With industry titans like Netflix, Hulu, and Amazon Prime Video dominating, and  later entrants like Disney+ and Apple TV+ now firmly established, the market has become a fierce battleground for user attention and loyalty. The good news is you don’t need to go head-to-head with these giants; every business can carve out its own space and succeed by serving a defined niche with the right strategy. 

Setting your OTT video service up for continued growth will depend on factors such as your current market position, audience profile, and long-term business objectives. Beyond acquiring new users and expanding into new markets, operational scalability and optimization play an equally crucial role in ensuring your service can grow sustainably and deliver consistently high-quality experiences.

In this blog post, we’ll share practical pointers for different growth strategies that can fit different business contexts, helping you drive sustainable success in a crowded streaming landscape.

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‍1. How to expand geographically to unlock new markets

If you've already established a strong local presence but feel growth slowing, geographical expansion is  your next big move. Entering new regions offers access to fresh audiences and additional revenue streams.

Success in new territories hinges on a meticulous understanding of the target audience, thoughtful content localization, and agile adaptation based on real-time feedback.

Key factors to research

Before expanding, conduct a Potential Path Volume (PPV) analysis to understand audience size, content preferences, and competitive landscape in the new target region. Additionally, use social network geography analysis to uncover cultural nuances and tailor your content accordingly.

Pilot and validate

Start with pilot programs or limited releases to gather real-world feedback. This approach helps you refine content localization and marketing tactics before committing significant resources.

Quick checklist for new market entry

• Market demand and competitor presence analyzed
• Local content preferences identified
• Pilot program planned and executed
• Feedback loop in place for adjustments

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2. How to extend your mobile and web service to the big screen

If you have found success on mobile and web platforms, expanding to TV presents an enticing opportunity to unlock new growth avenues. While mobile and web might be your core channels, TV remains a powerful medium for increasing viewership and attracting new demographics who prefer big-screen experiences.

Evaluate ROI carefully

Conduct a cost-benefit analysis to understand the investment required for TV app development versus potential subscriber growth. Prioritize platforms offering the best alignment with your audience.

Choose the right partners

Partnering with smart TV manufacturers for pre-installed apps or working with content aggregators can reduce acquisition costs and make adoption smoother.

Key questions to ask before TV expansion

• What platforms best match our audience habits?
• Are there strategic partnership opportunities to lower entry barriers?
• What resources are needed for ongoing support and updates?

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3. How to diversify your acquisition channels.

Some OTT services have grown rapidly by relying heavily on direct customer acquisition channels like social media advertising and targeted digital campaigns: DAZN uses aggressive digital marketing to engage sports fans, CuriosityStream targets documentary enthusiasts through precision social ads, or MasterClass leverages striking social ads and influencer endorsements to drive direct sign-ups. 

While a strong direct acquisition strategy can drive rapid growth, relying solely on it can limit your reach and increase vulnerability to market fluctuations (for example, rising ad costs or changing platform algorithms). Diversifying your channels helps reduce risk and opens new paths to connect with potential subscribers.

Explore bundling and partnerships

Look beyond direct digital ads. Bundling your service with complementary providers, such as telecom or cable operators, can expand reach and lower customer acquisition costs.

Venue partnerships — with hotels, airlines, or gyms — can position your OTT service as a value-added amenity, exposing your content to entirely new audience segments.

Evolve your social strategy

Don't just run ads. Engage audiences through:

• Influencer partnerships, which add authenticity and tap into built-in communities.
• Interactive content such as polls, watch parties, or quizzes to deepen engagement.
• Emerging platforms, where early presence can establish strong brand awareness before competitors arrive.

Quick win ideas

• Test a bundled promotion with a local ISP or mobile carrier.
• Partner with a hotel group to offer complimentary trials in guest rooms.
• Launch a short-term influencer-led mini-series or challenge.
  
  

4. How to leverage managed services to scale and support growth

As your service grows, operational demands increase dramatically — from app maintenance and platform certifications to content operations and customer support. Handling everything in-house can quickly overwhelm internal teams and distract you from your core strengths, like content strategy and audience engagement.
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Scale faster, focus on what matters

Partnering with a managed services provider enables you to focus on content and brand development, while experts take care of the technical and operational heavy lifting. This approach accelerates time-to-market for new features, reduces downtime risk, and ensures your service stays up-to-date across all platforms and devices. At the same time, you will operate more efficiently and reduce overall costs by avoiding the need to build and maintain large in-house teams or infrastructure.

Support expansion and experimentation

When launching in new regions or adding new platforms (like smart TVs), managed services partners provide critical local expertise and operational flexibility. You can test and adapt faster without overextending internal resources.

Maintain quality and stability

A well-managed service helps uphold a high-quality, consistent user experience, even during periods of rapid growth. From proactive monitoring and updates to user support and analytics integration, these services ensure you stay ahead of operational challenges.

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Is it possible to keep growing in a saturated market?

Absolutely. The key lies in adopting a multifaceted, agile approach. Whether through geographical expansion, platform diversification, channel innovation, or operational scalability with managed services, success depends on staying data-driven and audience-focused.

By combining thorough market analysis, strategic partnerships, operational support, and continuous experimentation, your OTT service can break through the noise and achieve long-term, sustainable growth.

It’s time to evaluate your current position and decide which strategy best matches your growth goals. Want help turning these ideas into action? We can help you anticipate market trends, respond to consumer preferences, and continually refine strategies to stay ahead of the curve.  

Let’s start the conversation today. Find out more about how we can help perfect your OTT strategy or contact us here.