Adopting a Cross-Platform Mindset for OTT
In my last piece, I talked about the paradigm for success that all OTT services should follow. Those paradigms are Distribution + Experience + Content.
- Reach the largest number of users you can.
- Give them a stellar app experience.
- Provide them with engaging content.
I also talked about how the current state of media and entertainment makes the first two paradigms (distribution and scale) so hard to achieve. Too many streaming devices, with differing software and hardware requirements, means more time, money, and energy spent on just getting an app up and running.
Building the same OTT app over and over again for each new platform quickly becomes untenable. Teams get bogged down with maintaining parity across each individual device rather than evolving the product. Compromises have to be made on user experience, which platforms to support, or both.
As you deploy to more devices and platforms, complexity and costs increase while your ability to maintain control and focus decreases.
This is why we at You.i TV believe the entire development model of OTT needs to shift to a cross-platform approach. Deploying on platforms like Roku, Apple TV, or Xbox should be an equal and iterative process. The hardware and OS should not dictate whether a service can be available to users.
We’re proposing moving away from siloed, per-platform builds and instead, adopting a holistic approach that encompasses any form factor and OS. Where teams think about multiple devices from the start and use a cross-platform technology solution to port their app(s).
If this sounds too aspirational, it’s not. This is how the gaming industry operates. Video games are not built for one console at a time. They are designed for cross-platform play from the start and ported to target devices with a gaming engine. It’s also how You.i Engine One solves for distribution in video app development.
Before this shift can happen in OTT, a change in mindset is needed.
We’ve put together a list of considerations when adopting this new mindset and tuning your organization accordingly. This list is not meant to be exhaustive. Rather, it’s meant to serve as a foundational approach to building for multiscreen from a cross-platform framework.
These considerations are:
- Build for One Platform
- Build with One Team
- Design First
- Accelerate Through Automation
To learn more, download our free whitepaper, Adopting a Cross-Platform Mindset for OTT.