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Digital transformation

Good times for over the top

Over the top (OTT) is a platform that delivers media content through on-demand and live video over the internet. It allows viewers to watch content on multiple platforms such as mobile devices, smart TVs, laptops, and tablets. The OTT market has grown significantly in the last few years and is projected to post strong growth through 2025. The coronavirus pandemic acted as a catalyst for OTT market growth in 2020.

The global OTT market is expected to grow at a CAGR of 15% from 2021 to 2026, according to an EMR report.

Top technical challenges for the OTT industry

  • OTT service providers need the right strategy and partnerships with technology experts to overcome challenges. Here are three areas to focus on:
    Viewer retention
  • Quality content delivery on multiple OTT clients
  • Performance and scalability

OTT solution strategy

Software development starts with an understanding of the needs and pain points of the customers and businesses. We have identified five essential factors that are required for a successful OTT solution

  • Customizable
  • Cost-effectiveness
  • Monetization model
  • Deployment strategy
  • Time-to-market

Now is a good time to be in the OTT business. However, OTT service providers must have the right business strategy to catch the consumer’s attention by providing an engaging customer experience. To launch an OTT service, providers can choose between developing the platform or using a white-label OTT solution. While defining the development and deployment strategy, OTT service providers should be mindful that the increase n online content has led to low switching costs and high churn. Multiple technological challenges must be handled at inception when building and deploying an OTT solution.
Adaptive streaming, multi-device compatibility, content management (i.e., transcoding, hosting, and encryption), and a scalable back-end are a few of the factors that set apart best-in-class OTT providers.

The future of OTT is exciting, and Capgemini Engineering’s technical expertise across the OTT ecosystem makes us the technology partner of choice for OTT service providers.

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