OTT Platform Trends

Important OTT Platform Trends to Watch in 2024

The explosion of OTT platforms continues to grow, with the number of available services increasing by 40% in just one year. To stay ahead of the curve and maintain an edge over competitors, marketers need to keep track of what OTT Platform Trends are emerging now to stay on top in 2024.

We’ve compiled a list of three significant trends to watch out for that are emerging now:

  1. Interactive advertising
  2. Data-driven marketing
  3. Virtual reality content/interactivity.

These three areas will be among the most significant developments in OTTs over the next five years, but you’ll want to start planning early because these innovations are coming fast!

With over half of U.S consumers cutting their spending on TV, it is clear that people are moving towards online video sources for entertainment needs and preferences. In 2024, we can expect many new OTT platforms to emerge as competition heats up between established players in this market space like Netflix or Amazon Prime Video, which have already begun investing heavily into original programming efforts to capture consumer attention.

In 2024, several trends should be on your radar if you’re looking for an OTT platform. For starters, the most important trend may very well be just how much data users consume and what they do with it once there is a massive topic in itself!

The future of adtech is all about machine learning and automation. Marketers will increasingly use AI-powered technologies to decide which ads deserve premium pricing or how often an advertisement should run for it. They will be most effective with customers’ attention spans these days!

Major changes are happening in the Over-The-Top (OTT) streaming industry. To stay ahead, you must know what trends will be shaping this space for years to come!

  1. Interesteless Payment Systems – One major shift has been interest-free payments systems which allow users access without any strings attached
  2. no payment details required or history of transactions recorded on their accounts
  3. Self Hosted Solutions/Cloud Construction Kit Platforms
  4. Unlicensed Content Industry
  5. Advertiser Friendly Strategies

In 2024, several significant trends will continue to shape the channel. AI and voice technologies have already impacted this market, with 85% of marketers using them for customer engagement efforts in some capacity today.

The world of television continues to evolve, and it’s not just the TV networks that are changing.

New platforms for OTT (over-the-top) content delivery such as Netflix have been giving viewers more choice than ever regarding how they want their favorite shows watched – from streaming video on demand either at home or abroad when traveling abroad using international cell phone plans.

These changes present brands an opportunity: by releasing content via these new channels, you can reach customers who otherwise would never watch ads because there were no other options available!

As the number of OTT platforms continues to grow, marketers must be able and willing to take advantage of these trends for their business or brand message to reach its maximum potential. With so many options at one’s fingertips from live streaming video clips and social media channels such as Instagram Stories with 15 seconds worth during prime time viewing hours; there has never been a better time than now!

  • The proliferation of 5G networks will lead to a rapid increase in the number of OTT subscriptions
  • More consumers are expected to turn to OTT services for their video content, which will result in more competition between providers
  • With this increased competition, there is likely to be an emphasis on original content that can attract subscribers and keep them coming back for more
  • OTT providers will become more like traditional media companies
  • Netflix and Amazon Prime Video will continue to dominate the market
  • More partnerships between streaming services and cable networks for content bundling
  • Increased focus on original programming from major players in the industry, such as Apple and Disney-owned Hulu
  • Increasing number of niche streaming services catering to specific demographics (e.g., sports)
  • The number of OTT subscriptions will continue to grow
  • More people will subscribe to multiple platforms instead of just one
  • Platforms that offer a variety of content types and genres will be the most successful in 2024
  • Live streaming video is set to take off in 2024 as more consumers turn away from linear TV shows
  • Smartphones will be the most popular OTT platform
  • Streaming services such as Netflix, Hulu, and Amazon Prime Video will continue to dominate the market
  • TV providers like Comcast and Charter Communications will be challenged by cord-cutting viewers who prefer streaming services that offer a wider variety of content at lower prices
  • The number of people watching video on their mobile devices is expected to outpace those using laptops or desktops in 2020
  • Wireless carriers like Verizon and AT&T are investing heavily in digital media offerings
  • The rise of video-enabled devices
  • Online TV becoming the norm
  • OTT providers integrating more with social media, such as Facebook and Twitter
  • More ad revenue for streaming services like Netflix and Hulu
  • Streaming providers partnering with content creators to produce original content
  • The development of new forms of content, including live-streaming and interactive TV
  • A shift away from linear viewing to on-demand viewing
  • Discovery will be more personalized than ever before, with social media playing a crucial role in decision making for what to watch next
  • More aggressive advertising, especially around sports events
  • More on-demand content
  • Live sports events available on OTT platforms
  • Integration of social media into programming
  • Increased focus on children’s programming and education
  • Increased use of VR/AR for games, movies, and other entertainment purposes
  • Streaming will become more affordable for viewers
  • More people will be using their mobile devices to watch content on the go
  • Content creators are going to need to find new ways of monetizing their work without ads, subscriptions, or sponsorships
  • The way that content is being consumed will change- instead of watching a show at 9 pm on Monday, people might watch it at 2 am on Tuesday
  • Increased use of virtual reality and augmented reality
  • More live streaming and instant-recording capabilities
  • Integration with other platforms such as Facebook, Twitter, and Instagram
  • Improved video quality to compete with TV channels
  • The majority of OTT content will be consumed on mobile devices
  • Increasingly, viewers will expect to be able to stream live sports events for free
  • Platforms are increasingly investing in original programming that is exclusive to their service rather than licensing it from other providers
  • Streaming services are starting to offer TV channels and just movies and shows.
  • More OTT platforms will offer free ad-supported content
  • Platforms will continue to focus on niche audiences with targeted content
  • Mobile video viewing will surpass desktop in 2024, with the majority of mobile viewers accessing services via their smartphone
  • Interactivity and engagement are becoming more important for OTT platforms as they compete for attention against other media channels
  • OTT platforms will be more integrated into the TV experience
  • Streaming services will continue to grow in popularity, with some branching out to include other content categories, such as sports and news
  • Several new players are expected to enter the market for streaming services- including tech giants like Apple and Google – which is likely to lead to increased competition
  • The rise of personalization is also anticipated- this includes personalized recommendations based on a viewer’s preferences and viewing history
  • Increased demand for live sports streaming as the popularity of e-sports continues to grow
  • More direct-to-consumer offerings from OTT providers, such as Netflix’s “Netflix Originals” and HBO Now
  • Growth in original content production by international markets like India and China
  • The number of OTT services will continue to grow in 2024
  • Streaming devices will be integrated into more households
  • Video-based social media networks will become a norm for communication and entertainment
  • Advertisers will realize the full potential of video advertising on OTT platforms
  • The OTT market will reach $180 billion in 2024
  • Video streaming services will account for 66% of all OTT revenue by 2024
  • There will be a rise in the number of cord-cutters and cord-nevers as more people subscribe to video streaming services instead of cable TV
  • Video distribution will become more personalized and contextual to the viewer’s interests
  • Live streaming services will continue to grow in popularity, with new types of live events being created for specific audiences
  • Virtual reality headsets that allow viewers to participate in events as if they were there
  • The number of free OTT services will continue to grow
  • More paid OTT services will be created, though the price point will likely stay at $10 per month
  • Platforms like Netflix and Hulu will come out with new original content that is exclusive to their platform
  • There will be a decline in live sports broadcasts on traditional TV channels and more people opting to watch them through an online streaming service
  • OTT will become the dominant form of entertainment
  • Traditional TV networks will be forced to pivot or die
  • Netflix will continue to dominate, but other platforms like Amazon Prime Video and Hulu are likely to grow in popularity
  • More content providers are expected to launch their original programming for OTT distribution
  • Over-the-top (OTT) platforms will continue to grow in popularity
  • OTT providers will offer more niche content, such as sports and children’s programming.
  • More people will subscribe to multiple OTT services instead of just one
  • There may be a shift from watching live television to streaming content on-demand.
  • Most households with broadband access are expected to have an OTT service by 2024.
  • OTT video will be the dominant form of content in 2024- 90% of all internet traffic will be from online video
  • The average person will have at least two streaming subscriptions by 2024, with a majority being paid for.
  • Brands and media companies will increasingly use data to drive their business decisions.
  • By 2021, households will have more than one billion intelligent TVs worldwide.


As the market for new OTT services continues to grow, content creators and marketers must stay on top of trends to reach their audiences. We can help you do just that with our suite of marketing consulting services like audience research, analytics reports, strategic planning sessions, PR campaigns, social media management and more! Contact us today if any of these topics are relevant to your business needs.

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