OTT streaming industry is pivoting towards its next generation of digital content distribution & consumption

Netflix has ceased services in Russia and started implementing ways to restrict account sharing. There is also increased competition from the likes of Disney+, Hulu and Sony, along with new launches like Paramount+ and rapid expansion of NBC Peacock. Content being supreme has been a motto for a long time.

Netflix continues to lose subscribers, with a million lost in Q2 this year, as reported in its shareholder letter – a trend that is expected to continue. It is difficult to attribute this to a single reason: as the world comes out of the pandemic, people are looking to spend more time on ‘normal’ ways of entertainment and social interactions. Additionally, rising inflation across many western countries is encouraging curtailing spend where possible. Netflix has ceased services in Russia and started implementing ways to restrict account sharing. There is also increased competition from the likes of Disney+, Hulu and Sony, along with new launches like Paramount+ and rapid expansion of NBC Peacock.

This is a turning point for the OTT streaming industry, with new trends emerging:

1. Newer ways of product packaging

With content catalogs converging because of recent mergers, product packaging is evolving to attract new tiers of subscribers. Zee TV in India is expected to expand many folds with the acquisition of Sony Liv. Warner Media Discovery recently announced the merging of Discovery+, and HBO Max and Disney introduced a bundled discounted package that includes Disney+, Hulu, and ESPN+. Zee TV is continuing to focus on content differentiation between Advertising Video on Demand (AVoD) and Subscription Video on Demand (SVoD) offerings. Product packaging is not limited to streaming providers alone—Sky’s Glass is an endeavor to bind consumers beyond content viewership, making exits harder. Comcast introduced a similar initiative in the US with XClass TV, bringing distributors back into the game as super-aggregators of OTT apps. TiVo recently completed the acquisition of Vewd, signaling its entry into the connected TV space in a meaningful way.

2. Consumer Engagement within Streaming

As noted by Netflix, the typical viewer might lose interest if they don’t find something to watch within the first 60-90 seconds of browsing. Streaming services are investing heavily on OTT application development and OTT platform development to track viewer journeys and improve ways in which relevant content may be presented to them quickly:

  • Content Discovery and Personalization: many steaming services are investing in improved content discovery methods by enriching their metadata and making their keywords relevant. Historical data stores and traditionally inconsistent methods of managing metadata are slowing content discoverability and personalization, forcing many streaming enterprises to invest in metadata management tools and advanced data analytics techniques.
  • Pushing Content in Addition to Pulling: Customer Data Platform (CDP) is a powerful technique to collect and unify individual customer data from their interaction with the streaming platform. This data can then be effectively used to drive personalized marketing campaigns or push notifications when a relevant content piece is being streamed.
  • Viewing user experience: Hyper-focus on consumer’s identity and being able to pick and recommend relevant content is becoming key for user retention. In ad-supported experiences, ad relevance will help reduce negative experience and improve consumer interest in the products and services being advertised.

3. Consumer Engagement Outside Streaming

Engaging consumers beyond their living room will drive new revenue streams and differentiation across streaming services. Streaming players are gathering data that reveal consumer behaviors and preferences which will be useful in determining how else streaming services can capture consumer attention beyond content streaming. DAZN, leader in sports streaming, has launched DAZN Bet, an example of how streaming services will expand their share, beyond the screen. Traditional streamers will have to invest in new OTT software development, OTT platform development or platform extensions that a. compliments their core business and b. increase consumers’ time spent beyond streaming.

4. Shift in Content Distribution Paradigm

Studios have been amassing content libraries to drive engagement with their own streaming services. However, renewed focus on profitability may encourage third-party sales and content availability through multiple services.

5. Role of the Smart TV

29% of consumers are overwhelmed by the array of choices in streaming, and 79% expect their Smart TV home screen to aid discovery and recommendations. While the use of set top boxes and streaming devices are expected to decline, OTT app, OTT platform development and OTT app development are here to stay, and initiatives like Sky Glass are endeavoring to capitalize on this trend. Time will tell how much a consumer would like to commit at a hardware level.

Content being supreme has been a motto for a long time. However, consumers did not mind spending on many streaming services if they had an easy exit path. From here on, consumers will have their picks—whoever provides the most relevant and engaging content, still providing an easy exit, will likely be the winner.


OTT apps are disrupting media and entertainment by providing affordable video content. Building an OTT app is a serious business. It requires exceptional expertise in software development, user interface design, content delivery, and security. Here are some key aspects of OTT development to keep in mind. Content delivery network to optimize content delivery, media asset management to store and distribute content, UI design to make the app more intuitive, and analytics to understand user behavior and satisfaction. Let’s look at what OTT apps are or OTT TV app is, how to build OTT apps, and the process of OTT app development. What are OTT apps? OTT apps are software applications. They empower content providers to distribute video content online. These apps are offered through platforms and are cost-effective since you don’t need cable subscriptions. How to build OTT apps? Define their purpose and type of content to be delivered, and the kind of target audience who will consume this content. Tailor the app features and design to the liking of the audience. Choose a third-party platform commonly used by your target audience. Develop the app, including backend infrastructure, integrate content delivery features and test the app for performance. Ensure the app is fully secure to protect user data and the content. Finally, launch the app.


1. What is OTT in software?

OTT means Over the Top, which means to offer media content like audio, video or any form of digital media over internet to users.

2. What is OTT platform development?

OTT platform development is way to create and deploy digital platforms that can offer audio, video and other types of media content over internet.

3. What technology is used in OTT?

The technology can be video codecs, streaming protocols, content delivery networks and cloud infrastructure.

4. What is OTT app development?

OTT app development is to create applications for OTT services for delivery content through the internet.

5. How to build OTT apps?

There are several steps to build OTT apps. The first steps is to decide on the platform and then decide the features to included in it. Decide the platform UI and then develop the app. Later, test the app and deploy it. Keep improving the app based on user preferences.