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Diversity & Inclusion

Going Global – What Does OTT Platform Need?

Suppose you already have an OTT platform, but you transmit videos only to the local population. And you feel that you have covered everyone in that region. Here, you cannot do anything to grow your audience. And you start thinking about expanding your OTT content delivery by covering new markets. 


If you are an OTT service provider, you are familiar with OTT Middleware. It helps you manage subscribers, content, monetization models, and user interface.

What can help you cover new markets? 

  • CDNs that deliver videos across new territories without latencies. 
  • OTT apps that allow people to view videos on any device they have

CDN is what helps OTT providers go global and cover new markets. It is a network of servers distributed across the world. When an end-user accesses a video, it is delivered from an original server to a server close to them and cashed on it. Due to a reduced distance, latencies are lower, and users can watch videos without interruptions. 

OTT applications help your service adapt to consumers’ opportunities and preferences. Not everyone can and wants to view videos on small smartphone screens. Many prefer Smart TVs and 4K quality, and some people have only laptops. 

Multi-platform capabilities allow users to decide which device to use. They don’t need to invest in additional devices, which makes OTT services convenient and preferable. 

Covering new places and more devices can help expand a business and increase revenue. 

OTT strategy

We will not speak about the OTT strategy right now. It is a huge process. If you are interested, you can read an article about OTT strategy on that blog. 

What we can cover is marketing. You can have the brightest idea for a new OTT service, but if the marketing is poor, the world will not learn about your project. 

It also doesn’t mean that you need to hurry up and cover all possible marketing channels. No. You will waste a lot of time and money. 

It is better to understand what channels your potential customers use and introduce them to your strategy. For that, research is necessary. Also, you can create an audience portrait in the way you see these people and test it, implementing changes in the process. 

People from new markets will be different from those you are used to. Trying to apply familiar tools and techniques to a new market may come at a cost with low profit. 

After defining marketing channels, make sure you are informative, engaging, and on the same page with your customers. 

Thorough research: new markets are different from those you have already covered

You should research thoroughly to understand your audience from a new location. The approach that works for one audience will not work for another. 

Suppose you stream videos for English people but want to attract the French population. Some French people will know English and be able to use your platform without difficulties. But the rest of them don’t speak English. To attract them, you will need to do more work: translate the platform, add subtitles or french audio tracks, and localize content. 

To do everything properly, it is better to research and understand what new people might like and what they don’t like. Additional changes can be introduced further. 

Final Thoughts

Going global or covering new markets is a huge and difficult process. A lot of work shall be done. But it can be profitable too. You can at least try doing something in that direction. And analyze the result after.

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