Video Streaming OTT Platforms: A Comparative Study of their Streaming Infrastructure with Strategies Implemented

Abstract

Streaming platforms revolutionized the media and entertainment industry, which led to the cord-cutting phe-nomenon. This phenomenon led to user preference towards adopting streaming platforms compared to wired devices as one of the most popular ones for television. Streaming happens to be a service within over-the-top (OTT) video services. Implementation is of the essence as a main driving force for an OTT video service as its strategy. Several such businesses have failed, while a strategy implemented by a particular service eventually leads to an increase in the consumer base. This paper attempts to study strategies used by popular digital streaming platforms to capture viewership in India. Competitive analysis of these streaming platforms is done based on the factors that influence over-the-top (OTT) adoption by customers. Furthermore, we review the streaming infrastructure of the three OTT platforms and how their technical infrastructure benefits the positioning of the streaming platforms.