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How to build OTT audio and video into your content strategy


Today’s consumers increasingly prefer to watch and listen to content, as opposed to read it. In fact, the global over-the-top (OTT) services market is projected to reach $86.6 billion by 2026. As a result, organizations and publishers know that OTT audio and video content is absolutely critical to keep consumers engaged with their brands.

Now, it’s no longer a question of why businesses should be paying attention to OTT, but rather how they can implement video and audio most effectively and efficiently into their content business strategies and existing workflows. This includes using a CMS that addresses OTT video and audio integration and distribution as part of the core publishing solution, not as an add-on or something that’s done elsewhere and fed in.

Simplifying media management through a single platform

Whereas previously companies and publishers might consider multimedia editing and support capabilities as something that might feed in video and audio assets into the main publishing workflow, Brightspot treats audio and video the same as any other asset within the platform; including adding or ingesting metadata, tags, or custom fields. Support for live video, machine learning and support for every device type make it easy to leverage video in your content workflow.

Hand in hand with access to advanced capabilities like speech transcription and Brightspot’s patented Companion Content programming comes the ability to carry out such tasks from one platform and interface. With video integrations to popular OTT platforms like YouTube, Brightcove, Kaltura, Vimeo, and Comcast’s Online Video Platform (formerly known as mpx), Brightspot makes it possible to easily create, edit, tag, transcribe and distribute TV-like experiences through one consistent workflow. This provides speed and easy implementation, all while reducing costs.

Further deepening your OTT distribution capabilities, Brightspot’s integration with AWS Elemental enables multi-channel distribution, video editing and monetization—all within a single platform. This helps organizations and publishers streamline the entire video management process, eliminating the need for disparate systems and reducing reliance on manual tasks.

Going beyond editorial capabilities

For editorial leads, implementing OTT content requires more than basic editing tools. As those tasked with building authority and brand loyalty through meaningful content, the editorial team is focused on how they can deliver on this promise to meet consumers where they are through forward-looking capabilities and support.

While tools that let the editorial team do things like clip videos, adjust brightness or contrast, and add image overlay to help brand content are all important for OTT delivery, advanced capabilities—like transcription—take this content to the next level. Brightspot’s integration with Amazon Transcribe allows users to do just this by submitting their audio or video file for automatic speech analysis, and having a transcription automatically returned for the asset.

The benefits of something like automatic transcription include improving accessibility for the end-user and boosting search engine optimization (SEO), all while saving on manual work. It also helps build a strong taxonomy and tagging framework that gives users the ability to search against the full video transcription, rather than relying solely on a shortened description. Finally, users can also translate video transcriptions to display on a page for a different language, giving businesses and publishers an easier way to reach global audiences.

Beyond transcription, advanced OTT video tools also allow organizations and publishers to deepen viewers’ engagement on a particular content asset and topic. Brightspot’s Companion Content feature enables a producer to associate additional content with a video by assigning relevant articles to appear next to it or “fly in” while the video is playing. For example, a news video referencing a sports team halfway through a video piece can be programmed to highlight a link to a page with all recent stories about that team at the exact timestamp it’s referenced. This encourages viewers to dive deeper into the topic, interact with the video content in real-time, and engage with your content longer after the video ends.

OTT content is the content of the future. To build OTT audio and video into a content strategy successfully, today’s organizations and publishers need a solution that goes beyond editorial capabilities and streamlines the video management process. Brightspot’s CMS eliminates manual tasks, reduces mistakes and speeds migration through its integration-ready solution, while also ridding publishers of the need to rely on multiple third parties for the hosting or organization of this type of content. In the end, this gives editorial teams the time and headspace to focus on what matters most: the content itself.

Start building in a free trial environment, see a demo or talk to an expert—select one of these paths and start however you would like to!

image of Brightspot employee Meredith Rodkey
About the Author
Meredith Rodkey is the SVP of Platform Product Management at Brightspot. She has focused on product management for nearly 15 years, working closely with major Brightspot customers like the Los Angeles Times, NPR, Johnson & Johnson, U.S. News & World Report, and Healthgrades.
In her previous life, Meredith worked as a homepage editor and writer for, curating a daily experience for millions of users.

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