You want to launch your own OTT platform. With global OTT revenue estimated to cross $476 billion by 2027, no smart entrepreneur would want to miss this tremendous opportunity. However, you may not know where and how to start.

No matter how big the opportunity, it comes with significant challenges also. These challenges include tech stacks to content strategy, marketing to monetisation and other factors to get it right.

Keep reading the article, which explores an 8-week roadmap and provides you with manageable tips. It will give you a fair idea to launch your OTT platform with clarity and confidence.

Foundation & Development (Weeks 1 to 4)

Let’s begin by planning for the first four weeks, which include foundation and development. 

What's Your Vision and Strategy?

Define your vision before you start your OTT platform journey. Ask yourself the following questions:

• What niche will be served by your OTT platform? Example: sports, education, entertainment or wellness.
• Who is your target audience?
• What devices does your target audience use?
• What are their viewing habits?

To get the above answers, you may have to research audience traits. This research is complex, but becomes easy with tools like Google Analytics, Statista and Think with Google. You can gain valuable insights.

Also, consider emerging trends that are redefining the future of OTT platforms. 

1. Interactive Movies

Have you ever watched a movie where things happen as per your wish? Sounds imaginative? But that’s what interactive content offers.

One fine example is the Bandersnatch movie from Netflix. In this, the audience decides the main character’s actions. As an audience, you decide what the hero has to eat, or whether the hero wants to take on a risky task. As per your choices, the movie adapts to a different storyline, with different endings. It is like a video game, rather than watching a movie.

Why interactive content matters:

• It keeps viewers engaged for a long time, as they get voluntarily involved.
• This type of content creates a buzz, as people love to compare their choices and resulting endings.
• Offers replay value, as viewers return to explore different paths.

You can implement this format in your OTT platform, regardless of thriller, kids’ show or education content. You get an opportunity to tell a story with infinite twists.

2. Live Commerce and Shoppable Videos

While watching a show, you might have loved the jacket or other apparel worn by the anchor. Can you buy the same coat while watching the same show? That’s what live commerce and shoppable videos offer.

These formats are also a great way to connect with the audience and keep them loyal to your platform forever. Here are examples of how you can do it.

• Flipkart and Myntra come together to host live shopping events. Influencers showcase products in real time in these events and motivate audiences to purchase the products.
• VIMMI, a video commerce platform, allows you to tag products in videos, allowing viewers to shop while they watch.

How this format helps:

• Converts entertainment into a shopping experience.
• Boost impulsive purchases.
• Helps OTT platforms in creating new revenue streams.

It’s like bringing Netflix and Amazon and offering a seamless experience to the audience.

3. AI-Driven Personalisation

Have you ever wondered how OTT apps understand your favourites and suggest similar content? This is done with AI.

Artificial Intelligence helps OTT platforms understand viewers’ habits and recommend content that suits the audience. 

Why choose this format?

• AI studies and remembers audiences’ watch history, search preferences and device usage.
• Builds a profile and recommends shows or movies an audience is likely to enjoy.

• Also adjusts suggestions based on a specific time during the day or who’s watching.

• Keeps audiences hooked with relevant content.
• Reduces churn, as it prevents people from leaving the platform since they get what they prefer.
• Improves user satisfaction and loyalty.

These trends shape your platform’s unique value proposition.

4. Content Strategy

Content is the heartbeat of your OTT platform. But it’s not just about quantity. It’s about relevance and format.

Mobile-first content is crucial. Ericsson reports video accounts for over 70% of mobile data traffic, and short-form video under 10 minutes are especially popular among younger audiences.

Your strategy should cover:

• Licensing existing shows or movies.
• Producing content as per audience preferences.
• Organising content into categories, playlists, and themes.
• Smooth playback on all devices. Also, if the internet speed is slow.
• Ensure to provide flawless subtitles, dubbing and localisation for the global audience.

5. Monetisation Models

Choose the appropriate revenue model. It must fulfil user expectations and bring in profit at the same time.

Here’s a quick breakdown:

Tip: Start with one model and scale according to user feedback and analytics.

6. Budgeting & Business Plan

A solid business plan is your launchpad. It should include:

• Startup costs: Covers technology development, content licensing, and marketing.
• Operational costs: Hosting charges, customer support, and content updates.
• Revenue projections: This cost depends on the chosen monetisation model.
• Break-even analysis: Time taken to reach a point of profit from the date of launch.

Use LivePlan or SCORE templates. These are management software that help you structure your plan.

7. Platform Technology & Architecture

Your tech stack must deliver optimum performance and the best user experience. It must be easily scalable.

Here’s an ideal structure:

• Frontend: Kotlin (Android), Swift (iOS), Flutter or React Native for cross-platform.
• Backend: Python, Go, or Node.js for speed and flexibility.
• CDN: Cloudflare or Akamai for fast global delivery.
• Cloud: AWS Media Services for scalable infrastructure.

Key features to include:

• User registration and billing
• Watch history and resume playback
• Live streaming and offline downloads
• AI-powered recommendations
• Social sharing and multi-user profiles

Make sure your platform supports cross-device compatibility.

 Testing, Optimisation & Launch (Weeks 5 to 8)

Test, Optimise, and then Launch your OTT app within the next four weeks, i.e., weeks 5 to 8.

1. Comprehensive Testing

Testing isn’t just a formality. It saves you from several unpleasant surprises that may occur during live streaming.

• Functionality: Ensure that all features are functioning properly without any issues.
• Compatibility Testing: Check whether your app runs on all devices. Also on all OS versions and browsers without any issues.
• Performance Testing: Does your platform handle high amounts of traffic without buffering?
• Security Testing: Enable secure access using DRM, SSL encryption, and OAuth. Ensuring your app is compliant with GDPR, COPPA, or a similar relevant regulatory body.
• Geolocation Testing: Content rights validation and payment methods according to user location.
• Billing Testing: Confirm subscription renewals, cancellations, and refunds accurately.

BrowserStack, JMeter, and Postman are some of the tools that streamline this process.

2. Pre-Launch Optimisation & Marketing

Before launch, refine the experience and make noise. Here are a few tips to get started.

• Analytics: Track engagement, watch time and drop-off points. Standard tools are Mixpanel, Amplitude, or Google Analytics.
• UX Refinement: Enhance user experience by keeping navigation simple. Also, create attractive thumbnails and personalise recommendations.
• Marketing: Highlight your USP. Use SEO to achieve organic rankings. Run paid campaigns on popular social media apps.
• Content Delivery: Use adaptive streaming (HLS/DASH), modern codecs like HEVC. Enable offline viewing for mobile users.

Consider a soft launch to collect feedback. It helps you to refine your product.

Post-Launch: Continuous Growth

1. Monitoring & Updates

Remember, launch is just the beginning. You still need to keep a watch on how your platform progresses. You may have to implement corrective actions whenever and wherever required, based on its performance.

• Use tools like Datadog, New Relic, or AWS CloudWatch to monitor the performance of your platform.
• Release updates based on user behaviour and feedback
• Fix bugs and introduce new features regularly

2. User Feedback & Support

• Build loyalty by keeping your audience engaged:
• Use in-app surveys, feedback forms, and live chat.
• Provide relevant FAQs and tutorials to help the audience find solutions independently.
• Address complaints and suggestions quickly.

3. Retention Strategies

Retaining existing users is cheaper. Acquiring new is expensive. Try by offering:

• Personalised reminders and push notifications
• Discounts for long-term plans or referrals
• Family plans and multi-user logins
• Gamification: badges, streaks, or rewards

According to McKinsey, personalisation can boost retention by up to 20%.

Conclusion

Launching an OTT platform is similar to a marathon! Not a Spring!! It requires a precise strategy and patience. This 8-week checklist puts you on a clear path to help you plan and execute your OTT project.

Focusing on strategy, content, technology, and user experience prepares you to stay ahead in the fast-growing OTT sector.

Need help building your OTT platform? Enveu’s end-to-end solutions can turn your vision into reality faster and smarter. 

Book a Demo with Our Experts to start building your platform today!