Build vs Buy (OTT)

Build vs Buy is the decision between custom-building your OTT apps and backend (maximum control) or adopting a pre-built OTT platform (faster launch, lower operational burden). The right choice depends on timeline, uniqueness of UX, integrations, and long-term total cost.

Speed vs control Cost tradeoffs Ops ownership Device parity

What this decision is

Choosing whether to create a custom OTT stack (apps + backend + workflows) or adopt a pre-built OTT platform that you configure, brand, and extend.

Build: custom apps, custom workflows, full control
Buy: faster launch using an existing platform
Hybrid: buy core, customize UX or modules

When it shows up

This comes up when speed-to-market collides with requirements like unique UX, deep integrations, and multi-device parity.

You need a launch in weeks, not months
Your experience must match a unique content format
You have strict enterprise security or SLA requirements

What “buy” typically includes

Pre-built apps across Web, iOS, Android, Smart TVs
Content management + metadata workflows
Monetization modules (SVOD/TVOD/PPV/ads) and entitlements
Analytics + integrations (SSO, payments, messaging, ad tech)
Upgrades, device parity, and platform maintenance

Watch-outs

Custom UX depth can be limited by templates
Roadmap dependencies for missing features
Migration cost if you switch later
Integrations may still require engineering

Decision at a glance

Use this to sanity-check your choice

Time-to-market

Buy is faster

Launch in weeks/months vs multi-device build timelines.

Control

Build is highest

Own UX, roadmap, and architecture choices.

Cost profile

Build is higher upfront

Engineering + maintenance vs subscription/licensing.

Ops burden

Build is higher

Incidents, upgrades, device parity, monitoring are on you.