Breaking Barriers: Simplifying OTT Workflows with AWS

In recent years, we have dedicated a significant amount of effort to developing management software that enhances the workflow of our customers. Specifically, this software focuses on improving the process by which administrators publish new content, implement app updates, and monitor viewer behavior. When properly configured, this system enables OTT service providers to promptly adapt to changes in viewer behavior.

For those unfamiliar with the term, OTT stands for “over-the-top” and refers to additional TV services that are delivered directly to consumers, bypassing traditional cable TV. This evolution, often referred to as “cord-cutting” or “cord-shifting,” has transformed the television landscape. OTT allows users to watch live and on-demand TV through apps on devices like Roku, Apple TV, and Amazon Fire TV.

OTT has revolutionized the TV industry, particularly for video-centric media brands. It provides opportunities to gain insights into viewer behavior that were previously unavailable with cable TV. These insights empower providers to curate personalized content catalogs, enhancing engagement and reducing churn.

As OTT services have become more sophisticated over time, viewers have come to expect high-quality content delivered through exceptional user experiences. Netflix, for example, has set the standard for subscription-based, video-on-demand TV by leveraging their deep understanding of viewer behavior. As OTT services continue to evolve, it is crucial to improve our management capabilities accordingly.

In the mid to late 2000s, consumers primarily accessed digital video through web-based players, resulting in a straightforward workflow with a single delivery destination. However, the rise of various connected TV devices and advancing technology necessitated more efficient management of multiple distribution channels.

Online video platforms (OVPs) emerged as a solution to this challenge, offering comprehensive packages that included media storage, encoding profiles, content management, analytics, and more. OVPs rapidly gained popularity as more consumers shifted to online video.

However, as consumer devices like Roku gained traction, OVPs struggled to adapt their video management solutions to support these platforms effectively. Their web and mobile-centric approach fell short in meeting the needs of OTT providers. Recognizing this complexity, our company, Float Left, identified an opportunity to develop an OTT-focused management solution.

To fully comprehend the intricacies of managing an OTT service, it is essential to understand the technology stack involved. The following components are crucial for efficiently operating an OTT service:

1. File encoding and transcoding: Raw media files are uploaded and converted into various required formats to accommodate different devices.

2. Media storage: Processed videos in different renditions are stored and made available for delivery.

3. Content Delivery Network (CDN): CDNs ensure that requested video files are consistently accessible and rapidly delivered, guaranteeing uptime, service quality, and data redundancy.

4. Content Management System (CMS): The CMS serves as the middle layer between the CDN and front-end applications, facilitating content organization and metadata management (such as title, description, runtime, and thumbnails).

5. Customer Resource Management (CRM): CRMs primarily aid in collecting and tracking payments for subscription-based services. Additionally, they provide an authentication layer to ensure viewers have appropriate access to content.

6. Ad Server: Ad servers select relevant videos and deliver them to the video player upon request. This includes various ad formats like pre-rolls, midrolls, and post-rolls. Ad servers also serve as a programmatic method for delivering targeted ads.

7. Application Programming Interface (API): APIs provide necessary data to front-end applications, enabling the loading of home screens and other required content.

8. Databases: Databases are the foundation of all software systems. In the context of OTT services, databases support APIs and allow features like cross-platform viewing (e.g. starting a movie on Roku and finishing it on an iPhone).

9. Analytics: OTT analytics offer detailed reports on service usage, allowing providers to gain insights into content consumption patterns. This information is crucial for delivering a high-quality, personalized service.

10. Apps: TV apps are the final component in the OTT technology stack, bringing together all the aforementioned elements to deliver exceptional viewing experiences. Viewers expect low latency, high-performance apps, and brands that fail to meet these expectations risk losing their audience permanently.

Developing an efficient OTT workflow poses several challenges for businesses to consider:

1. No one-size-fits-all solution: OTT workflows must be designed with flexibility to accommodate various components in the supply chain. It should support seamless integration with partner services when specific supply-chain items are not provided directly.

2. Resource-intensive development: Depending on the service offering, implementing feature-rich TV apps often requires large tech teams to meet the demands of service providers.

3. Device fragmentation: The device market is highly fragmented, and each platform requires knowledge of different programming languages. To address this, development agencies must create frameworks that can adapt and scale rapidly to changing requirements.

4. Unique workflows for each OTT service: Workflows can significantly differ between OTT services, even with subtle variations in service options. After years of working with major media brands, we have observed that each has customized their methods for content uploading, ad placement, and metadata updating (such as title, runtime, director, and actors).