Master OTT Strategy: Conquer the Streaming Landscape

Rishabh Jain Nov 8th, 2023

The number of subscriptions to video-on-demand services worldwide is projected to reach approximately 947 million by 2024. This number exceeds the number of subscriptions in 2018 – many content owners and licensors are considering multiple ways to execute their OTT experiences. It is becoming clear that media companies will need to go beyond linear broadcasting to meet the changing interests of audiences. According to the Deloitte’s annual Digital Media Trends survey in 2019 found that – for the first time in their results – more people have at least one video streaming subscription (69%) than a traditional pay TV subscription (65%). But as the number of OTT viewers is increasing, the market is becoming increasingly crowded. While it’s a hard number to pin down how many new streaming services are launching each year, conventional wisdom suggests there should be at least 500 new OTT platforms launching annually for the next three years. This surge in competition underscores the need for a well-defined OTT strategy, one that effectively differentiates a service from its competitors and captures a significant share of the growing OTT audience.

How To Improve an OTT Video Business

If you want to improve your OTT video business, you need to take care of the massive audience reach of your OTT platform. Mass audience is a calculated and well-researched mix of strategies implemented to reach the targeted people at a real time. The current model for gaining popularity on your OTT video platform is

OTT Strategy

The above strategies are required for a great marketing idea, such as- Unique Selling Proposition (USP). According to the USP of the brand, every aspect of OTT video marketing strategies should be planned. This will help differentiate a business from its competitors, thus answering the question.

OTT Content Strategy: Did you know that your content strategy is the roadmap to the long-term success of your video businesses? Therefore, it is important for you to create an engaging, relevant and unique content that can help you build your audience. The OTT and streaming video market continues to grow, which means more opportunities More competition. It doesn’t matter whether you’re a broadcaster, independent creator, multi-media brand, content network, or YouTube creator – a content strategy is critical to the success of every OTT video business.

In 2018, nearly 57% of B2C marketers said they planned to increase their content marketing spend in the next year.

This step will define your goal and ensure that your content drive traffic to the website or promote something new. You’re enable to a more focused approach, and also helps in tracking progress. After that you’re able to create a Target Group (TG) for your business and each product or service. The TG profile serves as a skeleton around which the entire OTT content strategy is built.

OTT Monetization Mastery: Strategies for Maximizing Revenue Streams

And your created content strategy will help in providing reach to the audience through well-developed OTT architecture. This is carefully achieved through top OTT solution providers that provide viewing preferences to your audience.

OTT Audience Strategy: You can find existing and potential customers on multiple social media channels. You can take advantage of this fact to buy social media advertising and attract new customers. But can you use it to increase engagement with your existing users? Definitely! Enriching your brand’s social media activity can alert customers to the latest videos appearing on your OTT platform. You can ask your audience what they think about a specific video, what they plan to watch, or if they’re excited about the premiere of a new movie.

OTT Distribution Strategy: Various traditional and digital distribution channels are out there, helping to promote OTT content. Previously, it was used on over-the-air broadcast networks, movie theaters, and cable networks. With advanced technology, the use of video rental stores, VCRs, and DVD players allowed for a slight change in time, allowing people to watch media at their leisure rather than relying on cable networks. With the emerging internet, it brought with it the opportunity to watch any video on demand. Consumers now have complete control over what they want to watch and when they want to watch it, ushering in an era of over-the-top advertising and entertainment.

OTT Marketing Strategy: Marketing is a strategy to promote the service to targeted customers at the right time and in the right way. Marketing strategies require a lot of pre-planning, but they can provide very generous returns. Some videos are easy to promote, while others are relatively difficult to promote. This is why you need to prepare a solid marketing strategy for your OTT app development and video platform as soon as you launch the video. Each channel you use to promote content should require a different strategic approach.

OTT Monetization Strategy: Advertising-supported monetization (AVOD) OTT is completely different now than it was five years ago. It caters to the needs of the audience and is an attractive tool for brands, small businesses, and influencers. It provides a platform to advertise better, build business, and reach a wider audience. With the AVOD model, viewers can access the content for free. OTT players can generate revenue by charging advertisers to show their ads on the platform.

This model works best when the audience is a mix of different segments and is willing to trade off ads to save on subscription costs. Advertisements can be videos, tickers, or sponsor screens lasting a few seconds. A recent Deloitte survey shows that 55% of US residents use an ad-supported video streaming service. OTT has taken this to another level as advertisers have access to a more relevant audience. With profiling available based on audience interests and preferences, advertisers can benefit from higher conversions. If the audience is specific or the time or content is of high interest, content service providers may ask advertisers to pay more. Different audiences see different, personalized ads when viewing the same content. Since the advertising ecosystem is automated, the auction of ad space takes place in a matter of seconds, ensuring that viewers see the best matching ads.


As we are witnessing a major tectonic shift in the consumption habits of global consumers, this presents an opportunity for every OTT provider, regardless of their budget, size, and industry. SVOD, AVOD and TVOD monetization models will likely keep changing. Weave, so we can expect more innovative approaches in the rapidly evolving OTT and CTV markets.

The OTT market includes all publishers, as long as they have a sufficient budget. Even if you’re a small publisher, you should have no trouble getting some ad deals (for example, with SpotX or Google ADX) to start monetizing and building your revenue stream. The only real barrier to entry into the market will be whether you have a team large enough to handle your development needs.

Frequently Asked Questions (FAQ)

Ans: OTT strategy is crucial for businesses as it provides a direct avenue to reach a broader audience through digital channels. With the increasing trend of cord-cutting, where viewers abandon traditional TV subscriptions, having a solid OTT strategy allows businesses to stay relevant and engage with their audience through on-demand content delivery.

Ans: Businesses can monetize their content on OTT platforms through various methods, including subscription-based models, pay-per-view, and ad-supported models. By understanding their target audience and content consumption patterns, businesses can choose the most suitable monetization strategy for their OTT content.

Ans: Developing a successful OTT content strategy involves understanding the target audience, creating high-quality and engaging content, optimizing the user experience, and leveraging data analytics for insights. It’s essential to stay updated with industry trends and technology to ensure the longevity and effectiveness of the OTT content strategy.

Ans: The success of an OTT strategy can be measured through various metrics, including subscriber growth, viewer engagement, retention rates, and revenue generated. Utilizing analytics tools and tracking key performance indicators (KPIs) helps businesses assess the effectiveness of their OTT strategy and make informed decisions to enhance their content delivery and audience reach.

Ans: Small businesses can succeed in OTT by focusing on niche content, collaborating with influencers for visibility, and using cost-effective production methods. Utilize social media for promotion and engage with your audience to build a dedicated viewer base.

Rishabh Jain - Director, Product Development, Enveu
Rishabh Jain is one of the co-founders and heads the Product Development at Enveu. A tech evangelist and deep tech advocate, he has been working in the Technology space, being part of many Big Data and IoT initiatives for over 10 years.

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