Unlocking OTT: A Beginner’s Guide to Over-the-Top Streaming and Its Meaning

Over-the-top (OTT) content has been around for years, but it used to be called premium content. Platforms like Uscreen have made OTT more available to a wide range of creators—from yoga teachers to full-scale TV shows. Today, you can find high-quality OTT content across the internet.

In this guide, we’ll explore:

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OTT refers to content delivered over the internet that sidesteps traditional broadcasting methods, such as cable or over-the-air TV stations. The term “Over-the-top” suggests that this content streams on top of existing media distribution networks, which are usually managed by cable companies like Comcast.

This setup allows viewers to pay just for internet access and stream platforms like Netflix without having to browse through hundreds of cable channels. The trend began around 2007 but really took off in 2012, when services like Netflix, Hulu, Disney+, HBO Max, and Amazon Prime started delivering content directly to consumers. Today, OTT is changing the face of entertainment everywhere.

According to a 2019 report, about 74% of US households have some form of video streaming subscription. Other data indicates that OTT media revenue could surpass 167 billion U.S. dollars by 2025.

A major factor behind OTT’s rise is how easily accessible it is. Consumers can access OTT platforms anytime and anywhere, as long as they have an internet connection and an OTT device.

The rapid growth of digital platforms has transformed how people consume media, offering more personalized experiences and increasing competition among providers. Over recent years, there has been a noticeable shift toward digital content consumption worldwide.

For example, in 2018, about 18.8% of North American consumers planned to cancel their traditional pay-TV subscriptions, becoming “cord cutters.” The COVID-19 pandemic further accelerated this trend, with an estimated 200% increase in time spent on digital OTT platforms.

One reason many are ditching cable and satellite TV is the rising costs. OTT services are generally more affordable, tailored to individual preferences, and more engaging. According to data, around 82% of U.S. adults are now turning to streaming services instead of traditional TV, highlighting the growing dominance of OTT in entertainment consumption. Streaming media, movies, and television shows are often regarded as more engaging and enjoyable than traditional cable TV. Currently, only about 65.6% of adults in the United States subscribe to cable TV.

These figures indicate that over-the-top (OTT) streaming services are rapidly replacing satellite and cable TV options. The main reasons behind this shift include OTT’s affordability, the wide variety of choices available, and its capacity to offer personalized viewing experiences.

For content creators, OTT platforms present an excellent opportunity to reach large audiences. Many people assume that OTT content is limited to video-on-demand, but it also encompasses audio streaming, messaging apps, and VoIP services over the internet.

What Types of OTT Content Are There?

While OTT is a broad category, it includes various types of content and channels that are accessible via different platforms:

– Video Content: A diverse range of entertainment, educational, and lifestyle programming. Popular platforms include Netflix, Amazon Prime, and Hulu.
– Voice Services: Internet-based communication tools such as WhatsApp or Skype that use Voice over IP technology.
– Messaging Applications: Messaging services like Facebook Messenger, Line, and WhatsApp.
– Audio Streaming: Music services like Spotify, Apple Music, and SoundCloud.
– Television Platforms: OTT content delivered through devices like Google Chromecast, Apple TV, Roku, Fire TV, and smart TVs.

Users on Android and Apple devices can download various OTT apps to access this content. Common platforms include Roku, AppleTV, and Linux-based middleware solutions.

Why Build Your Own OTT Content?

There are many compelling reasons for creators and marketers to develop their own OTT services. The increasing accessibility of various content types and live streaming options has made OTT highly popular among viewers and content producers alike. Artists, in particular, appreciate the flexibility it offers—allowing them to produce and share content on their own timelines without worrying about traditional broadcasting schedules.

Monetization options for OTT content are diverse and adaptable. Platforms like Uscreen enable creators to generate revenue through subscriptions, one-time payments, or advertising. Additionally, OTT advertising offers attractive benefits, including precise targeting and higher viewer engagement.

Advantages of OTT Advertising

With OTT advertising, brands can deliver tailored messages directly to specific households, leveraging data on demographics, viewing habits, and interests. Unlike traditional ads, OTT ads can’t be skipped and are almost always viewable in their entirety, often achieving completion rates above 90%. Ads integrated during or around streaming content command undivided attention, with studies showing that viewers complete approximately 98% of premium video ads during OTT streams.

OTT platforms enable exact targeting by assigning unique user IDs to devices, which allows marketers to push relevant ads to specific audiences. This targeted approach results in better return on investment compared to conventional advertising methods.

Moreover, detailed analytics provide insights into subscriber behavior, interests, and engagement patterns. By linking different technologies and analyzing real-time data, content providers can monitor what types of content attract viewers, what is being shared on social networks, and what users are actively searching for. Platforms like Uscreen, Vimeo, and Muvi facilitate this comprehensive subscriber analysis, helping creators refine their strategies.

They also offer device-specific analytics, so you can learn which devices your audience prefers for streaming, further enabling tailored content delivery.These data points give you valuable insights to personalize your sales funnel, content, and advertisements based on how users behave.

Other advantages of OTT marketing include features like geo-targeting, which allows you to reach specific geographic regions; the potential to connect with a broad audience base; and the ability to target younger, wealthier demographics. Not only is OTT beneficial for creators and advertisers, but consumers also enjoy its conveniences.

Many viewers appreciate OTT because it enables them to watch their favorite shows, like “Cersei burning King’s Landing,” on their own schedules. However, the benefits go beyond just catching up on popular series early. For viewers, OTT offers a cost-effective and flexible entertainment option. Platforms like Netflix provide access to numerous shows and documentaries starting at just $8.99 per month, significantly reducing costs compared to traditional cable.

From a consumer perspective, OTT grants enormous freedom—viewers can watch what they want, when they want, and on any device, from smartphones to smart TVs. This eliminates restrictions tied to specific broadcast schedules or cable subscriptions. Additionally, OTT services often allow for ad-free viewing or feature targeted advertisements, making the viewing experience more relevant. Compatibility across multiple devices, including connected TVs, gaming consoles, tablets, and smartphones, just requires a stable internet connection, making entertainment highly accessible and convenient.

When choosing an OTT platform, it’s important to consider essential features. While most platforms enable you to build an app with a streaming video player accessible on various devices, there are important functionalities to look for before making your selection.

Key features to evaluate in an OTT platform include:

1. Video Hosting.
A reliable video hosting service is fundamental. Instead of just providing embed codes, the platform should host your videos directly—saving you from bandwidth issues—and make it easy to upload, categorize, and manage your content. Popular solutions like Uscreen offer free hosting, allowing quick publication and scheduling of videos in advance.

2. Video Content Management System (CMS).
The platform should come with a comprehensive video CMS capable of managing all aspects of your video content, including importing, editing, and creating new material. It must support various video formats and facilitate seamless ingestion. For example, Uscreen’s built-in CMS allows you to modify, delete, or add metadata to your videos from a single dashboard and integrates smoothly with social media channels.

3. Branded Apps and Websites.
You should be able to launch your own branded OTT apps and websites easily. Look for platforms that offer customizable templates and intuitive website builders to fast-track the development process, giving your brand a professional online presence.

4. Video Monetization Options.
A crucial aspect is monetizing your content effectively. The platform should support multiple monetization models, such as subscription plans, pay-per-view, rentals, ad-supported services, and freemium models where free content is complemented by paid features. If you plan to run an ad-supported video-on-demand service, ensure the platform provides the necessary tools to implement and manage these revenue streams effectively.

In summary, selecting the right OTT platform involves assessing its capabilities in hosting, content management, branding, and monetization—ensuring you can deliver high-quality, flexible, and profitable streaming experiences to your audience.An integrated ad server designed to assist you in managing and executing advertising campaigns efficiently. The platform should support various ad formats, including native ads, banners, videos, and overlays.

Additional features to look for include a secure payment gateway, coupon management system, free trial options, and promotional offers.

Heading: Video APIs.
Video Application Programming Interfaces (APIs) allow developers to connect and interact with different platforms, such as online streaming solutions. They enable quick creation of streaming websites, mobile applications, or custom streaming services. Using APIs, you can embed streaming capabilities within your own cloud media infrastructure, streamline encoding and delivery processes, integrate with Single Sign-On systems, or develop tailored applications.

Heading: Real-Time Analytics.
Businesses need access to live data to stay competitive, and OTT platforms are no exception. Real-time analytics provide valuable insights into user behavior, popular content, revenue trends, viewer locations, watch time, and more. This deep analysis helps refine your strategies and plan future content, ultimately boosting revenue and reducing user churn.

Heading: Video Player.
Having a versatile, fast-loading video player that enhances user experience is essential. The ideal OTT platform should include a video player with key features like resume playback, subtitles support with WebSRT and WebVTT, support for Video on Demand (VOD) and live streaming via HLS, adaptive bitrate switching (automatic or manual), compatibility with VPAID, VAST, Google IMA, and Facebook ad tags, customization options, and user management capabilities.

Furthermore, administrative functions should include user access control, onboarding and offboarding, password resets, subscription management, and rule configuration. Viewers should be able to manage multiple profiles under one account, enjoy offline viewing, and view their watch history.

Heading: Social Media Integration.
Allow viewers to share their favorite content on social networks. This social sharing boosts word-of-mouth marketing, which is often more effective than paid advertisements, helping you broaden your audience and expand your network.

Heading: Built-in Marketing Tools.
In-platform marketing tools add lasting value to your site and apps. Features like SEO optimization can improve search engine rankings. Platforms such as Uscreen offer tools to help retain subscribers, cross-sell and upsell content, decrease churn, recover abandoned carts, and more. Landing page templates and builders are also available to help you grow your email lists and audience.

Other important considerations include the platform’s cost, integration capabilities with other systems, and the level of customer support provided.

Heading: Purpose of OTT.
Initially, OTT attracted audiences tired of traditional TV commercials and cable content distribution. It didn’t happen overnight; OTT emerged around 2007 when Netflix began allowing subscribers to stream selected shows via the internet. The real breakthrough came in 2013 with Netflix’s release of its first original series, “House of Cards,” which was highly successful, earning numerous awards and critical acclaim.

Today, Netflix boasts over 207 million paid subscribers globally, exemplifying OTT’s rapid growth and popularity. The market now features numerous platforms offering viewers flexible, on-demand content experiences.

The primary purposes of OTT content include providing a commercial-free, on-demand viewing experience that’s accessible anytime and anywhere—forcing traditional broadcasters to innovate, while offering unlimited entertainment options. OTT services let viewers choose exactly what they want to watch, at their convenience, and often without intrusive advertisements.

Today’s viewers now have full control over what they want to watch, unlike the past when they had to tune in at specific times on their TV. They can pick their favorite shows anytime and anywhere, giving them a personalized viewing experience.

Many OTT providers enable users to broadcast live streams over the internet without needing costly broadcasting equipment or subscriptions. Since live broadcasts are essentially branded video content, they can attract large audiences without heavy investments in advertising or hardware. Furthermore, you can customize your channel’s branding by adding colors, titles, graphics, and logos to create a unique identity.

When most people hear about video streaming services, they think of giants like Netflix or Amazon Prime. However, there are many other OTT platforms that might not be widely known because they haven’t achieved the same level of success. Launching a thriving OTT service involves more than just creating an app; it requires strategic marketing, business planning, and a comprehensive technical infrastructure. So, what distinguishes successful OTT platforms? Let’s explore what it takes to build one.

Starting your OTT venture requires choosing a niche that has a strong and dedicated audience. While entertainment is a highly popular category today, competing with established giants like Netflix can be challenging if you opt for broad topics. Focusing on more specific areas such as eSports, lifestyle, fitness, poker, or eLearning allows you to target a niche audience effectively. Consider who your ideal viewers are by asking questions like: Are they kids, adults, or a mix? What are their gender, location, and cultural backgrounds? Defining your target demographic helps in creating tailored content and personalized marketing strategies.

OTT platforms support various monetization options for both live and on-demand content. On-demand videos are especially popular because they let viewers access content at their preferred times. Here are some common revenue models: Subscription Video on Demand (SVOD), where users pay monthly, quarterly, or yearly—like Netflix or HBO Max; Advertising Video on Demand (AVOD), which funds free content through targeted ads placed before, during, or after videos; and Transactional Video on Demand (TVOD), where viewers pay per show or download—examples include iTunes and rent-on-demand services. Live streams also offer monetization opportunities through pay-per-view arrangements, delivering real-time, user-focused content that can generate revenue per viewer.

With your chosen business model, the next step is to develop a website that hosts and displays your video content. Using a dedicated website offers multiple advantages, including better search engine rankings, creating a landing page to grow your email list, integrating secure payment systems, and enabling interactive features such as comments and live chat to engage viewers. Additionally, a well-designed website provides a reliable platform for your audience to access content if app issues occur. It’s vital that your site looks appealing, is easy to navigate, and offers an exceptional user experience—similar to popular platforms like Netflix. User interface design that personalizes content from the start, such as Netflix’s “Who’s Watching” page, encourages viewers to stay engaged and browse content seamlessly.

Netflix allows users to set up multiple profiles within a single account, giving each user personalized recommendations based on their viewing habits. Simplify the onboarding process by eliminating lengthy sign-up forms, making it easier for new subscribers to get started quickly.

The controls on your video player are crucial elements that greatly impact the overall user experience. Arrange them logically to help users navigate your platform effortlessly, even if they are first-time visitors. For example, consider Amazon Prime’s video player: its user interface places the most frequently used controls—like play, pause, forward, and rewind—centered on the screen for easy access, while other options are positioned at the edges for convenience. Clear, well-organized controls guide users seamlessly through their viewing experience.

Building a branded OTT app is essential in today’s streaming landscape. It offers viewers the flexibility to watch content anytime, anywhere, and on any device. The first step is deciding what type of app aligns with your content and audience preferences. There are typically four main categories: tablet, mobile phone, desktop, and smart TV. Each serves different needs; for example, if you’re sharing yoga tutorials, a smart TV app is ideal because your audience may prefer practicing along on a large screen. Tailor your app’s design with consistent branding, logos, and color schemes to create a cohesive experience. Focus on delivering an intuitive, user-friendly interface. Platforms like Uscreen enable you to configure every aspect of your app without technical hassle, from setup to launch.

Your content distribution strategy should extend beyond just mobile devices and desktops. Make your videos accessible across all platforms, including tablets, gaming consoles, Blu-ray players, and smart TVs. Covering all these points ensures a wider reach and accessibility for your audience. Many OTT solutions, such as Uscreen, include features like embedded video players that can be integrated into various platforms, simplifying the process of reaching users across different devices and environments.

Your video player automatically adjusts to fit any screen or device, ensuring an optimal viewing experience. The platform also tailors content delivery based on the device your viewers use, making streaming seamless and efficient. Moreover, Uscreen supports launching your app across various platforms including Apple TV, Roku, Google Play, Android Store, Fire TV, and Android TV, expanding your reach to diverse audiences.

To enable your subscribers to purchase upgrades or products within your app, integrating reliable and secure payment gateways is crucial. This feature allows seamless transactions, enhancing user experience and boosting revenue streams without forcing users to leave the app environment.

With viewers consuming content across various devices, understanding their habits and preferences becomes essential for creating engaging and tailored content. Gaining insights into who your audience is, what devices they prefer, how they discover and navigate your platform, and whether they return for more helps you optimize your offerings. Choose an OTT platform equipped with comprehensive analytics tools that provide real-time traffic data, user engagement reports, viewership trends, and revenue analysis. These insights help refine your content strategy and improve user retention.

Social media channels are powerful tools to increase your reach and attract new viewers. Video remains a dominant format on platforms like Facebook, Twitter, LinkedIn, and Instagram. For instance, Facebook sees billions of video views daily, making it an excellent avenue for promotion. Share engaging teasers, trailers, or behind-the-scenes clips to pique interest and attract followers. Incorporate social sharing options within your app or website, enabling viewers to easily share their favorite videos with friends and followers, thereby expanding your audience organically.

While traditional TV viewing faces declining popularity due to cord-cutting and bandwidth limitations, OTT services continue to grow as audiences seek flexible, on-demand content. With advancements like 5G technology enabling high-quality streaming on mobile devices, launching your own OTT platform is more appealing than ever. However, there are hurdles that could hinder your success, but with proper planning, they can be managed effectively.

Common obstacles include:

The OTT landscape is crowded with major players like Netflix, Amazon Prime, and Disney+, each offering extensive libraries with exclusive content. These giants keep expanding their offerings, making it challenging for new platforms to carve out a niche. To stand out, focus on providing unique value—such as more flexible subscription options, higher simultaneous streams, or free access tiers—so consumers see your platform as a better deal or a more personalized experience.

Many consumers now feel overwhelmed by the number of subscription services they subscribe to, leading to subscription fatigue. Studies show nearly half of US subscribers express frustration over managing multiple subscriptions, preferring instead to get more from fewer services by customizing their plans. To keep users engaged, offer high-quality, exclusive content and streamline onboarding processes, minimizing sign-up barriers to enhance retention.

Knowing who your viewers are, what interests they have, and how they interact with your content is critical. Without deep audience insights, it’s tough to deliver the right content, which impacts subscription conversion and retention. Invest in analytics tools that reveal demographic information, viewing habits, and engagement levels to tailor your offerings and marketing strategies effectively.Your understanding of your audience—where they are, what country they’re in, and the kinds of content they prefer—is crucial, especially for niche channels. To prevent misunderstandings and ensure you’re reaching the right viewers, avoid selecting overly narrow or highly competitive niches.

Using incorrect technology can create significant issues for those managing OTT platforms. Employing unsuitable hardware or software might negatively impact your campaign’s success, including your engagement metrics, click-through rates, and subscriber or share counts.

The most effective approach is to utilize cloud-based solutions. Cloud technology allows for rapid scaling without the need for large investments in local hardware. Your apps should also prioritize securing their video players and managing system resources like RAM and CPU efficiently to prevent unnecessary resource consumption. Additionally, leveraging popular online OTT platforms such as Uscreen and Vimeo can streamline your process and enhance your platform’s capabilities.

Delivering a poor user experience remains one of the biggest hurdles. Modern viewers are accustomed to smooth, intuitive interfaces like Netflix’s, which connect users seamlessly with content across devices. Features like personalized recommendations further improve engagement. To attract and retain viewers, your platform must offer a similarly user-friendly experience.

Building your own OTT platform is now more accessible thanks to various specialized software solutions. Here are some of the top options available:

1. Uscreen

Uscreen is a comprehensive video platform that empowers creators and publishers to distribute videos on any device. It also enables launching custom branded OTT apps without coding knowledge.

Key features include:
– Video Content Management System: Bulk upload, categorization, custom filters, and additional uploads.
– On-Demand Streaming: Display your content in a catalog format.
– Live Streaming: Broadcast events live, schedule content ahead, and create anticipation with countdown overlays.
– Monetization Options: Support for subscriptions, one-time purchases, rentals, and pay-per-view models, accepting credit cards and PayPal.
– Analytics: Deep insights into viewer preferences and content performance.
– Custom App Development: Ready-made branded apps to deliver optimal streaming experiences across devices.

Uscreen’s platform produces all-in-one streaming solutions with the ability to embed videos using HTML5 players. Pricing begins at $79 per month for the Basic plan, rising to $158 for the Growth plan, with custom options available for branded apps through Uscreen Plus. Overall, it’s my top choice for starting an OTT platform.

Get started with a 14-day free trial of Uscreen today.

2. Dacast

Dacast is an online platform for live streaming that helps you host on-demand videos and broadcast live events. It offers a low-latency streaming solution utilizing top-tier CDNs to ensure smooth delivery. The platform allows you to create your own video service from scratch using RESTful APIs and even develop branded mobile apps with its iOS and Android SDKs.

Key features include:

Pricing options start at $39 per month, with plans including:

Muvi is an all-in-one OTT platform and Video on Demand provider that helps you stream, launch, and manage your video and audio content online. It provides you with tools and infrastructure needed to create a comprehensive multi-screen streaming service, similar to Netflix. This includes a built-in video player, content management system, billing engine, customizable website themes, and dedicated TV apps.

Major features of Muvi include: