Over-the-top (OTT) service providers
are companies such as Netflix, Amazon Prime Video, Hulu, Disney+, HBO Max,
YouTube TV, WhatsApp, WeChat and Skype that deliver video, audio, and other
media content over the internet, bypassing traditional cable or broadcast
television providers. These services allow consumers to access on-demand
video and audio content, such as movies, TV shows, and music, on various
devices, including smartphones, tablets, computers, and smart TVs. They
have disrupted traditional cable and broadcast television providers by
offering greater convenience and more personalized and customizable options
for consumers.
Streaming services are OTT video services that offer
on-demand access to movies, TV shows, and other video content. They
typically charge a monthly subscription fee and offer a library of content
that users can access at any time.
OTT service providers obtain audience information through
internet protocols (TCP/IP). When users connect with the media server,
details such as IP address and device information, location, browser
details and so on are saved and maintained in the server’s log. These
playback session details provide for a rich source of data to track
audiences and understand viewer behaviour and engagement.
IP address-based information has the drawbacks discussed in the Section
Server Logs — Drawbacks of Chapter Web Analytics, Volume III. For
greater accuracy, OTT services use tracking codes and/or require their
customers to log-in when they connect with their service.
Tracking Codes are embedded in the video player and allow
the service to track when a user starts watching a video, when they pause
or stop watching, and how much of the video they watch.
OTT services use content recognition technologies to
identify the specific show or movie a user is watching. This allows the
service provider to track the popularity of specific content and make
recommendations based on viewing habits.
To access content, users are typically required users to
create accounts and log-in to access their content. This allows the service
provider to track individual viewing behaviour and engagement over time
with far greater accuracy than server logs.
