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Ever since high-speed Internet connections became commonplace in many homes across the globe, on-demand video content has experienced an explosion in popularity in the best possible way. According to a number of sources, the industry has generated more than $15.5 billion in revenue since January 1 2018, alone. 173.3 million people actively engage with this type of on-demand video content on a daily basis, a number that is growing year-over-year at an incredible rate.

This, in essence, is why OTT (Over The Top) content is so popular. The term describes content that is delivered via an Internet connection as opposed to something like a cable television provider, but the implications are far deeper than that. Short and long-form narrative content, educational videos, how-to videos, product demonstrations, live marketing events – all of this and more, is the type of OTT content that can grow your brand in critical ways that are certainly worth exploring.

The True Power of OTT Content

If 2018 has taught us anything up to this point, it’s that online video is here to stay. IGTV or “Instagram Television” is perhaps the best example of this.

Earlier this year, Instagram launched its own OTT app to enable its users to watch long-form, vertical videos from all of their favorite creators. Not only is it available both in a standalone app and from within the Instagram platform, it’s also incredibly simple to use. IGTV content literally starts playing as soon as the app is accessed. It offers personalized recommendations, subscriptions and more – all in a way that is easy to engage with and even easier for people to enjoy.

Instagram was already an online community of over a billion people across the globe, but even a brand as big as that one can still see the forest for the trees. Audience tastes are changing and content distribution needs to change with them, which is ultimately what OTT content is all about.

So How Can OTT Content Transform Your Business?

It’s long been written that the key ingredients to any successful online marketing campaign are as follows:

  • You need to create timely, relevant and specific content for your audience.
  • You need to create as much of it as you possibly can.
  • You need to deliver that content to your audience in a way that is easy to access, even easier to engage with and in a format that compels them to keep coming back for more.

Therein lies the power of OTT contents: it can help you accomplish all of these, and more, at the same time. By creating something like an explainer video for your products or services, you can help new customers get to know your products, which in turns, allows them to get the most value out of them! But because your videos live in perpetuity on your website and your YouTube channel, they’re always available for future customers to consume! At that point, your content is the best type of salesperson you can have, the one that never has to eat, sleep or take a vacation and who is always making new and meaningful connections with your audience!


But the true power of OTT content comes by way of its natural flexibility. Regardless of how the worlds of video and marketing, in general, continue to change, you’re in a better position than ever to naturally change with it. Depending on the needs of your audience you can open up content in a rental capacity, on a subscription basis, via a one-time purchase model or all of the above – all the while preserving this secondary income stream at the same time. You can even launch your own OTT branded apps using services like Uscreen, and deliver your content directly to your audience!


All of this goes a long way towards future-proofing your business so that you can continue to thrive, regardless of how the industry evolves over time!

At this point, it should be clear that the future of branding rests within the larger realm of OTT content. There’s nothing we can do to change this – it’s a trend that shows absolutely no signs of reversing, or even slowing down, anytime soon. Therefore, the only thing that we can do is be prepared for it – the massive shift that is far, far closer to reality than a lot of people seem to think it is.

Therefore, if you truly want to guarantee that your brand thrives within the ever-changing landscape of online marketing – and make no mistake, you should – you need to start thinking of new and innovative ways that you can make this type of on-demand content a core part of the experience you offer your customers. Not next year, not next week, not tomorrow. Today.

Because truth be told, OTT content may very well be the most powerful weapon you have when it comes to future-proofing your business in all the ways that you need when you need them the most.

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PJ TaeiPJ TaeiPJ is the founder of Uscreen, a video monetization platform to help you sell any kind of videos online.View all posts by PJ Taei