. The rise of programmatic and addressable advertising, partnerships with traditional TV providers, a focus on user experience, original content, 5G networks, niche content, and the integration of virtual and augmented reality, artificial intelligence and machine learning, and subscription-based models are among the key trends driving the growth of this industry. The industry will continue to evolve in 2023 and beyond, as platforms strive to provide a more personalized, seamless, and engaging viewing experience for consumers.

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