The digital distribution landscape presents content owners with complex strategic choices. As they explore direct-to-consumer options, they must find the best tactic to chart an appropriate path for a viable digital roadmap. One option is Fast channels, which place content on established platforms (Streamers) like Roku, Pluto TV, or Samsung TV Plus, offering rapid market access. However, they leave crucial elements of audience relationships in the hands of third-parties.
On the other hand, full over-the-top (OTT) platforms give content owners complete data control and differ fundamentally from the first regarding audience relationships and commercial domain. But what are the trade-offs between Fast channels and OTT platforms? And what’s the best strategy for media companies that want to succeed in digital distribution? Let’s examine the core characteristics of each approach to understand their distinctions better.
Fast Channels: Agility and Speed, With Trade-offs
Fast channels allow content owners to monetise their catalogues through existing platforms, reaching audiences without building substantial technical infrastructure. They can serve valuable purposes within broader distribution strategies, enabling content owners to:
- Test market demand: Fast channels provide relatively low-risk opportunities to assess audience interest in content libraries.
- Generate additional revenue: Content owners can monetise existing catalogues without significant technical investment.
- Build operational experience: Teams can develop digital distribution capabilities whilst working within established platform frameworks.
- Full monetization of content: While Fast channels enable revenue from back catalogs and secondary content via ad-supported models, premium titles remain reserved for pay offerings (PPV or SVOD) or exclusive deals with high-value distribution partners.
However, there are several considerations before choosing this distribution strategy, the main one being that the first-party data, including viewer behaviour, preferences, and contact details, remains with the platform provider rather than the content owner. This could be seen as a huge missed opportunity. Other points to consider include:
- Data ownership: When distributing through Fast channels, content owners receive limited insight into their audience. The platform owners maintain control of viewer relationships, restricting content owners’ ability to develop direct audience engagement.
- Commercial flexibility: Fast channels typically operate within established platform frameworks, limiting content owners’ ability to experiment with different commercial models or create unique viewer experiences.
- Market presence: Whilst Fast channels provide an immediate platform presence, they offer limited opportunities for brand development and audience relationship building.
- Limited access to the sales channel: Revenue-sharing models driven by Streamers—often paired with in-house or partnered advertising agencies—reduce content owners’ ability to collaborate directly with advertisers or tailor monetization strategies to boost channel and content performance.
Fast channels provide rapid market access and low-risk monetization, but they come with constraints in control and audience insights. That’s why they are best seen as tactical tools within a broader, long-term content strategy.
Full OTT: Control, Branding, and Flexibility
Another distribution strategy option is the full OTT approach, which presents its own set of opportunities and challenges. One of the main perks of working with this approach is commercial freedom. By building their own platforms, content owners gain complete data control, which enables collection and analysis of viewer data, supporting better content and commercial decisions. This is also invaluable when it comes to brand development. Owned services enable unique viewer experiences that strengthen brand relationships.
The full OTT approach provides a wide range of experimentation with different business models for content owners, from advertising to subscriptions or hybrid approaches, making it an attractive and profitable option. According to Parks Associates, over 70% of OTT video services now offer hybrid monetization (AVOD + SVOD), underlining the growing importance of flexible models.
Yet, to succeed with full OTT platforms, content owners must consider several elements:
- Content strategy and product differentiation: Attracting and converting audiences requires a clear go-to-market strategy, premium or exclusive content offerings, and an upselling path from free access (e.g., ad-supported) to paid models or memberships. Differentiation in both content and value proposition is essential for market positioning.
- UX/UI design: A successful user experience balances intuitive, proven navigation patterns with innovative elements that support broad adoption, including by less tech-savvy users, while reinforcing brand identity and premium positioning.
- Technical infrastructure: Delivering reliable streaming experiences demands robust cloud infrastructure, multiple content delivery networks distribution (balancing more than one, even different ones by geographic area), player applications, and supporting systems.
- Operational capabilities: Organisations need skills in areas like content and asset management, customer support, payment processing, CRM, and digital marketing.
- Audience acquisition and retention: Building direct audience relationships requires sustained investment in marketing and content strategies.
While resource-intensive, full OTT platforms empower content owners to leverage their audience relationships, expand brand equity, and unlock more tailored revenue models over time.
Bridging the Gap: Strategic Flexibility in a Changing Market
But is one better than the other? As the overall picture continues to evolve, various factors suggest content owners should consider measured approaches to platform development.
- Market evolution: As viewing habits continue shifting toward digital platforms, the value of direct audience relationships likely increases. For instance, YouTube now reports over 1 billion monthly podcast viewers, showing strong audience engagement on digital platforms.
- Technical standardisation: Core streaming technologies have become more accessible, potentially reducing platform development complexity. For example, enhanced RTMP, backed by Adobe, YouTube, and Twitch, updates the legacy protocol with modern codec support and HDR, while staying compatible with existing tools.
- Commercial opportunity: Direct audience relationships may enable new revenue streams beyond traditional content licensing. For example, creator-led shows like Beast Games on Amazon Prime drew 50M viewers in 25 days, highlighting how direct audience ties open new monetization paths beyond licensing.
These advantages inspire content owners to balance both approaches, beginning with Fast channels whilst establishing capabilities for full OTT operations. This can enable them to generate immediate revenue from existing content libraries, build market understanding from initial distribution through established platforms, and gradually develop the capabilities needed for complete platform operations.
For success, it’s crucial to maintain a diverse and rich content library to foster direct consumer relationships, ensure technical readiness through internal expertise and strategic partnerships, and capitalize on market opportunities by outpacing competition and meeting evolving audience demands.
Blended Approaches for Sustainable Growth
Fast channels and OTT platforms each offer distinct benefits. Instead of choosing one over the other, content owners should treat them as stages or components of a larger digital strategy. Fast channels can serve as a launchpad for audience testing and early revenue, while a well-executed transition to OTT enables data ownership, brand development, and long-term monetization. A hybrid, stepwise approach offers both immediate returns and sustainable growth in an increasingly platform-driven media landscape.
At Globant, our Media & Entertainment Studio helps you launch a Fast channel in just weeks, with a turnkey solution built for global reach. From business case to contract negotiation, we manage every step of the journey, including operations, distribution, and the seamless shift to a custom OTT platform that fits your long-term strategy. Our expertise empowers you to take full control, boost audience engagement, and unlock new revenue streams. Get a seamless experience with our full-stage support, and guarantee reliability and satisfaction for your audiences. Start your journey here.
