The world has already shifted towards digital platforms and the newly born OTT video market is on its brink of disruption. It is the largest global media opportunity people have seen in decades and is currently the most viable options for brands offering online video streaming and video on-demand. 
With a variety of OTT platform providers, it becomes important to streamline your requirements and choose the one which give you the power to do more. The power to harness the technology, and outrun the conventional supremacy of TV. It’s time to leverage the agility and scalability of internet to maximize your revenues and make strategic decisions.
With the expected potential of OTT, it would not be surprising to hear that it estimated a consumer paid revenue of approximately USD$ 68 billion in 2018, and is estimated to touch the mark of USD$ 159 billion by 2024. Thus, it becomes highly important to scale up and optimize your video advertising strategy, so that your online video streaming platform too is a part of this enormous industry.

Define a clear content strategy

Rich and informative content increases the value of video streaming. It thus becomes important to follow a focussed and compelling content strategy to build a firm foundation of your advertising strategy. The conventional TV platform significantly increased the number of channels that only appealed to a niche segment. 
The intervention of digital video amplified the trend and with content creators on the rise, its unique content everywhere, targeting each and every set of audience. This is one of the key advantages OTT platforms have over conventional forms such TV & Radio, the content is more engaging, appeals deeply and is more economical. 

Ensure maximum business model agility

The current OTT video platforms have thrived using a fine mixture of free, advertising based subscription and transactional business models. The current OTT video platform leaders have effectively utilized unique and innovative business models to increase the adoption of their multiscreen services. 
For e.g Hulu, launched a PC application that was free but supported ads. It gave the consumer the option to ‘choose-your-own’ ad format to customize their user experience. It also had a ‘No commercial’ plan with even more control over their OTT viewing experience.

Adapt marketing tactics to nurture your audience

Social media marketing – By leveraging the social media platforms like YoutTube, Facebook, Twitter and more you can build a buzz around your platform. It majorly helps when your platform is offering video on-demand and other live events.
On-air promotion – These are one of the most valuable video advertising strategies for driving increased viewership. The strategy can be effectively utilized to generate app downloads and cross-promote other channels.
E-commerce – Leading OTT service providers are tying up with retail brands to extend their marketing plans. Roping-in content with merchandise significantly boosts the revenue, gives a positive effect and improves the brand value.

Cater to all screen sizes

The entire viewing experience is divided into 4 basic screen categories – TV (Big screen), Smartphone (preferred screen), Tablet (portable screen) and PC (versatile screen). Each of these screens offer a different viewing experience and are equally preferable under different circumstances. 
The platform providers need to ensure that their content is accessible across these screens to extract maximum viewing loyalty from their audiences. Scalability here is an important thing to consider.