Buy or build: is there a sensible way to go OTT?

The future of TV is going ever so slightly OTT. In fact, scratch that; it’s already gone the whole nine yards. If the analysts are to be believed, OTT is now the broadcast mainstream. As consumers increasingly demand video on their time and on their terms, traditional broadcast is approaching its final episodes, with platform-agnostic millennials leading the march towards more mobile, personalised and interactive content. Five years ago those ambitions would, ironically, have been dismissed as OTT. Today, with the on demand economy tipped to reach $57 billion in 2018, OTT has taken on a new meaning that’s redefining TV. The opportunities for innovation are significant. It’s no surprise that the industry is finally looking to transform a business model that’s barely changed in over half a century. It has to – before Generation Z switches off.