All Brands Are Shifting to Cloud-Based OTT

Operations and Infrastructure

For OTT players it can be essential to improve and provide the best Quality of Experience (QoE) for the audience across all devices and to achieve that OTT players have embraced cloud-based solutions. With the help of cloud-based solutions, OTT players can scale up their operations and meet the high-traffic demand that allows the consumers to have a seamless streaming experience with less-to-no downtime. Adapting to the cloud may mean that OTT players will eventually have to steer away from the traditionally Capex-intensive data centre operations. The flexibility and distribution capacity that the OTT market demands may be answered by cloud-based solutions. Cloud allows the OTT players to rent as much as space they require rather than invest in setting up and maintaining their data centres, which will cost them a fortune in money as well as time. The pay-as-you-use model could also help OTT players run an efficient IT infrastructure and boost their operations. Cloud may also be helpful in meeting the security needs that the OTT market needs.

Customized streaming

Every user’s streaming feed is unique based on their viewing history and preferences. This is because of smart data analysis. Users' streaming patterns are constantly studied, and their searches, skips, pauses, every minute pattern is analyzed. Through cloud technology, this data analysis and insights may help OTT players provide their consumers with their choice of content. The cloud technology could also assist in collecting user preferences and data for a machine learning model that supports recommendation engines to customise the feed as per the user’s profile. The feature of receiving notifications as per a user’s choice of content is also something done by the cloud. To effectively deliver content simultaneously to millions of consumers across the country, OTT players must partner with and invest in strong Content Delivery Networks (CDN) for support. After a user decides on what they’ll be watching and press play, the video player sends a request to the CDN to fetch that content from the cloud. The job of a CDN is to take the encoded and encrypted files from the cloud to their server that is closest to the user’s location and respectively onto the video player, all this within a matter of a few seconds.