The Evolution of Over The Top (OTT): Standardization, Key Players and Challenges

  • Suman Pandey Kangwon National University, Chuncheon, South Korea
  • Mi Jung Choi Kangwon National University, Chuncheon, South Korea
  • Soyoung Park Konkuk University, Seoul, South Korea
Keywords: Smart TV, OTT, ISP, Future Interent


OTT users has gained momentum through the evolution of low cost smart TV and other consumer electronic, open nature of Internet, and ever growing contents. Among consumer electronics, Smart TV with Web 2.0 features integration has given OTT service a wider range of audience through bigger screen. This has replaced broadcast TV, cable TV and IPTV models. Motivated by this scenario of OTT services we studied standardization activities of different key players including Content Providers (CP), Cloud/Content Distribution Network (CDN), Consumer Electronics (CE) and Internet Service Provider (ISPs) in TV market space. We have summarized several key challenges for OTT services from ISPs point of view for ex, single sign on for multiple OTT, scalability, heavy tail content availability, live TV etc. We also analyzed the suitability of the next-generation Internet architectures; in particular, Content-Centric Networking (CCN), Open Cache and Multicast Adaptive Bitrate (mABR) for OTT service delivery from ISP point of view.


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How to Cite
Pandey, S., Choi, M., & Park, S. (2019). The Evolution of Over The Top (OTT): Standardization, Key Players and Challenges. Majlesi Journal of Electrical Engineering, 13(4), 81-87. Retrieved from