Media and entertainment OTTs have seen a surge in active users and time spent on platform especially post Covid-19. However, for OTT apps to become the dominant channel of content delivery, the experience on them must match that of linear satellite TV where buffering and slow play start times are unknown concepts. Whether it is VoD apps, news apps or other video based social apps, mastering the art of content delivery is mission critical to the business.
In this highly competitive market, where there exist not only bigger international Apps but also regional players, success is determined by the quality of experience that the Apps are able to deliver. Often, the blame of poor experience is put on network service providers but with the entry of new technology like 5G, Wi-Fi 6 and Edge CDNs, onus of experience is going to be as much on first and middle mile as in last mile components. Combine this with the complexity of various device / OS combinations delivering consistent user experience becomes a challenging task