2. An OTT channel can reach a wider audience than other platforms
An OTT channel can reach a wider audience than other platforms due to its cross-platform capabilities. By definition, an OTT platform is a delivery method for content that uses the internet instead of traditional cable or satellite TV providers. This means that as long as someone has access to the internet, they can access your content—regardless of whether they have a TV, laptop, desktop computer, or smartphone. This flexibility opens up your potential customer base significantly.
Just to show that in numbers; there are roughly 43 million households in the United States with access to broadband internet but not cable or satellite television. In comparison, the number of TV households in the U.S. is 108 million.
An Over-The-Top (OTT) channel can be more cost-effective than other platforms for a number of reasons. For one, an OTT platform does not require expensive cable or satellite TV equipment like a set-top box. Today we live in a world, where many people cannot or simply do not want to install bulky cables or antennas to receive their favorite programmes.
On average, an OTT subscription usually costs less than a traditional pay-TV service. In 2022 the average cost of cable TV bundle amounted to $78.58 per month on average. On the other hand, popular OTT providers charge between $5-$10 for their service. Now, that’s a factor the client takes into account!
Finally, with an OTT service, viewers can often choose à la carte programming, so the client only pays for the channels or shows they actually want to watch – instead of being forced to buy costly bundles that include many channels they will never tune into.