Over-the-top (OTT) content delivery refers to the distribution of video, audio, and other media content over the internet, bypassing traditional distribution channels such as cable or satellite television providers. OTT content is delivered directly to consumers through internet-connected devices, such as smartphones, tablets, smart TVs, and computers.

The landscape of media consumption has undergone a profound transformation, highlighting a significant oversight by traditional media owners in their approach to Over-The-Top (OTT) content delivery. While these entities have concentrated on refining the “widget” or seeking to modernize content delivery through digital means, they’ve largely missed recognizing the emergence of a new, dominant medium of engagement: social platforms. This oversight underscores a critical gap in the industry’s adaptation strategy.

OTT initiatives, when devoid of social integration, fall short of realizing their full potential. Social interaction extends beyond mere chat functionalities; it encompasses community building and identity formation, elements that are pivotal in today’s digital ecosystem. Yet, social platforms often do not perceive themselves as media platforms, despite their significant role in content distribution and consumption.

This disconnect reveals a substantial gap in the market. Traditional media owners’ focus on content delivery improvements, without integrating the communal and identity aspects inherent in social platforms, overlooks the fundamental shift in how audiences engage with content today. The digital age demands a blend of OTT and social functionalities to create meaningful, engaging experiences for users. Addressing this gap presents a formidable opportunity for innovation, calling for a reimagined approach that places community and identity at the heart of content consumption.


Anice Hassim