AMPERAGE Marketing & Fundraising

One-Minute MarketerOTT is Steadily Growing

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Consumers' Default Source for TV Viewing and Their Reasons for Choosing That Source

OTT is Steadily Growing

Slowly, but steadily, OTT is taking over as a leading TV content delivery option for advertisers. OTT stands for “Over The Top,” as in over the top of the cable box, bypassing cable and satellite television. It doesn’t mean free, it just means it is delivered via the internet and not through traditional content delivery systems. Basically, OTT is streaming media.

Consumers' Default Source for TV Viewing and Their Reasons for Choosing That Source

Changes in our living habits (Covid) OTT is growing faster and offering more new programming options.

As Americans, we love our TV programs. The time spent with each delivery source is not surprising considering how many “screens” the average household has available. The charts do not show time playing games, only consuming programming.

The Generation Gap in TV Consumption

What is worth noting is it is not about the network, or the service or the media used to deliver the content, it is the person’s “favorite show” that really drives viewers. “Ease” of use and “Live” (mostly sports oriented programming) drive viewership, but that is probably the person’s favorite show as well.

So don’t get too caught up in the delivery method, because those change. What’s important is the show. We had a saying in TV, “People don’t watch networks or stations, they watch shows.” So pick the best shows to reach your audiences if they are on broadcast, cable or OTT.

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.