MVPD and OTT
MVPD – Multi-Channel Video Programming Distributor
MVPD is a service which delivers multiple channels on cable or satellite television. Some of the well-known operators are Comcast, Dish TV, Direct TV, Time Warner Cable, etc. Be it cable TV providers or wire line providers such as Verizon and AT&T, both avail MVPD service to provide content to their subscribers. MVPD has the capability to deliver linear channels at fast speed. Until recently, traditional television was the only source for accessing video content. But rapid expansion in the video ecosystem has led to the emergence of other technologies that have more potential to attract the audience. There is a need for MVPD to understand the changing needs of their viewers and upscale their infrastructure.
This significant transformation in the entertainment industry has resulted in MVPD and digital mediums coming together emerging the new technology known as VMVPD. “V” stands for Virtual. VMVPD is a service which provides live channels on the internet. Viewers can now watch linear television on the internet.
OTT – Over-The-Top
OTT is a service which let users stream online content without having to subscribe for any cable connection. It bypasses the telecommunication broadcasting channels. It’s called Over the Top as it delivers content over the internet. With the growth of the internet and smart devices, OTT providers such as Netflix, Amazon, Hulu, and YouTube have been able to pull the audience especially the millennial. Over the Top services are witnessing massive growth which has certainly impacted the viewership of linear television. With OTT services viewers have the option to watch content as per their interest and availability. OTT providers create their own original content which is high on quality. The idea of any time, anywhere access is being endorsed by most of the households. More than 50% of households in the US and UK have already got their cable connection disconnected and prefer accessing video on demand. Add-on devices like Google chromecast, Amazon fire stick let users with non-smart TV to connect to the internet.
|S.No.||MVPD – Multi-Channel Video Programming Distributor||OTT – Over-The-Top|
|1||MVPD delivers multiple channels on cable or satellite TV.||OTT services deliver content|
|2||Subscription to cable connection or set top box is necessary.||Availability of high speed internet is must for streaming OTT content.|
|3||Usually households avail services from only one of the available cable providers.||Users can subscribe to multiple OTT service providers. A Netflix user can also buy subscription on Amazon Prime.|
|4||Viewers through MVPD services have the luxury to watch live TV.||We haven’t had all the shows live yet but the possibility of watching live on OTT is definitely doable, e.g. IPL match on Hotstar.|
|5||There is a limitation of location; one cannot watch live TV while travelling.||Content can be accessed from anywhere so there is no limitation of location.|
|6||Unlike OTT content, MVPD services are viewed only on television sets.||OTT content can be viewed on multiple devices like laptop, tablet, mobile, television etc.|