Key takeaways:
- An OTT platform is the foundation for delivering, managing, and monetizing video experiences directly to audiences, without relying on traditional broadcast infrastructure.
- Modern OTT platforms go beyond delivery, combining CMS, personalization, advertising, analytics, and workflow orchestration into a single operational ecosystem.
- Flexibility, data ownership, and integration across the OTT ecosystem are critical for long-term scalability.
- Personalization and monetization are no longer add-ons—they are core capabilities that define platform success.
- Choosing the right OTT solution is a strategic business decision that impacts product velocity, revenue, and audience engagement.
The way people watch video has fundamentally changed. Audiences expect on‑demand access, seamless playback across devices, and experiences that feel relevant to them—not generic. At the center of this shift sits the OTT platform.
From 24i’s perspective, an OTT platform is not just a distribution layer. It is the operational backbone that connects content, data, monetization, and user experience into one coherent system. This article explains what an OTT platform is, how the OTT ecosystem works, and what media businesses should consider when building or scaling their own OTT solution.
What’s OTT?
OTT, or over‑the‑top, refers to delivering video content directly over the internet, bypassing traditional cable, satellite, or terrestrial broadcasting. OTT platforms allow content providers to reach audiences on their own terms—across mobile, web, smart TVs, and connected devices.
OTT vs. IPTV platforms
While OTT and IPTV platforms are often mentioned together, their architectures differ:
- OTT platforms operate over the open internet and prioritize reach, flexibility, and device diversity.
- IPTV platforms run on managed, closed networks controlled by telecom operators, offering tighter control over quality of service.
Many operators combine both models, but OTT remains the primary growth engine due to its scalability and global reach.
OTT vs. traditional broadcasting
Traditional broadcasting follows a push model—one schedule, one stream, for everyone. OTT platforms use a pull model, where viewers choose what to watch, when, and on which device. This unlocks:
- On‑demand libraries
- Cross‑device experiences
- Granular audience data
- Personalized content discovery
OTT trends shaping the industr
Several OTT trends continue to redefine the market:
- Rapid growth of AVOD and FAST channels
- Expansion of connected TV and OTT devices
- Fragmentation of content rights across regions
- Rising expectations for personalized, data‑driven experiences
OTT is no longer an emerging channel—it is the default model for video delivery.
OTT content providers and operators
An OTT platform sits at the intersection of content, technology, and business operations.
Roles in the OTT ecosystem
- OTT content providers create or own video assets such as live channels, VOD catalogs, or events.
- OTT operators manage the platform layer, including ingestion, OTT media delivery, monetization, and analytics.
In many organizations, these roles overlap. What matters is having a platform that supports both efficiently.
OTT monetization models
Most OTT platforms support multiple business models:
- SVOD: subscription‑based access
- AVOD: ad‑supported viewing
- TVOD: transactional or pay‑per‑view access
Hybrid monetization is increasingly common, allowing OTT businesses to diversify revenue while maintaining a unified user experience.
OTT marketing strategy and engagement
Launching an OTT platform is only the beginning. Sustainable growth depends on how effectively the platform engages users.
What is OTT marketing?
OTT marketing blends acquisition, retention, and in‑product engagement. Unlike traditional media marketing, it relies on real‑time behavioral data and continuous optimization.
Metrics that matter
Effective OTT strategies focus on metrics such as:
- Time‑to‑first‑play
- Content completion rates
- Session depth
- Churn indicators
- Ad load tolerance
These insights guide editorial, product, and monetization decisions.
Choosing the right OTT solution
How 24i supports building OTT platforms
24i provides a modular OTT platform designed to help broadcasters, media companies, and OTT content providers create, scale, and evolve their own OTT services. Through 24i Video Cloud, we bring together CMS, personalization, advanced advertising, video workflows, analytics, and applications into a single ecosystem.
Rather than locking customers into a rigid stack, 24i enables teams to build an OTT platform that fits their business—whether launching a new service or modernizing an existing one.
Not all OTT solution providers are created equal. Platform architecture determines how well a service can adapt and scale.
What defines a strong OTT solution provider?
At 24i, we believe a strong OTT solution provider should empower long-term control and flexibility—not just speed to launch. From 24i’s perspective, strong OTT solutions are:
- Modular and API‑driven
- Designed for multi‑device delivery
- Built with data and analytics at the core
- Flexible in monetization and personalization logic
Equally important is the ability to evolve without adding operational complexity.
Off‑the‑shelf vs. custom OTT platforms
- Off‑the‑shelf or white‑label OTT platforms accelerate time to market but may limit differentiation and data ownership.
- Custom OTT platforms require more upfront investment but offer full control over roadmap, UX, and integrations.
The right choice depends on long‑term business goals—not just launch speed.
OTT technologies powering modern platforms
Behind every OTT platform is a complex technology stack that enables scale and reliability.
Core OTT technologies
A modern OTT platform typically includes:
- Content ingestion and processing pipelines
- Encoding, packaging, and DRM
- OTT media delivery via CDNs
- Playback SDKs for OTT devices
- Analytics and data services
All components must work together seamlessly to support performance and growth.
Innovations in OTT media delivery
Advances such as low‑latency streaming, adaptive bitrate optimization, and AI‑assisted quality monitoring are raising expectations—especially for live and event‑based OTT services.
OTT personalization
Personalization is no longer optional—it is a baseline expectation.
Why OTT personalization matters
Personalized experiences reduce friction, improve discovery, and increase engagement. Viewers find relevant content faster and stay longer.
Data‑driven personalization at scale
Modern OTT personalization combines:
- User behavior
- Content metadata
- Contextual signals
- Machine learning models
This creates continuously evolving experiences that adapt to each viewer.
How to build an OTT platform
Building an OTT platform is a strategic initiative that spans product, technology, and commercial teams.
Key steps to build an OTT platform
- Define OTT business and monetization models
- Select OTT solution providers and partners
- Design UX and content structures
- Integrate analytics, advertising, and billing
- Launch iteratively across OTT devices
White label vs. fully custom: A strategic choice
Short‑term convenience should never outweigh long‑term flexibility. The most resilient OTT platforms are designed to adapt as audience expectations and business models evolve.
OTT platforms with 24i
With 24i, businesses can create an OTT platform that is modular, data-driven, and future-proof. By combining core platform capabilities with flexible integrations, 24i supports OTT strategies that grow with the market—without adding unnecessary operational complexity.
An OTT platform is more than a way to distribute video. It is the core system that enables modern OTT businesses to operate, monetize, and grow.
By combining content management, personalization, advertising, and analytics into a unified ecosystem, OTT platforms empower media companies to build stronger relationships with their audiences.
At 24i, we see OTT platforms as living systems—designed to evolve, scale, and unlock long‑term value through data‑driven video experiences.
