**4. Meaning of over-the-top (OTT) platforms**

Over-the-top can be seen as services that go beyond the conventional or traditional way of disseminating content or sharing ideas. According to [7], it is referred to as services that went "over" the heads of cable providers, specifically streaming services. According to Chris [8], over-the-top (OTT), is referred to devices that go "over" a cable box to give the user access to TV content. These devices make use of the internet to access TV content. With OTT, content is delivered through an internet connection instead of the conventional – through a broadcast provider or television cable.

According to Jeremy [9], "Over-the-top" media services are particularly referred to as any online content provider that delivers streaming media as its only product. It is likened to video-on-demand platforms. It can also be referred to as messaging services, audio streaming services, or internet-based voice. To access the contents on any OTT platform it is essential that the individual must be connected to the internet either locally or mobile network. However, OTT services could be subscription-based or could offer advertising or in-app purchases.

According to Endavo [10], OTT is described as going beyond cable offerings. Contents found on OTT are movies, long and short-form content, and television shows. They are streamed via smartphones, computers, and other devices. Some examples of OTT are Hulu, Amazon, DirecTV Now, Prime Video, FuboTV, Netflix, Sling TV, PlayStation, Vue, Hulu with Live TV, YouTube Premium, MercTV, and

YouTube TV. However, YouTube also doubles as a social video platform that allows consumers or customers to share moments caught on camera.

According to KPMG [11], the OTT market is a place occupied by powerful players such as Netflix, Amazon Prime, and Hulu. And for that reason, small players find it difficult to find their place in that market where contents are what rules and sales. In other, for those players to sustain their customers they must focus on providing creative content, fixing the right price, improving their customer relations activity, and limiting account sharing.
