OTT Apps: A Comprehensive Guide for Video Content Creators in 2024

OTT (Over-The-Top) media services have continued to revolutionise the way content is created, distributed, and consumed. As of 2023, the landscape is more dynamic and competitive than ever, with numerous platforms vying for the attention of audiences worldwide. Understanding and leveraging these platforms is crucial to the success of video content creators. Here's a comprehensive guide to help navigate the world of OTT apps in 2023.

Audience’s Device Preference for Streaming

Determining the type of device your audience prefers to stream on can be critical for content providers, advertisers, and developers. If you want to determine the specific devices your audience uses for streaming, here's a breakdown of common device categories and examples:

1. Smart TVs

These are televisions with built-in internet capabilities and apps.

Examples: Samsung Smart TV, LG Smart TV, Sony Bravia, Vizio SmartCast, etc.

2. Streaming Boxes and Sticks

Dedicated hardware that plugs into a TV to make it 'smart' or provide access to various OTT platforms.

Examples: Roku (Roku Express, Roku Premiere, Roku Ultra), Amazon Fire TV Stick, Apple TV 4K, Nvidia Shield TV, etc.

3. Gaming Consoles

These are primarily for gaming but also serve as media centers with access to streaming apps.

Examples: PlayStation (PS4, PS5), Xbox (Xbox One, Xbox Series X, Xbox Series S), and Nintendo Switch (to a lesser extent and with limited apps).

4. Mobile Devices

Portable devices are primarily used for communication but are also widely used for streaming.

Examples: Smartphones (iPhone, Samsung Galaxy, Google Pixel, OnePlus, etc.), tablets (iPad, Samsung Galaxy Tab, Amazon Fire tablets, etc.)

5. Computers

Both desktops and laptops are used to access streaming platforms via web browsers or dedicated apps.

Examples: MacBook, Windows PCs, Chromebooks, etc.

6. Other Devices

It is less common but still relevant in certain contexts.

Examples: Set-top boxes provided by cable or satellite companies with OTT capabilities, blu-ray players with streaming apps, and projectors with built-in streaming or app capabilities.

To determine which of these devices your audience prefers, you'd need to analyze data (as mentioned earlier) using tools, surveys, and market trends. You can then tailor your content, user experience, and marketing strategies based on the most popular devices among your viewers.

Nielsen, a well-known global measurement and data analytics company, regularly releases insights on media consumption. In their reports, it's been noted that Smart TVs and connected devices (like Roku and Amazon Fire TV) have steadily increased viewership.

Also, mobile streaming is especially popular among younger demographics, with many millennials and Gen Z individuals consuming content on smartphones.

Apps used Worldwide

In terms of global usage, Android dominates the worldwide market share. This is due to the wide range of device prices, from affordable to high-end, and multiple manufacturers using the Android operating system. iOS, while holding a smaller global market share compared to Android, remains popular, especially in higher-income regions, thanks to Apple's brand reputation and ecosystem.

In North America, specifically the U.S. and Canada, iOS has a strong foothold. Apple's ecosystem and branding resonate strongly with users in these countries. However, Android also has a significant presence, with many users choosing brands like Samsung, Google Pixel, and LG.

FAQs

Which devices do audiences use to stream OTT content?

The main categories are smart TVs, streaming boxes and sticks, gaming consoles, mobile devices, and computers, plus less common options like set-top boxes, Blu-ray players, and projectors with built-in apps.

Why does knowing my audience's device preference matter?

Device data helps content providers, advertisers, and developers tailor content, user experience, and marketing to the platforms viewers actually use, which directly affects reach and engagement.

What are examples of streaming boxes and sticks?

Popular options include Roku devices (Express, Premiere, Ultra), the Amazon Fire TV Stick, Apple TV 4K, and Nvidia Shield TV. They plug into a TV to make it smart and unlock access to OTT platforms.

Can gaming consoles be used for video streaming?

Yes. PlayStation and Xbox consoles double as media centers with access to streaming apps, and the Nintendo Switch supports streaming to a lesser extent with a more limited app selection.

Which streaming devices are growing fastest in viewership?

According to Nielsen's media consumption reports, smart TVs and connected devices such as Roku and Amazon Fire TV have shown steady increases in viewership.

Who streams the most on mobile devices?

Mobile streaming is especially popular among younger demographics, with many millennials and Gen Z viewers consuming most of their video content on smartphones.

Is Android or iOS more widely used for streaming apps?

Android dominates the global market share thanks to its range of device prices and many manufacturers, while iOS holds a smaller share worldwide but stays strong in higher-income regions like the U.S. and Canada.

How can I find out which devices my viewers prefer?

Analyze your platform data with analytics tools, run audience surveys, and follow market trend reports from measurement firms like Nielsen, then adjust your content and app strategy to the most popular devices.

Should my OTT app target smart TVs or mobile first?

Ideally both: smart TV and connected-device viewing keeps rising while younger audiences favor smartphones. The right priority depends on your own audience data and the demographics you want to reach.

How can a content creator launch apps on all these devices?

A white-label OTT solution is the most practical route. Vodlix, for example, provides branded apps for mobile (iOS and Android), TV, and web from a single platform, so creators can cover every major device category without separate builds.