OTT Apps: A Comprehensive Guide for Video Content Creators in 2023

Empowering creators with insights and a blueprint for success in the competitive 2023 OTT app market.

By Arslan Hassan

October 26th, 2023

OTT Apps

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.