The Surge Of OTT App Development Solutions For Smart TV Amid Pandemic

The Surge Of OTT App Development Solutions For Smart TV Amid Pandemic

Many OTT publishers and media managers put off smart TV application development to focus on launching apps for desktop, mobile, and popular streaming devices/platforms. The latest research suggests that viewers streamed more OTT content from their smart TVs as compared to other avenues amid the Covid-19 pandemic, however, the competition is still fierce. While users continue cutting cords with traditional broadcasting and Pay-TV providers, they are swiftly switching to media streaming on smart TVs, standalone streaming devices, and digital streaming subscription services.

Smart TVs with built-in OTT applications promise robust and crisp features such as 4K Ultra HD and even 8K Ultra HD with advanced audio attributes like Dolby Atmos, furnishing irresistible all-in-one options. These unified application-based platforms make it simpler for viewers to access media content from multiple OTT providers with a few clicks. 


COVID-19 And Its Impact on OTT App Development For Smart TVs

Series of lockdown and social distancing measures fuelled more viewers to stream and view content from their Smart TVs than anywhere else. Research on this latest trend suggests that:
 

• The OTT usage now outpaces traditional pay TVs by nearly 15%
• Approximately one-third of households use smart TVs as their primary means of streaming device
• Viewers streamed and watched more than 20 hours of video content on smart TV weekly during the Covid-19 lockdown
• The smart TV market is expected to rise at a CAGR of 16.52 during 2021-2026

Hence, OTT publishers and media developers competing with digital media streaming giants must have their apps optimized for smart TVs in order to meet their subscribers' demands. Brands can further manage, update, and create apps via each TV manufacturer’s selected marketplace or app store. 

Nevertheless, catering to smart TV audiences assists OTT brands to garner more users and subscribers, boost viewing rates and engagement, minimize churn, and increase revenue. 

Also Read: How To Overcome Common Video Streaming App Development Challenges
Points To Consider When Developing OTT Apps for Smart TV

As existing predictions and trends highlight, OTT brands should integrate and develop apps within the smart TV landscape if they intend to make a dominant market presence. Smart TV application development demands an in-depth understanding of:
 

1. Different smart TV programming languages

Compared to app development for various mobile operating systems, creating a smart TV app also means coding for each programming language with specific software development kits (SDKs) for each TV company or manufacturer. The most sought-after languages for developing smart TV apps include:
 

• XML
• JSON
• HTML/CSS/JavaScript
• Swift & TVML
• Samsung TIZEN/Orsay SDK
• LG NetCast/WebOS SDK

Android TV may be the widely used and most popular smart TV OS and since Amazon Fire OS is Android’s fork, if your application successfully runs on Android, it will most likely run on Amazon Fire TV as well. However, Samsung devices support and favor TizenOS, which is entirely different as it is Linux-based.

With smart TV manufacturers integrating standard operating systems from companies such as Roku or Amazon, SDKs will possibly become more streamlined and scalable in the future. 
 

2. Native Functionalities and Features
    

In addition to programming for a plethora of OS, it is also crucial to code for each TV’s unique functionalities and features. This includes different processing power, resolutions/screen sizes, functions & native quirks, and user interfaces including navigation capabilities. 

Stats suggest that remote control options such as voice input rank high on the user’s list of features for deciding which smart TV to purchase. Therefore, your application should also have this capability.

However, just because you implement this functionality does not mean that a viewer’s smart TV will have the potential to run it. The same applies if you intend to enable push notifications, however, the TV OS prevents or overrides them. That is why you need to have a clear and solid understanding of what the most famous TVs can and cannot do including:
 

• Samsung
• LG
• Panasonic
• Sony
• Philips
• Vizio
• Hisense
• TCL
• Sharp
   

3. UI/UX Design

Developers must build easy-to-use and interactive applications to engage and attract viewers. Users should be able to have the bird’s eye view of their media content with simple & navigable menu screens. And they should be able to quickly focus on a selection, discover, and return back to home.

If your users do not like the way your OTT app works, they will stop using it and can even cancel their subscription. But if your application is interactive, intuitive, and easy-to-use, viewers will have an engaging and pleasant user experience that would propel them to return for more. 

Get Started with OTT App Development With Us

The COVID-19 pandemic may have fueled the shift to smart TV streaming, but still there’s time to get your OTT app in the competitive marketspace. As subscribers all around the globe are vividly experimenting with various streaming options, you can be assured that the smart TV is going to be an integral part of their connected household. 

Committing to a future-ready smart TV app development is a potential investment towards your brand’s success. At Oodles Technologies, our team is well-versed in different programming languages and native device attributes. We have a keen eye for detail and crisp UI/UX design, ensuring that your viewers not only like using your OTT streaming app but also recommend it to their friends and relatives. To discuss your requirements, feel free to drop us a line.