OTT platforms are audio and video content hosting services that you can stream across multiple devices like smartphones, laptops, and smart TVs. These platforms host a variety of content ranging from feature films and documentaries to podcasts and web series. Based on your history and viewing experience, the AI of OTT platforms suggests audio and video content for you to stream.

Although OTT platforms like Netflix and Amazon Prime have gained popularity and a significant user base in the recent past, their journey started well before. But how to ensure these OTT platforms deliver seamless content to the user? This is where OTT testing plays a critical role. However, before we jump onto OTT testing, let’s explore the journey of OTT services.

The Journey Towards Experiencing OTT Services

OTT services began their journey in 2010, penetrating the online market bit by bit. In just a decade, the overall revenue of the OTT market boosted from 6.1 billion USD in 2010 to over 83.3 billion in 2019. In the United States alone, OTT service gained a base of 170 million users between 2010 and 2018, with Netflix, Hulu, and Amazon Prime being the primary subscription services.

But, everything the OTT market had developed was put to the test in 2020 when the pandemic hit the world. it can be seen how it drastically increased the overall number of users and amount of time on each platform.

Shifting Customer Behaviour In the World of Isolation

If there was any doubt about the future of the OTT market, consumer behavior during the first wave of COVID-19 laid them to rest. The rapid spread of novel coronavirus, and the world’s population sheltering in place, further accelerated the adoption and use of streaming services. A report by Allied Market Research suggests that OTT market size may reach USD 1039 billion by 2027, growing at an impressive CAGR of 29.4%. 

The increased use of streaming services forced OTT service providers to scale their operations to handle peak load times and offer a better user experience. While many trends took real-time shape, OTT service providers improved their products with resilient QA testing implementation. Simply put, if done right, QA testing processes play a critical role in delivering uninterrupted service.

Recent OTT Trends 

While data centers geared up to provide mission-critical infrastructure, OTT service providers saw the rise of a new era where customers reformed their outputs. The ever-increasing digital penetration reaching corners of the world is leading to multiple industry trends. This rise is also seen due to the availability of various content, increase in SVoD services and live streaming channels, availability of freemium models, and rise in demand for video content and gaming platforms during the lockdown. 

 A recent report by PwC shows that India will become the tenth largest market for OTT by 2022 and reach a revenue of 823 million USD. Many industry trends support this increase in demand, like better content accessibility, the introduction of 5G, OTT platform competition, and enhanced user experience.

• 5G Changing Consumer Behaviour

5G started rolling out in 2020 and is changing consumer behavior with fast-speed internet service. It is also expected to become a standard in the coming years for urban areas. The next-gen cellular services various ISPs lead to reliable internet speed and higher online content consumption. 5G technology enables OTT service providers to streamline high-quality content without any downtime at all. Also, it ensures the quality of experience by making it easier for OTT services providers to meet peak traffic demands with ease.

• Increasing Accessibility of Immersive Technologies

Live streaming and 4K content streaming are steadily picking up pace with the increasing bandwidth of ISPs. While it is still not common for users to stream every content in the 4K definition, the rise of 5G and heightening consumption of quality content moves towards the evolving trend of immersive technologies. In addition, virtual reality is also becoming a norm for the younger generations.

• Growing Competition Between Video Content Service Providers

Premium content services are undergoing a platonic shift. With the increased usage of video content streaming platform Netflix, it now faces competition from its competitors like – Amazon Prime, Disney Hostar, and Hulu. OTT platforms are penetrating mainstream media with their ever-evolving user base. OTT advertising via online and streaming services is becoming a critical ad space. And freemium services only garnish this growing trend.

• Increasing Popularity of Smart TVs

Smart TVs for video content streaming through OTT platforms are growing in popularity for a better viewing experience. Gaming consoles and dedicated streaming devices are also adding to the industry growth. When consumers were locked in their homes worldwide, the adoption of connected TV boosted to 51% in 2020 from 37% in 2018. PlayStation, Nintendo Switch, Amazon Firestick, Xbox, and Apple TV also grew in popularity during the lockdown.

OTT Testing – The New Norm for Service Providers

The user experience and demography-based content have been significant causes of shifting consumer behavior towards the OTT market. As a result, streaming consistency and uninterrupted content are now critical components of the OTT and media streaming ecosystem. OTT testing became a parameter for ensuring better platform support. 

Major companies shifted their focus to critical KPIs for robust OTT services. Further, many leaders in the OTT market have started putting the following testing practices in their QA processes.

• UX/UI testing before service roll-out
• Subscription plan testing for better platform support
• Testing Adaptive Bit Rate (ABR) for robust streaming
• Cross-browser, Cross-Platform, and device tests for consistency
• Security tests for safe transactions
• Network and Performance testing

While millions of users were added to the OTT market, OTT testing processes also took a new shape to provide an ‘amazing user experience.’

 Benefits of OTT and Streaming Testing

• Ensure Quality Across a Variety of Platforms

When it comes to video content, consumers expect it to be accessible on various devices like desktop, mobile, and tablet. Therefore, it is critical to implement a robust OTT test automation strategy. It helps in optimizing streaming quality across multiple platforms with every release.

• Adaptability to Bandwidth Availability

Access to robust bandwidth connectivity is critical, but sometimes it is not possible. Nowadays, in a hyper-connected world, consumers expect an uninterrupted media streaming experience. However, it is possible with high-quality internet bandwidth. By executing OTT test automation, We can ensure the possibility of adjusting streamable content for bandwidth issues.

• Ensure Quality Video Playback

The audience usually loses interest when they find content isn’t playable without delay. On the other hand, high playback performance increases the possibility of audience engagement. Therefore, it is up to the OTT services providers to deliver a flawless user experience through consistent OTT and streamline testing.

• Ability to Recover From Downed Networks

The worst streaming experience can make or break a brand reputation in the market. Therefore, make sure you have a plan on how to recover when the network is down quickly. In the end, our main aim is to ensure consumers enjoy a quality user experience. OTT automation testing enables QA testers to ensure the test processes are foolproof to uncover defects. Otherwise, that could result in network issues if left ignored.

OTT State of Affairs

Cloud-service adoption in the new emerging OTT ecosystem is getting turbo-charged as the average user shifts to better digital infrastructure. OTT platforms are here to stay with emerging resilience and growth while innovation leads the way. 

To learn about OTT testing services and it;’s benefits, get in touch with us or drop your query in the comment box.

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