Enveu Media & OTT Glossary

Streaming Tech 4K 4K is an ultra-high-definition video resolution of 3840×2160 pixels, providing four times the detail of Full HD for premium viewing experiences. Apps & Devices A/B Testing A/B testing compares two variants to optimize performance. Monetization Ad Break An ad break is a scheduled point in video playback where ads are shown. Monetization Ad Monetization Ad monetization is the process of generating revenue from video ads. Advertising Ad Server An Ad Server manages, selects, and delivers video advertisements based on targeting and campaign rules. Monetization Ad Targeting Ad targeting delivers ads to viewers based on audience and contextual data. Monetization Ad-Supported Streaming Ad-supported streaming is a content delivery model where viewers watch video content for free or at a lower cost in exchange for viewing advertisements. Streaming Tech Adaptive Bitrate Streaming (ABR) Adaptive Bitrate Streaming dynamically adjusts video quality based on network conditions. Apps & Devices Android App An application built specifically for devices running the Android operating system. Apps & Devices Android TV App An app built for television devices running the Android TV operating system. Apps & Devices App Publishing App Publishing is the process of submitting, reviewing, approving, and distributing an application on app stores like Apple App Store and Google Play Store. Apps & Devices App Review Process The App Review Process is the evaluation performed by app stores to ensure an application complies with technical, security, and content guidelines before approval. Apps & Devices App Store The App Store is Apple’s official marketplace for discovering, downloading, and updating iOS and tvOS applications. Apps & Devices App Versioning App Versioning is the practice of managing and tracking different releases of an application over time. Apps & Devices Apple TV App An application built for Apple TV devices using Apple’s tvOS platform. Monetization ARPU (Average Revenue Per User) ARPU measures the average revenue generated per user over a defined period. Analytics Attribution Attribution is the process of identifying which marketing channels, campaigns, or touchpoints contributed to a user action such as an install, signup, or subscription. Monetization Audience Segmentation Audience segmentation groups users based on behavior and attributes. Apps & Devices Authentication Authentication is the process of verifying the identity of a user or device before granting access to an application, platform, or service. Apps & Devices Authorization Authorization is the process of determining what an authenticated user or device is allowed to access or perform within an application or platform. Streaming Tech AV1 AV1 is a royalty-free, open-source video codec developed by the Alliance for Open Media that delivers better compression efficiency than H.265 — making it the next-generation codec for bandwidth-efficient OTT streaming. Monetization AVOD Advertising-based Video on Demand where users watch content for free with ads. Streaming Tech Bitrate Bitrate is the amount of data transmitted per second in a video stream — measured in Mbps or Kbps — and is the primary lever controlling the tradeoff between video quality and bandwidth consumption in OTT streaming. Apps & Devices Bookmarking Bookmarking lets users save videos to a personal list so they can easily find and watch them later. Streaming Tech Buffering Buffering occurs when video playback pauses to load more data. Apps & Devices Build vs Buy (OTT) Build vs Buy (OTT) is the strategic decision between developing a custom OTT platform in-house or adopting a pre-built OTT solution to balance control, speed to market, cost, and operational complexity. Streaming Tech Catch-Up TV Catch-Up TV is a feature that lets viewers watch previously broadcast content on demand — after it has aired on a linear schedule — within a defined availability window. Streaming Tech CDN (Content Delivery Network) A CDN (Content Delivery Network) is a globally distributed network of servers that caches and delivers video content from locations close to viewers — reducing latency, buffering, and origin server load at scale. Monetization Churn Churn measures the rate at which users cancel or stop using an OTT service. Streaming Tech Cloud Playout Cloud Playout is a software-based system that schedules, assembles, and delivers linear TV channels over the internet — replacing traditional broadcast hardware with cloud infrastructure for flexible, scalable channel operations. Streaming Tech Codec A codec compresses and decompresses video for streaming and playback. Analytics Cohort Analysis Cohort analysis is an analytics method that groups users based on shared characteristics or actions and tracks their behavior over time to understand engagement, retention, and churn patterns. Apps & Devices Concurrency Control Concurrency Control limits how many simultaneous streams an account can play. Apps & Devices Connected TV (CTV) Connected TV (CTV) refers to television devices that are connected to the internet and can stream video content through apps, platforms, or built-in operating systems. Content Content Availability Content availability defines when and where content can be accessed. Content Content Discovery Content Discovery is the set of features and systems that help viewers find relevant content to watch on an OTT platform — through recommendations, search, editorial curation, and navigation. Content Content Ingestion Content ingestion is the process of bringing video assets and metadata into an OTT platform. Content Content Management System (CMS) A Content Management System (CMS) is a software platform used to create, manage, organize, and publish digital content without requiring deep technical knowledge. Apps & Devices Content Personalization Content Personalization tailors the OTT experience by showing users relevant content based on their behavior, preferences, and context. Content Content Publishing Content publishing makes video content available to end users. Analytics Content Recommendation Content recommendation is the algorithmic process of surfacing relevant titles to individual viewers based on their viewing history, preferences, and behaviour — the engine behind "what to watch next" on every OTT platform. Apps & Devices Content Restrictions Content Restrictions define where, when, and how content can be accessed. Content Content Scheduling Content Scheduling controls when content becomes available or expires. Content Content Workflow Content workflow manages review, approval, and publishing processes. Apps & Devices Continue Watching Continue Watching lets viewers resume content from where they left off, across sessions and devices. Monetization CSAI (Client-Side Ad Insertion) CSAI inserts ads on the client side during video playback using the video player. Monetization CTV Advertising CTV Advertising refers to video advertisements delivered on Connected TV devices through OTT and streaming applications instead of traditional broadcast television. Apps & Devices Custom OTT App A custom OTT app is a streaming application built from scratch by an operator's engineering team — offering maximum control over UX, features, and architecture, at significantly higher cost and longer timeline than white-label alternatives. Apps & Devices Device Management Device Management tracks and controls which devices can access an OTT account. Streaming Tech Digital Rights Management (DRM) DRM (Digital Rights Management) is the technology that protects video content from unauthorized access, copying, and redistribution — enforcing who can watch what, on which devices, and for how long. Monetization Direct Carrier Billing Direct Carrier Billing (DCB) is a payment method that lets users pay for OTT subscriptions and digital content by charging the cost directly to their mobile phone bill — no credit card required. Monetization Direct-Sold Advertising Direct-sold advertising is a monetization model where ad inventory is sold directly by a publisher or platform to advertisers through negotiated deals rather than automated auctions. Apps & Devices Download-to-Go Download to Go is an OTT feature that lets subscribers download content to their device for offline viewing — watching without an internet connection, within a rights-defined availability window. Advertising Dynamic Ad Insertion (DAI) Dynamic Ad Insertion (DAI) is a method of inserting targeted advertisements into video streams in real time based on user, device, or contextual data. Streaming Tech Edge Caching Edge caching stores content closer to users to reduce latency. Analytics Engagement Metrics Engagement Metrics measure how users interact with content and features on an OTT platform. Analytics Engagement Rate Engagement Rate measures how actively users interact with content or an OTT app over a period of time, relative to total viewers or sessions. Monetization Entitlement Entitlement defines whether a user is authorized to access specific content. Content EPG EPG (Electronic Program Guide) is a digital interface that displays scheduled programming information, allowing viewers to browse, navigate, and select live TV content across channels and time slots. Streaming Tech FAST (Free Ad-Supported Streaming TV) FAST is a streaming model where users watch free, linear TV-like channels supported entirely by advertisements. Apps & Devices Feature Flags Feature Flags allow OTT platforms to enable or disable features dynamically without redeploying apps. Apps & Devices Fire TV App An app built for Amazon Fire TV devices. Streaming Tech Full HD Full HD (FHD) is a video resolution standard of 1920×1080 pixels (1080p) that delivers sharper detail and better clarity than HD — the most widely adopted resolution across modern streaming platforms, broadcast TV, and consumer displays. Streaming Tech Geo-Blocking Geo-blocking restricts content access based on location. Apps & Devices Google Play Store The Google Play Store is Google's official app distribution platform for Android devices — the primary channel through which OTT platforms publish, update, and distribute their Android apps to viewers globally. Streaming Tech H.264 H.264 is a widely used video compression standard. Streaming Tech H.265 (HEVC) H.265 is a high-efficiency video codec that reduces bandwidth usage. Content Headless CMS A Headless CMS manages content centrally and delivers it via APIs to multiple platforms. Streaming Tech High Definition High Definition (HD) is a video resolution standard of 1280×720 or 1920×1080 pixels that delivers sharper, clearer images than standard definition — widely used across broadcast TV, streaming platforms, and digital content to enhance viewer experience. Streaming Tech HLS (HTTP Live Streaming) HLS (HTTP Live Streaming) is Apple's adaptive bitrate streaming protocol that delivers video over standard HTTP by breaking streams into small segments — the most widely supported streaming protocol across OTT devices globally. Apps & Devices Hybrid App A hybrid app uses web technologies wrapped inside a native container to run across multiple platforms. Apps & Devices iOS App An application designed to run on Apple devices using the iOS operating system. Streaming Tech Just-In-Time Packaging (JITP) Just-In-Time Packaging (JITP) is a video delivery technique where streaming formats like HLS or MPEG-DASH are generated dynamically at request time instead of being pre-packaged. Streaming Tech Key Rotation Key Rotation is a security practice in DRM systems where encryption keys are periodically changed during video playback to prevent content piracy. Streaming Tech Latency Latency is the delay between video capture and playback. Streaming Tech Linear TV Linear TV is a traditional broadcast model where content is scheduled and delivered to all viewers simultaneously on a fixed timetable — you watch what's on, when it's on. Streaming Tech Live Streaming Live streaming delivers real-time video content to viewers over the internet. Streaming Tech Live-to-VoD Live to VoD is a pipeline that automatically converts a live stream into an on-demand video asset — making broadcast content available for catch-up viewing immediately or shortly after the live event ends. Content Localization Localization adapts content for different languages and regions. Content Long-Form Video Long-form video refers to extended video content, typically longer than 10 minutes, designed for in-depth viewing and sustained engagement. Streaming Tech Low Latency Streaming Low latency streaming reduces the delay between live video capture and playback. Monetization LTV (Lifetime Value) LTV (Lifetime Value) is the total revenue a subscriber generates for an OTT platform from their first payment to cancellation — the single metric that ties acquisition cost, retention, and monetization together. Content Media Orchestration Media Orchestration is the automated coordination and management of video content workflows across encoding, packaging, delivery, and monetization systems to ensure seamless multi-platform distribution. Content Metadata Structured information that describes, organizes, and enables discovery of video content on OTT platforms. Content Metadata Enrichment Metadata enrichment enhances content data for better discovery. Content Micro Drama Micro Drama is a short-form, episodic video format designed for mobile-first consumption, featuring highly condensed storytelling in episodes typically lasting under 5 minutes. Streaming Tech MPEG-DASH MPEG-DASH is an adaptive streaming protocol for delivering video over the internet. Streaming Tech Multi-CDN Multi-CDN is a content delivery strategy where an OTT platform uses multiple CDN providers to distribute video streams, improving reliability, performance, and failover resilience across regions and networks. Apps & Devices Native App A native app is built specifically for a single platform using its official programming languages and tools. Apps & Devices Offline Access (PWA) Offline access in Progressive Web Apps (PWAs) allows users to continue accessing selected content and app features even when there is no internet connection or limited network availability. Streaming Tech Origin Server An origin server is the primary source server that stores and serves the master copies of video content — the upstream source that CDN edge nodes pull from when a requested segment is not already cached. Apps & Devices OTT Apps OTT apps deliver video content directly over the internet without traditional cable or satellite infrastructure. OTT OTT Platform An OTT platform is a software infrastructure that delivers video content directly to viewers over the internet — without cable, satellite, or broadcast intermediaries. Apps & Devices Parental Controls Parental Controls restrict content access based on age ratings, profiles, and viewing rules. Monetization Pay-Per-View Pay Per View (PPV) is a content monetization model where viewers pay a one-time fee to access a specific video or event — such as a live concert, sports broadcast, movie, or premium show — without needing a subscription. In the OTT industry, PPV is widely used for exclusive live events (e.g., premieres, sports matches, concerts) and special releases that audiences are willing to pay extra for. Unlike subscriptions where users pay for ongoing access, PPV focuses on single-event or single-asset transactions, making it ideal for high-value, time-sensitive content. Monetization Payments Payments enable users to purchase subscriptions or transactional content. Content Personalization Personalization tailors content experiences to individual users. OTT Platform Ownership Platform ownership refers to the level of control a business has over its OTT platform, including data, technology stack, roadmap, branding, and customer relationships. Analytics Playback Analytics Playback Analytics tracks how users consume video content, including play events, buffering, pauses, completions, and errors during playback. Monetization Programmatic Advertising Programmatic advertising is the automated buying and selling of digital ad inventory using data-driven technology and real-time bidding instead of manual ad placements. Apps & Devices Progressive Web App (PWA) A Progressive Web App combines web accessibility with app-like features such as offline access and push notifications. Apps & Devices Push Notifications Push notifications are real-time alerts sent by an OTT app to a viewer's device — used to drive re-engagement, promote new content, and bring subscribers back to the platform without them opening the app first. Analytics QoE (Quality of Experience) Quality of Experience (QoE) measures how end users perceive the overall quality of video playback, including startup time, buffering, video clarity, and playback stability. Analytics QoS (Quality of Service) QoS measures the performance and reliability of video delivery networks. Streaming Tech Rebuffering Rebuffering occurs when video playback stops and restarts due to insufficient data in the player buffer. Monetization Recommendation Engine A recommendation engine is the algorithmic system that analyzes viewer behaviour and content attributes to predict and surface the most relevant titles to each individual viewer — powering personalized content discovery on OTT platforms. Apps & Devices Release Management Release Management is the process of planning, scheduling, and controlling application releases across app stores and devices. Monetization Renewals Renewals manage recurring subscription continuation. Analytics Retention Retention measures a platform’s ability to keep users engaged and active over time after their initial signup or first interaction. Streaming Tech Rights Management Rights management controls legal usage of video content. Apps & Devices Roku App An application built for Roku streaming devices and Roku TV. Advertising Server Side Ad Insertion SSAI (Server-Side Ad Insertion) is a technique that stitches ads directly into a video stream on the server before delivery — making ads indistinguishable from content and immune to ad blockers. Apps & Devices Session Management Session Management controls how user playback sessions are created, tracked, and validated. Short-Form Short-Form Video Short-form video refers to brief, highly engaging video content typically lasting from a few seconds to a few minutes, optimized for mobile-first consumption. Apps & Devices Single Sign-On (SSO) Single Sign-On (SSO) is an authentication method that allows users to log in once and access multiple applications or services without re-authenticating. Streaming Tech Single-CDN Single CDN is a content delivery strategy where an OTT platform relies on one content delivery network provider to distribute video streams to users across regions and devices. Apps & Devices Smart TV Apps Smart TV apps are applications built specifically for television operating systems to deliver content on large screens. Apps & Devices Social Login Social Login is an authentication method that allows users to sign in to an app or platform using existing accounts from third-party providers such as Google, Apple, or Facebook. Apps & Devices Startup Time Startup time measures how long it takes for a video to start playing. Monetization Subscription Management Subscription management handles plans, billing, renewals, and access control. Monetization SVOD Subscription Video on Demand (SVOD) is a streaming model where viewers pay a recurring fee to access a library of content. Streaming Tech Time-Shifted TV Time-shifted TV lets users pause or rewind live broadcasts. Streaming Tech Transcoding Transcoding is the process of converting a video file into different formats, resolutions, and bitrates to support multiple devices and streaming conditions. Monetization TVOD (Transactional Video on Demand) TVOD (Transactional Video on Demand) is a pay-per-access monetization model where viewers pay individually for each title, rental, or live event — rather than through a recurring subscription. Short-Form UGC (User-Generated Content) UGC (User-Generated Content) is video, audio, or written content created and uploaded by viewers or community members — rather than by the platform or professional studios — and published on an OTT or streaming platform. Advertising User Acquisition User acquisition refers to the strategies and activities used to attract new users to an app or platform and convert them into registered or active customers. Apps & Devices User Profiles User profiles are individual viewer accounts within a shared OTT subscription — each with their own watch history, recommendations, continue watching, and parental control settings. Advertising VAST (Video Ad Serving Template) VAST is the IAB standard XML format that tells a video player how to request, display, and track a single ad. Short-Form Vertical Video Vertical video is a video format designed for portrait orientation, optimized for mobile-first viewing experiences. Content Video CMS A Video CMS is a CMS built specifically for managing video content and metadata. Streaming Tech Video Encoding Video encoding converts raw video into digital formats suitable for streaming. Streaming Tech Video Player A Video Player is a software component that decodes, renders, and controls video playback across web, mobile, and OTT devices. Analytics Video QoE (Quality of Experience) Video QoE measures the end-user experience during video playback. Streaming Tech Video Transcoding Video transcoding converts encoded video into multiple formats and bitrates. Advertising VMAP (Video Multiple Ad Playlist) VMAP is the IAB standard XML format that defines a video's ad schedule — where breaks occur and what plays in each. Content VoD (Video on Demand) VOD (Video on Demand) is a content delivery model that lets viewers watch video content whenever they choose — on any device, without being tied to a broadcast schedule. Apps & Devices Web App An application accessed through a web browser without installation. Apps & Devices White-Label App A white-label OTT app is a pre-built, fully functional streaming application that a media brand adopts, customizes with their own branding, and launches as their own product — without building from scratch. Apps & Devices Xcode (iOS Build Tool) Xcode is Apple’s official integrated development environment (IDE) used to build, test, and publish iOS, tvOS, watchOS, and macOS applications. Analytics Youbora Analytics Youbora is NPAW's Quality of Experience (QoE) analytics platform for OTT streaming — providing real-time monitoring of playback quality, viewer behaviour, and content performance across all devices and CDNs. Streaming Tech Zero-Latency Streaming Zero-Latency Streaming is a live streaming approach designed to deliver video to viewers with near-real-time delay, minimizing the gap between content capture and playback.