Enveu Media & OTT Glossary
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A practical knowledge base for OTT platforms, streaming tech, monetization, playback, analytics, DRM, FAST, and media operations. Use A–Z to browse or search to jump to a term.
A/B testing compares two variants to optimize performance.
A/B testing is an experimentation method used to compare two or more variations of a feature, design, or experience to determine which performs better. In OTT platforms, it helps teams make data-driven decisions instead of relying on assumptions.
Small changes in user experience can have a significant impact on engagement, conversion, and retention. A/B testing allows OTT platforms to continuously optimize playback flows, content discovery, monetization, and onboarding by validating what actually works for viewers.
Users are randomly split into different groups, each exposed to a different variation of a feature such as a homepage layout, recommendation rail, CTA, or pricing message. Performance is measured using metrics like click-through rate, watch time, conversion, or churn to identify the winning variant.
A/B testing is used across OTT apps, web platforms, and Smart TVs to optimize home screens, player behavior, content promotion, subscription flows, and notifications. It often works alongside analytics, feature flags, and audience segmentation tools.