OTT services like Netflix primarily deliver viewers Video on Demand rather than conventional linear channels. VOD services typically promote movies and TV boxsets rather than live events like sports. This type of viewing has naturally evolved from high street video stores and "time-shifting" VHS recordings.
At BT, I launched BT Vision which had a comprehensive VOD catalogue that was clearly differentiated in the market from existing cable and satellite pay TV services.
In Ireland, I designed eircom's three-screen proposition to similarly package and promote VOD over bundles of linear channels.
At Astro in Malaysia, we used Astro's branded VOD channels to heavily promote the benefits of Astro IPTV delivered over fibre internet.