If you’re running an OTT platform that only caters to local audiences, you may eventually hit a wall where growth slows, and you realize you’ve tapped out your existing market. The audience base you’ve built starts to feel limited, leaving you with fewer opportunities for expansion. This can be frustrating—your platform is stable, but without fresh viewers, you’re stuck in a growth plateau. At this point, expanding your OTT content into new territories becomes not just an option but a necessity to avoid stagnation and unlock new revenue streams.
Key Considerations When Going Global
For OTT service providers, OTT middleware is a familiar term. It plays a crucial role in managing subscribers, content, monetization models, and user interfaces. However, when it comes to expanding into new markets, additional tools are needed.
Additional Tools to Expand
- Content Delivery Networks (CDN): These networks enable the seamless delivery of video content across borders, minimizing latency. A CDN consists of servers spread across the globe, bringing your content closer to users. By shortening the distance between the user and the server, buffering is reduced, and video playback is smoother.
- OTT Applications: Ensuring compatibility across multiple devices is vital. Users should be able to access your platform on smartphones, Smart TVs, laptops, and more. Not everyone wants to watch content on a small screen, and some may prefer high-definition viewing on larger displays. Multi-platform support gives users flexibility and makes your service more accessible, which can be a key driver for growth.
- Content Discovery for OTT: Effective content discovery mechanisms are essential for helping users find new content tailored to their interests. Implementing recommendation algorithms and intuitive navigation features can significantly enhance user engagement, making it easier for viewers to explore and enjoy your offerings.
Expanding into new markets and increasing device compatibility can significantly boost your business and revenue potential.
OTT Marketing Strategy
While we’re not delving into a full OTT strategy here, one critical element that cannot be overlooked is marketing. You could have the most innovative OTT service, but without proper marketing, it will go unnoticed.
However, expanding your marketing efforts to every possible channel isn’t the solution. It’s better to focus on the platforms your potential customers are already using—research to define your audience and tailor your marketing approach to them. As you learn more, be prepared to adapt and refine your strategy along the way.
Different markets demand different approaches, so applying the same tactics that worked in one region may not yield the same results elsewhere.
Research and Localization
A deep understanding of your new audience is crucial. For example, if your content is primarily in English and you’re looking to enter the French market, you’ll need to address language barriers. While some French users may speak English, many won’t. Localization through translations, subtitles, or dubbed audio is essential to engaging these new viewers.
Ongoing research will help you identify content preferences, allowing you to customize your offering further to match local tastes.
Final Thoughts
Expanding into global markets is a challenging but potentially rewarding endeavor. It requires thorough research, careful planning, and the right tools. While it’s a complex process, taking the first step can open doors to significant growth. Start small, measure your results, and adjust your strategy accordingly.