GigaOM Radar Edge Platform Leader & Outperformer 2024 | 
Composable OTT: Revolutionizing the Future of Streaming
The days of rigid, one-size-fits-all Over-The-Top (OTT) platforms are over. Enter Composable OTT—a flexible way to build and grow streaming services. Instead of building a streaming platform that’s hard to change or upgrade, Composable OTT lets you:
- Mix and match different tools to create a service tailored to your audience.
- Add new features quickly without needing a complete rebuild.
- Adapt to market changes faster, staying competitive in the evolving streaming landscape.
The core of Composable OTT lies in separating platform components so they can evolve independently. At Edgio, we’ve embraced this industry-wide shift. A prime example is Smartplay, the manifest generation component of our Uplynk Streaming Media Platform, which enhances our end-to-end ecosystem and integrates seamlessly into customer workflows.
Composable OTT is gaining traction because it addresses changing consumer expectations for personalized experiences, leveraging rapid technological advancements. It also meets the growing demand for scalability, cost efficiency, and faster time to market. With increasing competition and the integration of advanced technologies like AI, 5G, and cloud-based content delivery, companies can stay agile, reduce costs, and differentiate themselves in a crowded market.
However, modularization isn’t easy, as many components are still interdependent. Here’s what makes Composable OTT different:
- Headless Architecture: Think of headless systems as splitting the front end (what your audience sees) from the back end (where all the data and content live). This separation lets you update or change the look and feel of your service without touching how it runs behind the scenes.
- Key Technologies Driving Composable OTT:
- Software as a Service (SaaS): Using tools hosted online can simplify operations and reduce in-house management.
- MACH principles:
- Microservices: Small, independent services that handle different tasks—making updates faster and easier.
- APIs: The glue that connects everything, allowing different parts of your system to talk to each other.
- Cloud-native: Built in the cloud for easier scaling and flexibility.
- Headless: Front-end and back-end independence for greater control.
Why should you care about Composable OTT?
Composable OTT allows streaming providers to innovate faster and stay flexible in a competitive space. Adopting a composable approach lets you keep your platform dynamic, user-friendly, and one step ahead. But what makes Composable OTT so unique, a standout in the face of a revolving technology stage? Tech is advancing at a speed we haven’t seen before. It might not be identifiable to the end viewer at home, but you’ve probably noticed fewer buffering issues. That’s because behind-the-scenes work is being done to enhance all aspects, from making encoding more flexible by leveraging on-prem and cloud solutions simultaneously to using AI tech in multi-CDN content delivery. That’s where Composable OTT is taking over, focusing on modular parts of the business that meet the customer’s needs.
Composable OTT’s flexibility enables any company to meet these challenges head-on, integrating cutting-edge solutions that drive growth and ensure long-term success. OTT has barreled its way through the industry, attracting networks, sports leagues, and customers alike to relish the mutual benefits like:
- Enhanced Service Delivery: This allows providers to deliver personalized service, including targeted ads—capabilities traditional TV lacks.
- Deeper Fan Engagement: Content creators can engage super fans with exclusive content, chat, interactive polls, direct advertising, and e-commerce.
- Accessibility for Smaller Owners: Even smaller content owners can use OTT to stream games to remote fans, fostering engagement and loyalty comparable to larger organizations.
- Enhanced Insights: Advanced stats and customization can give fans additional insights, such as real-time stats and scores.
However, to deliver compelling content that appeals to viewers worldwide, content owners face significant challenges that must be addressed to ensure a smooth and sustainable operation. As consumer expectations shift toward personalized content and targeted ads, platforms must adapt, using modular tools that enhance user experience and quickly respond to changing viewer behaviors. Here is Edgio’s approach:
- Edgio tackles these challenges with a scalable, AI-powered infrastructure that ensures seamless streaming, even during peak times, and minimizes disruptions using multi-CDN capabilities.
- To control costs and support sustainability, Edgio’s efficient platform reduces infrastructure needs while enabling innovation without driving up expenses. For security, Edgio provides advanced content protection, adaptive bitrate streaming, and encryption that safeguard content and ensure quality across devices.
- Edgio also enhances monetization with flexible options like server-side ad insertion and real-time bidding, allowing seamless ad integration and maximizing revenue while maintaining an optimal viewing experience.
From infrastructure and scalability to security, sustainability, and monetization, Edgio’s Composable OTT provides flexible solutions that ensure your OTT service thrives in a competitive market. With streaming services multiplying, OTT providers must stand out by offering unique features, seamless user experiences, and innovative monetization models. Composable OTT enables them to explore new revenue streams, such as FAST channels and hybrid ad-supported models, while leveraging advanced analytics to optimize performance.
As AI and machine learning reshape content creation and distribution, the way we consume video is evolving rapidly. OTT services are leading this transformation, and having the right tools is crucial to delivering the best viewing experiences as the industry continues to innovate.
