What is Over-the-Top (OTT) Content

Given the continuous transformation of the video consumption across multiple devices, this chapter has the main goal of characterizing the viewer behaviors at home, including the motivations for specific interactive television (iTV) features. An online survey was conducted with the aim of clarifying if the consumption patterns at home are contributing to the demand for unification services that combine videos from internet sources with TV content. The results highlight some insights regarding the preferred devices depending on age and the content source, as well as limitations and valued features to be considered in the development of future unification and personalization services. The results from this study are useful, not only to understand the dynamics of audiovisual consumption regarding the “future of television,” but can also be applied to foster product-oriented projects based on the synergies between behavioral factors, technological innovations, and industry trends regarding audiences' needs and UX.