Research Information System
in: The Rise of Over-the-Top (OTT) Media and Implications for Media Consumption and Production, Nithin Kalorth, Editor, IGI Global yayınevi, Pennsylvania, pp.76-94, 2024
OTT media platforms (Netflix, Amazon Prime, Disney+Hotstar, etc.) are another logical TV development that transmits content via an Internet connection without the provider's influence or control over the content. The subject is essential because OTT media allows viewers to watch video content uninterruptedly, anywhere, anytime, and on any device, and content owners can build direct audience relationships independent of the video service provider. This chapter aims to understand the changes that developments in OTT media have brought to the marketing and advertising environment compared to traditional media and to draw attention to the increasing importance of advertising content for consumers and publishers. It discusses some of the practical benefits and issues exemplified for consumers and advertisers of this change in the media landscape: (1) the role of data in targeting consumers and the impact of brand image and loyalty gained on OTT platforms as a result of highly focused targeting, and (2) the power of OTT advertising agents to change consumers' behavior and data privacy concerns.