11 key features to look for in an OTT platform

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The global demand for streaming services has skyrocketed, with audiences shifting from traditional cable TV to on-demand digital content. Viewers now expect high-quality, easily accessible content anytime, anywhere.

This surge in demand has led to fierce competition, making it essential for businesses to establish a strong presence in the OTT (Over-the-Top) space.

To stay ahead in the competitive streaming industry, launching an OTT platform across multiple devices is no longer optional—it’s a necessity. Users consume content across web browsers, mobile devices, and Connected TV (CTV) platforms like Android TV, Roku, Apple TV, Firestick, Samsung TV, and LG TV.

A successful OTT strategy must ensure seamless streaming and an intuitive user experience across all these platforms to maximize reach and engagement.

Building an OTT platform from scratch requires extensive technical expertise, infrastructure, and ongoing maintenance. This is where a SaaS (Software-as-a-Service) solution offers a significant advantage.

A SaaS-based OTT platform provides —

Faster Time-to-Market: Ready-to-use frameworks reduce development time

Cost Efficiency: Eliminates the need for expensive infrastructure and maintenance.

Scalability: Grows with your audience, handling increased traffic effortlessly.

Regular Updates & Security: Ensures compliance with the latest technologies and security protocols.

Defining Success: What Are You Trying to Achieve?

Now, before diving into features, let’s first break down what you want to achieve by starting your own streaming service.

Increase Subscribers: Attract and retain users with engaging content and a smooth viewing experience.

Boost Revenue: Implement diverse monetization models to maximize earnings.

Enhance Engagement: Personalize recommendations and provide interactive features to keep viewers engaged.

What features do you need?

OTT platform features can be grouped into four major categories, aligned with different business stages—from launching your service to scaling and innovating.

Core Streaming Functionality

Content Management System (CMS): Easily upload, organize, and schedule videos with metadata and playlists.

Content Delivery Network (CDN): Ensures smooth playback with minimal buffering.

Adaptive Bitrate Streaming: Adjusts video quality based on internet speed.

Digital Rights Management (DRM): Protects content from piracy.

Transcoding: Converts video formats for different devices.

Monetization & Business Operations

Flexible Monetization: SVOD, AVOD, TVOD, and hybrid models.
Advanced Analytics: Track user behavior and content performance.
Subscription & Ad Management: Automate payments and ad placements.
Marketing & CRM Tools: Email, push notifications, and audience segmentation.

User Experience & Engagement

Personalization & Recommendations: AI-driven suggestions enhance engagement.
Multi-Device Support: Seamless viewing across web, mobile, and smart TVs.
Search & Content Discovery: Optimized search for quick content access.
Offline Viewing: Downloadable content for on-the-go access.
User Profiles & Parental Controls: Personalized experiences and content restrictions.
Social & Community Features: Sharing, discussions, and engagement tools.

Advanced Features for Growth

Live Streaming & Virtual Events: Real-time engagement for sports, concerts, and webinars.
Interactive Features: Polls, quizzes, and live chats for user interaction.
Scalability & Cloud Hosting: Supports growth without performance issues.
Security & Encryption: Protects user data and ensures secure streaming.

Let’s explore each in detail now

1. Content management system

The most important feature you need to look into is an efficient CMS that can help you in all aspects of video content management - importing, managing and curating content.

OTT Platform - CMS - Checklist - Questions

Upload & manage videos

Easy ingesting (import from YT in a click) and uploading option (like FTP, MRSS feed) that saves a lot of time and makes it less daunting for the content team to handle. Modify, add or delete metatags for videos across all platforms from a single place.

Distribution

Option to connect your social media accounts (like FB, Twitter, YouTube) with the platform and automatically distribute videos to your owned & operated properties + social accounts via a simple dashboard. This will simplify your content ops and save a lot of time.

Geographic setting

The platform should provide you the flexibility to set your own content rules (that will allow or deny playback of your videos by geography).

Adaptive streaming

Optimized for adaptive bit rates to deliver video to the user in the most efficient way possible and in the highest usable quality for each specific user (240p, 360p, 720p, 1080p, 4K).

Curating videos

Should be easy to organize content into a reusable playlist for publishing.

Watermarking

Ability to add logos or watermark to your videos for content security and protect content from piracy.

Metadata

Provision to manage entire movie/series details like about cast and crew , genre, rating, and more.

Offline access

Providing the users the ability to download video and watch it in an offline mode is super convenient, particularly when they are on the go. Additionally, users can save on bandwidth playing offline.

Questions to ask your OTT platform provider about Video CMS

Can I limit access to my content by geography and devices?

Is it possible to distribute content to social media accounts from the platform?

Is it possible to schedule the publishing time in advance?

Can I organize content as shows, seasons-episodes, and playlists?

Is it possible to add a logo to the videos?

Is it possible to offer different bit rates?

Can I promote plans with discounts and coupons?

Can I have private plans for select users?

2. Create & Publish the app

Building an OTT app from scratch is a complex, time-consuming, and resource-intensive process. If the platform only provides an API and leaves development up to you, it means investing heavily in technical expertise, infrastructure, and maintenance. Custom development for multiple OTT platforms—such as mobile, web, and connected TV—requires significant effort and can delay your go-to-market strategy.

So, what to look for in an OTT platform solution?

Pre-Built Templates for Faster Deployment

An ideal OTT platform should offer ready-to-use templates that allow you to customize the app’s branding, theme, and user experience effortlessly. This eliminates the need for extensive design and coding, enabling quick deployment across platforms.

No-Code/Low-Code Development for Ease of Use

A robust OTT solution should allow you to create and launch apps with minimal to no coding required. This drastically lowers development costs and makes the process accessible even for teams without technical expertise.

Multi-Platform Compatibility

Your OTT solution should support seamless deployment across:

Web & Mobile: iOS, Android
Connected TV (CTV): Roku, Apple TV, Fire TV, Samsung TV, LG TV With multi-platform support, your content reaches a wider audience without the hassle of managing separate development processes for each platform.

White-Labeled Apps for Brand Consistency

Your app should be fully branded under your name, ensuring a seamless and professional experience for your users. There should be no third-party branding, allowing your brand identity to remain at the forefront.

Faster Time-to-Market to Stay Competitive

In today’s fast-moving streaming industry, speed is key. Pre-built solutions enable rapid deployment, so you don’t waste months on development and testing. The faster you launch, the sooner you start generating revenue and growing your user base.

Questions to ask your OTT platform provider about Apps

For which platforms do you create apps?

How much time does it take to create and launch the apps?

To what level is customization possible in pre-built templates?

3. Video Monetization

Selecting an OTT platform with robust monetization capabilities is critical to growing your business and expanding your subscriber base. Your platform should support all major revenue models, including Subscription Video on Demand (SVOD), Transactional Video on Demand (TVOD), and Advertising-Based Video on Demand (AVOD), giving you the flexibility to monetize content in multiple ways.

Monetization Options

Monetization is the backbone of any OTT platform. A strong monetization system gives you the flexibility to experiment with multiple revenue models and optimize earnings. Your platform should support all major models—SVOD, TVOD, AVOD, and more—so you can choose what works best for your audience and content strategy.

SVOD (Subscription Video on Demand) allows users to pay a recurring fee for unlimited content access. This works best for platforms offering premium, exclusive content that keeps users coming back.

TVOD (Transactional Video on Demand) is perfect for one-time purchases, where viewers can buy or rent specific content—ideal for blockbuster movies, live sports, or special events.

AVOD (Advertising Video on Demand) lets you offer free content while generating revenue through ads. This model works well for platforms looking to attract a large audience without a paywall.

Hybrid Model combines these approaches. For example, you might offer a subsidized, ad-supported tier while also providing a premium subscription for an ad-free experience.

FAST (Free Ad-Supported Streaming TV) is growing in popularity, providing scheduled, linear programming with ad breaks, similar to traditional TV.

Beyond standard monetization, offering bundles and tiered subscriptions can help attract different types of users.

Content Bundles allow you to group shows, movies, or live events into exclusive packages at a discounted rate. For example, a sports bundle might include live matches, behind-the-scenes content, and post-game analysis.

Tiered Subscriptions provide different levels of access. A basic plan might include limited content, while a premium plan offers full access, and a VIP tier comes with early releases or exclusive extras.

To drive sign-ups and retain users, your platform should allow flexible pricing strategies.

Coupons and promo codes are a great way to incentivize new users, reward loyal subscribers, and create special offers during events or holidays. You can even customize promotions based on geography or user behavior.

Merchandise: OTT is no longer just about streaming. Platforms are integrating e-commerce to sell branded merchandise, event tickets, and digital goods. This is a great way to increase revenue while strengthening brand loyalty.List item

Questions to ask your OTT platform provider about Monetization

What monetization models are supported in your platform?

Can I set up the ads by myself?

Is it easy to create and set up different subscription plans?

Can I sell my merchandise on the website and mobile apps?

Interested in a flexible platform that supports all the models? Check out how Ventuno can help you monetize your content.

4. Video Analytics

In today’s competitive digital landscape, merely sustaining your OTT service isn’t enough—you must stay ahead. The key to doing so is leveraging data-driven insights that empower you to fine-tune every aspect of your video strategy.

Analytics is the backbone of your video business, providing insights that drive growth. A robust platform should offer complete visibility into multiple key areas

Monitor Video Engagement: Track metrics like average playback time, total views, and drop-off points. Understand viewer demographics and device usage to tailor your content effectively.

Measure Revenue Metrics: Gain insights into total revenue, new versus active subscriptions, transaction volumes, and churn rates. This helps you optimize monetization strategies.

Assess Content Performance: Identify your top-performing videos and understand viewer preferences to refine your content strategy.

Enhance User Engagement: Learn how users interact with your content through detailed engagement metrics, enabling you to improve user experience.

Track App Install Data: Analyze installation trends and retention across various platforms, ensuring your app's growth and adoption.

A powerful analytics dashboard should deliver real-time, granular, and actionable insights. Look for features such as customizable reports, data export capabilities, and the ability to segment data by geography, device, and date ranges. With these insights, you can make informed business decisions—adjusting content, marketing strategies, and monetization models on the fly.

Questions to ask your OTT platform provider about Analytics

Can I export the data?

How often are the reports updated?

Can I get geo-based user consumption details?

Can I analyze the data for various date ranges?

Can I get the revenue data generated across platforms?

Can I check active app installs?

5. Video player

Your video player is the most crucial part of your OTT platform. It’s not just about playing videos—it’s about delivering a seamless, high-quality experience that keeps users engaged, ensures accessibility, and supports monetization.

So, what should you look for in a great video player? Let’s break it down.

Nothing frustrates a viewer more than buffering, low-quality playback, or having to start over because their progress wasn’t saved. A smart video player should ensure

Continue Watching – Users should be able to resume playback exactly where they left off, whether switching devices or returning later.

Adaptive Bitrate Streaming – The player should automatically adjust quality based on the user’s internet speed, preventing buffering while offering the best possible resolution.

Live & On-Demand Support – Whether you're streaming a live event or offering pre-recorded content, your player should seamlessly handle both VOD and Live Streaming (HLS).

Your audience is diverse—your player should be too! A flexible video player ensures everyone can enjoy your content the way they want.

Subtitles & Closed Captions – Support for WebSRT and WebVTT subtitles allows users to watch content in their preferred language.

Customizable Player – The ability to add branding (logos, colors, custom buttons) ensures your video player fits seamlessly into your platform’s identity.

A video player should also help you maximize revenue. If ads are part of your business model, your player must support.

Ad Integration – Compatibility with VAST, VPAID, Google IMA, and Facebook Audience Network enables you to run ads smoothly.

Manual & Auto Bitrate Switching – Users should have the option to choose video quality manually or let the player adjust it automatically.

Questions to ask your OTT platform provider about Video Player

Does the player support both VAST and VPAID tags?

Can the user resume video from where they left?

Can users enable the closed captions / subtitles in preferred language ?

Can I run both Live and VOD content?

Is adaptive streaming supported?

Can I customize the player?

6. User management

Managing an OTT platform can be overwhelming, but the right user management system makes it effortless. A robust OTT solution should allow you to create sub-user profiles, control access levels, and efficiently manage your subscribers.

Now let's break down how your user management system should be

Team Collaboration: Handling your entire content library alone can be exhausting. Instead, delegate tasks by setting up sub-user roles like content partner, editor, and moderator. This way, you act as a super-admin, assigning specific responsibilities while maintaining complete oversight.

Subscriber Management: Easily track user activity, manage subscriptions, and update user details in just a few clicks. The platform should also provide tools to block spam accounts, reset passwords, refund users, or cancel subscriptions when necessary.

Flexible Access Control: A strong user management system ensures security while allowing seamless operations. Features like onboarding/offboarding users, importing subscriber lists, and defining revenue shares for partners help streamline business processes.

Personalization: Support multiple profiles, offline downloads, and watch history for a seamless and customized user experience.

How to manage customers, partners, and employees of your OTT business in one place?

Find Out

Questions to ask your platform provider about User Management

Can I set up multiple sub-admins?

Can I define revenue shares for easy calculation of revenue while setting up a partner account?

Can different accounts have different access privileges?

Can I revoke (/grant) privileges that were already granted?

As an admin, can I block spammy users?

Can I invite/import subscribers with a list?

7. IT - infrastructure

IT Infrastructure - OTT - Streaming Services

A strong IT infrastructure is the backbone of any successful OTT platform. It ensures seamless streaming, robust security, and effortless scalability to handle growing user demands. Here’s what to look for:

Cloud Hosting for Reliability & Scalability: A cloud-based infrastructure is more reliable than traditional servers, offering better uptime and the ability to scale as your audience grows. The platform should handle thousands of concurrent users without buffering or latency issues.

Security Measures: Protect your content with DRM (Digital Rights Management) to prevent unauthorized access and AES Encryption for secure content delivery and piracy protection.

Content Delivery Network (CDN) optimizes video delivery, reducing buffering and ensuring high-quality playback across all devices. A reliable CDN improves real-time performance for both VOD and live streaming.

Scalable Storage Without Limits Some platforms restrict video uploads. The best OTT solutions, like Ventuno, offer unlimited video uploads, bandwidth, and transactions, ensuring your content grows without limits.

Questions to ask your platform provider about IT - Infrastructure

Can I use my own storage and CDN, or am I restricted to the platform’s options?

How does the platform handle sudden spikes in traffic? (ask about auto-scaling capabilities)

What security measures are in place to prevent piracy and unauthorized access? (ask about DRM, AES Encryption, Tokenized URLs)

Does the platform offer redundancy and backup solutions to prevent data loss?

How does the CDN optimize video delivery for different locations and devices?

Is there a limit on video uploads, bandwidth, or concurrent users?

Can I monitor analytics on bandwidth consumption and server performance?

What happens if my storage or bandwidth needs exceed my plan? (ask about flexible upgrades)

8. Social Sharing

In today’s mobile-first world, viewers don’t just consume content—they share it. Whether it’s a trending clip, a gripping series, or a must-watch movie, audiences love spreading the word within their social circles.

That’s why your OTT platform should make social sharing seamless. With built-in integrations for Facebook, WhatsApp, Twitter, Snapchat, Instagram, and more, users can instantly share their favorite content, increasing visibility and engagement for your brand.

Why Social Sharing Matters?

Boosts Organic Growth – When users share content, it acts as free promotion, attracting more viewers.

Enhances Engagement – Encourages conversations and interactions around your content.

Drives Traffic – More shares mean more visits to your platform, increasing potential subscribers.

Leveraging social sharing can turn your audience into brand ambassadors, helping your OTT platform grow without heavy marketing spend. So what should you have to do all this?

One-Click Sharing – Users should be able to share content directly from your website and apps.

Deep Linking Support – Ensure shared links take viewers directly to the content within your app.

Customizable Share Messages – Allow users to personalize captions while sharing.

Tracking & Analytics – Monitor social shares to measure impact and optimize strategy.

Questions to ask your platform provider about Social Sharing

Does the platform support one-click social sharing?

Can users share content from mobile apps as well as web platforms?

Does the platform support deep linking for a seamless user experience?

Can users share trailers, highlights, and full episodes? (which will bring in new subscriptions)

9. Built-in marketing tools

For any OTT business, visibility is key. With countless streaming options available, ensuring that your content is easily discoverable is crucial. That’s where built-in marketing tools come into play—helping you attract, engage, and retain your audience effortlessly.

A strong OTT platform should come with integrated SEO, email marketing, and push notifications to help you reach the right audience at the right time.

How to increase user engagement in your streaming service?

Find Out

A strong SEO strategy ensures your OTT platform reaches the right audience. By optimizing for search engines, you improve visibility and drive organic traffic.

Automated Sitemaps: Ensure search engines index your platform efficiently.

Custom SEO Titles & Meta Descriptions: Rank higher with optimized metadata.

Video Indexing: Allow search engines to recognize and rank your videos, making them easily discoverable.

Email remains a powerful tool for audience retention and promotion. With automated and personalized email campaigns, you can keep users informed and engaged.

Personalized Campaigns: Promote new content, exclusive offers, and updates.

Automated Emails: Send welcome emails, subscription reminders, and renewal notices effortlessly.

Timely push notifications help bring users back to your platform and improve engagement.

New Content Alerts: Notify users about fresh releases and live events.

Special Offers & Promotions: Increase conversions with exclusive deals.

Questions to ask your OTT platform provider about Marketing Tools

Does the platform support built-in SEO tools for better search visibility?

Can I automate email marketing campaigns?

Does it offer push notifications for both mobile and web users?

Can I track and analyze the performance of my marketing campaigns?

Does it allow custom metadata and video indexing for SEO optimization?

10. Customization

In today’s ever-evolving digital landscape, OTT businesses need more than just a one-size-fits-all solution. Your platform should offer complete customization to match your brand identity, user experience goals, and business needs.

To launch a professional-looking streaming platform - you should be able to

Choose from a range of pre-built templates designed for different content niches.

Create custom pages tailored to your business needs—about pages, FAQ sections, pricing pages, and more.

Customize elements effortlessly with an intuitive, no-code editor.

Every detail matters when it comes to user engagement. Look for customization at the widget level, allowing you to

Adjust thumbnail sizes, aspect ratios, and hover effects.

Customize font styles, colors, and button designs to match your branding.

Experiment with different homepage layouts to optimize content discovery.

Also, ensure a seamless experience for users across web, mobile, and TV apps by

Fully responsive designs that adapt to various screen sizes.

Ability to test and iterate different layouts to improve conversions and engagement.

Questions to ask your OTT platform provider about Customization

Does the platform support widget-level customization, like adjusting thumbnails and styles?

Can I create and modify custom pages (About, Pricing, FAQs, Custom Video Lists etc.)

Are there pre-built templates, or do I need to design everything from scratch?

Can I change colors, buttons, and branding elements without coding?

Does the platform allow different layouts for web, mobile, and TV apps?

Can I easily update and tweak the design after launch?

11. Support

Running an OTT business should be about creating and delivering great content—not constantly managing backend complexities. A reliable service provider takes care of the technical heavy lifting so you can focus on growing your platform.

A dedicated support team plays a crucial role in ensuring smooth operations. Whether it’s troubleshooting, platform updates, or technical upgrades, having a responsive and knowledgeable team makes all the difference.

At Ventuno, we prioritize customer success with 24/7 support across multiple channels. Whether you need training, assistance with integrations, or urgent fixes, we ensure that your platform runs seamlessly—so you never have to worry about downtime or technical roadblocks.

Questions to Ask Your OTT Platform Provider About Support

What support channels are available (email, whatsapp, slack, phone, ticketing system)?

Do you offer 24/7 support for urgent issues?

What is the typical response and resolution time for technical queries?

Do you provide onboarding and training for new users?

Is there a dedicated account manager for personalized support?

How often do you roll out platform updates and improvements?

Do you offer proactive maintenance and troubleshooting services?

White-labeled solution

Look out for a platform that refrains from using their own branding on all your platforms and app stores.

A fully white-labeled OTT solution creates all the apps for your business and allows you to take all the credits and ownership of the website domain.

Ventuno is a completely white-labeled OTT solution that respects your business. You are the sole owner of everything we develop for you, our name won’t be mentioned anywhere!

The Bottom Line

Launching your OTT apps is a wise decision. This article is meant to help you weed out the lackluster choices in choosing a vendor, and ensure that you end up choosing the best OTT platform that meets your need.

Check out how Ventuno’s SaaS-based OTT platform can help you launch and publish your apps on all major marketplaces in 24 hours without any coding or help from IT team while simultaneously allowing you to monetize from day one.

What are your thoughts on this article? reach out to us at info@ventunotech.com if you would like to discuss!

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