What is linear TV? A guide to linear TV vs. OTT

The television industry stands at a crossroads as viewing habits evolve. Media companies must decide how to deliver content, reach viewers, and maximize their revenue, while respecting content rights. As media executives explore content delivery options, they need to know: What is linear TV? What is OTT? And what is the difference? Understanding these definitions is the only way to make truly informed decisions about technology investments and audience strategy.

What is linear TV?

Linear TV is traditional television programming that follows a fixed schedule and channels, where content plays at specific times on specific channels. Think of cable, satellite, or broadcast TV where everyone watching a channel sees the same content at the same time – like tuning in for the 8 PM showing of your favorite show.

For many, the true meaning of linear TV lies in the shared viewing experiences it creates for millions. There’s no denying it has shaped how past generations consume media. Key features of linear channel distribution include:

• Pre-scheduled programming delivered on dedicated channels at specific times

• Real-time broadcasting to mass audiences

• Delivery via traditional cable or satellite distribution systems

• Fixed commercial breaks scheduled within programming blocks

• Regional or national distribution through established networks

• Standard programming guides that show upcoming content

• Regulated content standards and practices

Pros of linear television

Linear media has been a broadcasting mainstay for both content providers and viewers, and for good reason. A few advantages include:

• Strong audience habits and viewing patterns built over decades

• High-quality, reliable signal delivery through proven infrastructure

• Broad reach across wide geographic areas without internet requirements

• Well-established advertising model and relationships

• Built-in audience flow from one program to the next

Cons of linear television

While it may be the tried-and-true option, linear content does face several challenges in today's digital world:

• Limited viewer control over when and how to watch content

• High infrastructure costs for maintenance and upgrades

• Fixed advertising with limited targeting options

• Rigid schedules that can't adapt to viewing trends

• Limited ability to gather viewer data and analytics

• Increasing competition from digital platforms

What is OTT (over-the-top)?

OTT (over-the-top) delivers video content directly to viewers through the internet, bypassing traditional TV providers and cable boxes. This includes on-demand services like Netflix, Hulu, and YouTube TV and live streaming options for sports and other live events. With OTT, viewers can watch programming through apps on their phones, computers, or smart TVs. And unlike linear video, they can watch it whenever they want.

The rise of OTT has transformed how media companies think about content delivery. Key features of OTT include:

• Internet-based content delivery that works across multiple devices

• Flexible viewing options that put viewers in control

• Advanced streaming protocols for high-quality, low-latency video delivery

• Sophisticated advertising capabilities

• Cloud-based infrastructure that scales on demand

• Interactive viewing features and customization options

Pros of OTT

OTT platforms benefit audiences and also offer media companies powerful new ways to reach audiences and generate revenue. The technology behind OTT opens doors to innovative content strategies and monetization opportunities previously impossible with linear streaming. The biggest pros of OTT include:

• Lower distribution costs

• Precise audience targeting for higher-value advertising

• Scalable infrastructure that grows with demand

• Flexible content scheduling and programming options

• Detailed viewer analytics and engagement metrics

• Multiple monetization models (subscriptions, ads, hybrid)

Cons of OTT

However, OTT content distribution also presents unique challenges compared to linear channels. When choosing an OTT partner, organizations should consider their solutions to challenges like:

• Complex technical requirements for streaming

• Need for multi-device content optimization

• Content security and piracy concerns

• Higher expectations for user experience

• Bandwidth and storage costs

• Complex rights management across regions

• Need for technical expertise

OTT vs. linear TV: Key differences

Before the internet, no one ever wondered, “What is linear TV?” Television was simply television. Now, the shift from linear TV to OTT is changing the questions we ask – and answering them requires knowing the key differences between OTT and linear TV.

Content delivery

The most traditional meaning of a linear broadcast is a model where content flows through established channels at set times. This one-to-many approach has worked well for decades. However, it lacks flexibility and may no longer fit the needs of your audience.

OTT delivery uses IP networks to stream content directly to viewers. This approach is more efficient and flexible, allowing providers to scale up or down based on demand. IP-based distribution also supports features like multi-bitrate streaming and adaptive quality adjustment.

Viewing control

Linear platforms follow fixed schedules, creating “appointment” viewing experiences. While this model builds viewing habits and delivers predictable audience numbers, it doesn't match modern viewers' desire for flexibility.

OTT platforms put viewers in control, letting them watch content whenever and wherever they choose. This control extends beyond basic play and pause features to include features like multiple audio tracks, subtitle options, and interactive elements.

Advertising

Traditional linear TV advertising relies on broad demographic data and fixed time slots. In the past, this model was as good as it got. But today, we have greater targeting capabilities and measurement options.

OTT advertising leverages viewer data to deliver personalized ad experiences. Dynamic ad insertion technology enables real-time decisions about which ads to show each viewer. This precision targeting helps advertisers reach specific audiences while giving content providers more monetization options.

Infrastructure

Linear broadcast infrastructure requires significant physical equipment, including satellite ground stations, transmission facilities, and transponders. This traditional model involves high upfront costs and ongoing maintenance expenses.

OTT infrastructure leverages cloud technology and IP networks for more flexible, scalable operations. Modern video processing happens in remote facilities or the cloud, reducing hardware requirements. With OTT, you can deploy new channels quickly and easily test new formats.

Monetize more content with OTT

As viewers embrace streaming platforms and on-demand viewing, the future of media is shifting away from traditional linear television. OTT's flexible infrastructure and advanced targeting capabilities create new opportunities for content monetization. From dynamic ad insertion to hybrid revenue models, organizations can maximize the value of their content libraries.

Within the OTT space, IP-based delivery enables media companies to reach global audiences while maintaining high-quality experiences across devices. But finding the right partner is important. Media companies who move quickly to shift from linear TV to OTT will capture market share and unlock new revenue streams.

Explore LTN’s digital and OTT broadcast solutions to see how we can help you transition from traditional broadcasting to IP-based delivery. With global coverage, ultra-low latency under 200ms in North America, and 99.999% reliability backed by a fully managed technical operations center, we can deliver content everywhere it needs to go.