Over-the-top (OTT) content: implications and best response strategies of traditional telecom operators. Evidence from Latin America

Purpose– This paper aims to focus on the interplay between the market of contents and telecom operators. Traditional telecom operators are vulnerable to the new markets and services that appear as a consequence of accessibility to the Internet and, in particular, in the face of over-the-top content as Netflix.Design/methodology/approach– The authors build a conceptual framework to analyze the response strategies by telecom operators in the context of an evolving TV technology.Findings– They argue that the technology that enabled bundling of services was the entry door of telecom operators to the content market and that, nowadays, online TV may be their exit door if they do not display innovative strategies to remain in this market.Originality/value– This is the first paper exploring the interplay between the market of contents and telecom operators with a focus in countries from Latin America.