How to Deliver Your Content to Multiple OTT Platforms

If you sell a product, you want your wares to be in as many stores as possible. The same is true if you publish video or audio content online. Every platform you fail to use is a missed opportunity. However, you typically have to modify your content for each OTT platform, meaning there's a lot of work to do. Fortunately, a content delivery network can expedite the whole process and help you reach a wider audience in less time.

OTT Platform Meaning Explained

OTT platforms are more commonly referred to as streaming platforms by the average user. OTT means “over the top”, as in you publish your content on top of another platform. YouTube is a great example of an open OTT platform. Anyone can publish just about anything on YouTube, creating their own space on another platform. But just as there are plenty of places to buy clothes, and each one targets a different demographic, there are many different OTT platforms today.

Some platforms appeal more to younger audiences; others are favored by older viewers. Some are great for long-form content like documentaries, while others allow shorter videos to excel. There is also considerable overlap between platforms. The average Fire TV user is likely very similar in age and income to a typical Apple TV user, though their viewing preferences may be more disparate. In the end, the best approach is to use as many platforms as you can.

The Hard Way: The Traditional Approach

Most content creators that look to publish their content on multiple platforms do so in the traditional manner. They create an account on each platform, produce their content once, encode a final version for each platform, upload each separately, add metadata, and schedule a release date. While the process for a single platform is not overwhelmingly complicated, it becomes difficult when working with multiple platforms.

Each platform has its own uploading tools and rules. What works on one may not work on another. The additional steps also increase the possibility of human error. Even if you could develop a flawless routine to upload content across several platforms manually, there would still be limitations. Try live streaming to several platforms at once and you'll see how quickly your PC crumbles. Fortunately, there is a better way.

The Easy Way: Use a Content Delivery Network (CDN)

What if you could upload your content once and then have it resent to every platform, with automatic reencoding and metadata delivery? How would that change your approach to content creation? That's exactly what a CDN does. By using cloud storage and computing, we can take your upload and send it everywhere in minutes. You can manage everything from one centralized location, saving you time and eliminating obstacles.

Lightcast's Media Cloud is a CDN that lets you publish your content everywhere. Request a callback from Lightcast or send us an email to learn more about our OTT solutions and how we can help your content reach everyone in minutes.