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What are Over-The-Top Services and White-Label Apps in a Nutshell?

Updated: Jun 6, 2023

Living the american dream had a lot of meanings, but one thing that America definitely managed to conquer was the art of entertainment and how content was produced, distributed and consumed. Coca-Cola, denim jeans, and television dinners in post-war America. Families ate their dinners while watching TV - this was a normalized trend across America that finally globalized its way to the rest of the world. We're going to go ahead and call it: the real American pastime is watching the latest must-see TV show.

And the planet is no longer watching entertainment as a household, once a week, always on entertainment. Now we all stream our content as much from our favourite mobile devices as we enjoy it on our computers and TVs. And the best part is that we have the added benefit of watching whenever we want our content. It's cool, and our need-it-now mentality and culture from the inside out are influenced (if not led) by it.

That's not to say that everything goes smoothly. Clearly, when it comes to new opportunities, the cable providers get the short end of the stick.

The major, large networks such as ABC, CBS, and the rest are the same. The demand for content, however, instead of being obsolete, is merely forcing these businesses to explore new ways to market and produce. Since many provide internet services, cable providers are still in the mix, and the main channel networks do not give up their broadcast streams, they are only still going after the OTT audience with digital streaming through apps, platforms, and more.

What are OTT services?

Any internet content provider that delivers streaming media as a standalone product is an 'over-the-top' media service. The word is generally applied to video-on-demand sites and applies to streaming audio, messaging services, or voice calling solutions based on the internet.

OTT and video are intertwined, but they are not the same thing. OTT is just a different channel through which video content (and related display or video advertisements) gets delivered to end-users.

  • Video: Video content is viewable across any device, including computers, mobile devices, televisions, OTT devices, and more.

  • OTT content: Content that comes from an OTT content provider. OTT content is viewable on multiple devices, including computers, mobile devices, OTT devices, and more.

  • OTT devices: Any device that is not desktop, laptop, or mobile but is used to consume OTT content. Examples include Smart TVs, Apple TVs, Chromecast, PlayStation, Xbox, etc.

OTT services bypass conventional forms of media delivery, such as telephone networks or cable television distributors. As long as you have access to an internet connection, either locally or via a mobile network, you can use the full service at your convenience.

What are the uses of OTT?

With over 50 percent of North Americans retaining Netflix subscriptions, it's clear consumers love OTT content. Here are just a few reasons why the format is more attractive than conventional solutions:

  • Low-cost high-value content: Streaming services are a cost-effective alternative to conventional cable packages.

  • Original content: OTT providers such as Netflix and Amazon Prime have started creating original content in recent years that is exclusively accessible through their service.

  • Multi-device compatibility: For years, watching cable television required a television set. We can watch OTT content from a wide range of devices today. Any account holder will enjoy the same OTT experience from a game console, smartphone, tablet, or smart TV.

Thanks to its internet-based delivery system, OTT platforms bypass third-party networks that traditionally managed online content. An Internet link and a compatible hardware computer are the only things customers require.

  • Mobile devices: From a supported digital storefront, smartphones and tablets can download OTT apps.

  • Personal computers: Most computers support OTT content browsing via desktop applications or web browsers.

  • Smart TVs: The new TV models also have OTT applications that are pre-installed or offer users the option to download them.

  • Digital media players: Third-party devices like Apple TV provide several OTT solutions.

There's a tremendous amount of growth opportunity because OTT is a relatively new phenomenon. Many businesses are entering the OTT space, contributing to a wide range of consumer options and growing quantities of advertisers' ad inventory. The way to reach these customers would eventually be through OTT platforms as more consumers 'cut the cord' and shift towards online-only media consumption.

It's also worth remembering that OTT services are still relatively new and could undergo significant changes as best practices are refined. We believe that OTT platforms could one day be bundled, much like traditional cable packages. If you want to know more about our OTT services, contact us here.

Basically, our technologies and teams can create a streaming or VOD application following your requirements. And your branding as well. We have the technology because we're already running our own successful VOD platform which is Telly. Like with every business and its ups and downs, we have learned and evolved Telly into a futuristic VOD platform specified for the Arab region over the years. We have all of the information, the technology, the UI/UX ideas there, and we did all the benchmarking of competitors. So we use all of that to create a platform for our clients - and because we have all of this information already, we're able to provide a better experience for our clients. - Fahed AlGamal, Digital Generalist, Cinemagic.

Despite most challenges, OTT technology has immense potential. Video streaming services are on the rise globally. OTT platforms should also consider the benefits of tiered monetization. While most solutions are subscription-based, 20% of subscribers also made in-app purchases in 2018. Casting a wide net for monetization methods could help OTT solutions grow in the years ahead. Performance marketing has proven to be an especially successful method of attracting subscribers to OTT platforms in a scalable and predictable way for marketers.

What are White-Label Apps?

The thing is, digital media planning is an industry on its own that could thrive on the backbone of these AVOD apps. For any content provider out there, it would be smart to use OTT service providers and get their apps created. Because these apps can't only be monetized but you can actually track your traffic and data so it's a great thing for digital advertisers too! - Mohammed Hussnain, Digital Advertising Officer, Cinemagic.

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