Addatimes is a Bengali streaming platform that provides users access to movies, web series, and other shows through multiple channels, including web, Android app, iOS app, Apple TV, Android TV, Amazon Fire TV Stick, and Samsung.
In 2017, Addatimes partnered with us to develop an over-the-top (OTT) video streaming solution that could handle its growing user base and provide a seamless customer experience.
It was clear that the solution needed to solve the following core problems:
The ecosystem was highly fragmented between Android, iOS, Windows Mobile and Blackberry platforms. Each of the platforms used different technologies, and handled media differently. Hybrid platforms like Cordova attempted to solve this problem, but had a significant performance problem, especially on media rich apps.
Developing native apps increased the cost and maintenance overhead, as there were fractures within each ecosystem as well, especially in Android, with stock Android and customized android ROMS often differing in behavior.
The biggest challenge was managing the cost of the project while still providing a good customer experience. The team needed to develop a scalable platform that could handle millions of users simultaneously while ensuring that the platform was accessible to users with different devices and internet speeds.
Another major challenge was the lack of standardization in the streaming industry. There were no clear guidelines for video quality, streaming protocols, or security standards, which made it difficult for the development team to ensure compatibility with different devices and software.
This required the team to constantly test the platform and make adjustments to ensure that it was working well on all devices.
The distribution of content within the ecosystem requires collaboration with multiple stakeholders such as content aggregators, distributors, ISPs, and local cable operators.
This involves managing content distribution, third-party customers, and pre-packaged offers with external entities, all of whom have their own unique integration requirements and challenges.
Apple HLS streaming which was initially implemented with AVC (H.264) was later updated to support HEVC (H.265) and also the later AV1 codecs
Per frame transcoding optimization was implemented to achieve better picture quality at lesser bit rate
CRM and CMS systems of the platform has also been improved over time to better engage with customers and handle common customer issues
Business Intelligence was developed by brainstorming key performance indicators and mapping them to understand user behavior, demographics and journey to make pricing adjustments as well as content development strategy.
The Addatimes OTT platform was launched in 2016 and quickly gained popularity in the Bengali-speaking community. Within the first year, the platform had over a million registered users, and it continues to grow at a steady pace.
The Addatimes case study highlights the challenges of developing an OTT platform in an ecosystem where one did not exist before. The solution demonstrates how effective collaboration between a software development company and its client can lead to a successful outcome. The team's ability to manage costs while still providing a high-quality customer experience is a testament to their technical expertise and innovative thinking.
Ultimately, the Addatimes OTT platform's success is proof that effective software development can help businesses succeed in a highly competitive market.
