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Distinguished for Innovative Design Excellence in UI/UX and Product Design
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Ultimate Guide to OTT Platform Development in 2025
Explore a comprehensive overview of the emerging trends, technologies, and strategies shaping the future of OTT platforms.
Read ArticleAI Shaping the Future of OTT App Modernization
Leading OTT service providers are adopting low-latency streaming technologies to deliver real-time, seamless experiences. Interactive features like AR/VR, 360° video, and gamification boost user engagement, while innovations in cross-platform development, AI-powered dubbing, and voice/gesture controls improve accessibility and personalization. However, many platforms still rely on outdated systems, causing high maintenance costs, slow content updates, and operational inefficiencies. Without modernization, they face scalability issues, fragmented API integrations, security risks, and limited real-time analytics—hindering automation, metadata management, and personalized recommendations, resulting in higher costs and missed growth opportunities.
Tata Elxsi accelerates API deployments and enhances scalability, enabling faster feature rollouts and improved platform performance for OTT providers. Our expertise in AI-driven automation, cloud-native architectures, and advanced security frameworks reduces technical debt, resolves operational inefficiencies, and ensures compliance. With better test coverage and robust security measures, we help OTT providers boost user engagement, strengthen security, and mitigate piracy risks.
AI-Powered OTT Platform Solution for Sports and Entertainment


Here’s How We Help
Master SI for OTT Streaming Services
- Take advantage of Tata Elxsi’s framework to roll out new OTT app features 20–25% faster.
- Achieve 30-35% lower operational & maintenance costs.
- Design-led OTT transformation enhances customer experience, increases subscriptions by 15–20%, and reduces churn by 20–25%
- Gen AI led engineering transformation across OTT SDLC improving productivity by 40% using Tata Elxsi’s productivity assist tools.
- 30-40% cost reduction by OTT vendor consolidation.
Run and Operations Management
- NOC and SOC led OTT Management and Support delivering 25- 30% reduction in support ticket volume.
- OTT video testing and automation with up to 87% automation coverage
- Application performance and user analytics, enabling modular upgrades through a microservices architecture for scalability and future readiness.
Robust Security and Privacy Techniques
- End-to-end OTT security and compliance
- Reduce piracy risks by 25–33% with advanced DRM solutions, AI-driven threat detection, and robust security protocols
Solution Framework

Design & User Experience (UX/UI)
✔ UX design (Dynamic UI, personalized content)
✔ Localized/ multi-lingual UI design
✔ Personalized user journey creation
Technology Development & Modernization
✔ Application building and platform engineering
✔ Cloud-native OTT app development & migration
✔ API development and standardization
Operations, Security & Optimization
✔ Operations management & NOC support
✔ Security & compliance
✔ Cost optimization & process efficiency (Off-shoring, consolidation)
Why Tata Elxsi?
- Proven expertise as a master system Integrator – successfully leading OTT app transformation projects worldwide.
- Accelerated solutions – TEPlay, a feature-rich end-to-end OTT platform.
- Award-winning UX design team – renowned for delivering exceptional user experiences.
- Strong ecosystem partnerships – collaborating with top DRM/CAS providers, analytics solutions, advertisement platforms, and media players.
- Strategic consulting excellence – deep expertise in discovery, analysis, design, execution, and optimization.
- Performance-driven engineering – focused on scalability, low latency, enhanced security, and resource optimization.
- GenAI led engineering & transformation – leveraging AI across the OTT SDLC lifecycle for enhanced efficiency.
Customer Delight
Customer Delight

ZEE International & ZEE5 Global
"Tata Elxsi brings in great technical expertise and domain knowledge and has been a key partner for us in enabling a great user experience on ZEE5."
Amit Goenka, CEO - ZEE International & ZEE5 Global
In Focus
Information Hub
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Why OTT App Modernization is Essential?
OTT app modernization is essential to meet evolving user expectations and market demands. It streamlines operations, reduces maintenance costs, and accelerates feature rollouts. With microservices, cloud-native deployments, and API-driven architectures, providers gain scalability and personalized content delivery. Enhanced security, advanced DRM, better analytics, and automation improve efficiency and user experience. Unlike traditional setups, modernized OTT platforms handle traffic surges, adapt to changing viewer needs, and integrate seamlessly with emerging technologies—ensuring optimal performance, reduced latency, and new revenue opportunities in a competitive streaming landscape.
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How Can AI Accelerate OTT App Modernization and Management?
AI plays a pivotal role in modernizing and managing OTT platforms by automating workflows, enhancing personalization, and optimizing performance. TEPlay, Tata Elxsi’s end-to-end OTT platform, leverages AI-driven analytics to streamline content delivery, predict viewer demand, and enable dynamic scaling. Machine learning models enhance personalization through real-time insights, delivering tailored recommendations and adaptive user interfaces. AI also automates content tagging, metadata enrichment, and quality control, reducing operational overhead. Additionally, AI-powered monitoring ensures proactive issue resolution, minimizing downtime and enhancing user experience. By integrating AI, OTT providers can accelerate feature rollouts, reduce maintenance efforts, and stay agile in an evolving digital landscape.
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Can My Legacy OTT Platform Successfully Migrate to a Cloud-Native Architecture?
Absolutely. With the right strategy, transitioning to a cloud-native architecture is feasible and highly beneficial. Tata Elxsi has helped leading OTT players modernize their platforms through phased migration approaches—containerizing or refactoring services step-by-step to minimize downtime and ensure a smooth transition. By adopting microservices, legacy systems gain the flexibility to integrate new features, handle fluctuating demand, and enhance scalability. API gateways enable seamless communication between legacy and modern modules, maintaining consistent data flow. With cloud-native solutions, OTT providers benefit from elastic scaling, automated updates, and strengthened security, improving overall performance while reducing long-term operational costs.
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What security measures are essential for safeguarding OTT content against piracy and data breaches?
Essential security measures include digital rights management (DRM) to protect content rights, end-to-end encryption for secure data transmission, and multi-factor authentication to block unauthorized access. Regular vulnerability assessments identify potential threats, while AI-driven analytics detect suspicious activities in real time. Token-based authentication further safeguards streaming sessions from hijacking attempts. Additionally, robust firewalls and threat intelligence solutions help counter emerging attack vectors. Aligning with global privacy and compliance standards ensures your platform maintains consumer trust and avoids legal ramifications. With a holistic security approach, OTT providers can minimize piracy risks and safeguard valuable intellectual property.
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How does microservices architecture contribute to faster updates and continuous innovation?
Microservices architecture breaks large, monolithic applications into smaller, independently deployable components. Each service can be updated, tested, or replaced without affecting the entire platform, minimizing downtime and accelerating release cycles. This agility fosters continuous innovation, as teams can experiment with new features in targeted areas. API integration further streamlines communication between different modules, ensuring consistent performance. By isolating potential failures, issues are contained, reducing the risk of widespread outages. Overall, microservices enable OTT providers to respond rapidly to market trends, deliver regular enhancements, and maintain a competitive edge in the fast-evolving streaming industry.