#OTT #HowOTTWorks

It has been very rightly said that between content and marketing, there is something else that acts as the underdog in providing excellent consumer experience, it is the technology used behind content delivery.
Ever wondered what happens at the back end when you click play button on an OTT platform to watch your favourite series? It is the technology that comes into play. Today, millions of dollars are spent by companies on technology so that they can provide their consumers with the best possible user experience. OTT platforms are not just about the content delivery. Behind the scenes of delivering content, lies a superfast and very intelligent technological production which comprises of: encoding, encryption, cloud, Content Delivery Network (CDN), decoding and much more.
Whenever an OTT platform is established it rents space in cloud to store its data or content as we may call it. Clouds are nothing but hundreds of physical data centres spread across the world. Some of the examples include Amazon Web Services, Google Cloud and many more. Now, whenever any streaming platform creates content, it needs to store it but before storing it to the cloud a series of steps need to be followed i.e. first of all, encoding is done wherein the compressing of original content file to a lower file size takes place in such a manner that the visual quality of the content remains the same. This file is then encrypted to protect it from any unauthorized streaming or access, this is the reason why content on OTT platforms cannot be hacked or watched in regions where the player doesn’t have the licence to show it. Encryption is followed by metadata which is nothing but data about the data. In other words, it is a brief description about the content that helps to attract consumers. After all this has been done, content is uploaded to the cloud.
This all was about the backend but you must be thinking how things work from user’s end? Whenever a user logs into their OTT account, it is the recommendation engine that takes over and provides users with plenty of potential options to choose from depending upon user’s profile and consumption pattern. All this is done with the help of machine learning. Some of the platforms such as Netflix might also present the user with highlights of some of the popular content on their platform.
Once the user decides what to watch and hits play, final phase of streaming technology gets into play, here the video player asks its content delivery network to fetch the desired content from the cloud. Once the CDN fetches the encoded and encrypted files from the cloud to their server that is closest to the user’s location, they are then handed over to the video player which decodes and decrypts them. It optimises video quality as per the device and user’s internet bandwidth in order to ensure minimal buffering while streaming. It is during this stage that the video player stitches advertisements to the content for all the non-subscribers.
Hence, it would not be wrong to say that streaming on OTT platforms is a very complicated and technological process involving step by step procedures that need to be followed to deliver smooth streaming content to users.

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