Optimisation of Over-The-Top (OTT) Content for Multimedia Apps

Many believe that optimising over-the-top (OTT) content is similar to augmenting the written content. That’s no longer the case: optimising over-the-top (OTT) content is undeniably on of the trickiest task for content marketers and business developers across the globe. Popularity of devices such as smartphones and tablets has expanded the outreach of OTT content but simultaneously increased the complexity in analysing which video or image sells more than the other. Figuratively, one can estimate that a person watching television is less aware of the benefits of availing OTT content through such devices and designated applications. Optimisation of content for over-the-top device apps helps such people address the untapped opportunities of business exposure through interesting modes of content delivery.

One such method involves the proliferation of an OTT app that caters to the urging need for extending consumer affinity with the content. Psychographic needs of device users can be met by designing such an app that utilises customers as brand advocates. Consider Apple TV as a multimedia device that can broadcast over-the-top content. Simplicity of Apple TVs and similar “smart” televisions instigates the creation of OTT apps, but developers are advised to do so on the basis of a grid layout – since grid-based OTT apps are easier to navigate on devices such as Apple TVs. Delivering OTT content for such devices further necessitates the dynamic nature of the content and personalisation of videos, text and other media included as a collateral content.

Real-time optimisation of over-the-top content availed through Apple TVs gives a huge benefit for optimisers and analysers at the other end. Updated consumer preferences aid the optimisation of OTT content by streamlining and prioritizing data according to the user’s top searches.

Global Over-The-Top (OTT) Content Market

According to Future Market Insights, the global market for over-the-top content reached an estimated market value of US$ 47.7 billion in 2015 and incurred a sizeable growth to reach US$ 53.2 billion in 2016. The demand for over-the-top content in video format will remain comparatively higher than other content types. Additionally, proliferation of smartphones will continue triggering a considerable rise in VoIP services, audio streaming content and online video buffering. Among the revenue models incorporated for sales of OTT content, AVOD model has been estimated to have procured nearly US$ 17.3 billion on revenues in 2015. Video OTT content sold in 2015 has been able to amass revenues worth over US$ 24 billion, while devices such as smartphones and tablets served as the most lucrative platforms for consumption of OTT content by accounting for US$ 19.1 billion market value in 2015.

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In the report, titled “Over-The-Top Market: Global Industry Analysis & Opportunity Assessment, 2016-2026,” North America has been estimated to be leading region in the global market for over-the-top content. OTT content services in the US will continue instrumenting the expansion of North America’s clout on the global market throughout the forecast period. Nevertheless, the over-the-top content market in Asia-Pacific excluding Japan (APEJ) region will expand at a highest regional CAGR of 24.6% through 2026. Some of the leading companies participating in the global market for over-the-top content include Apple Inc., IBM, LeEco, Amazon.com, Akamai Technologies, Facebook Inc., Limelight Networks, Google Inc., Netflix Inc. and Microsoft Corporation.

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