Developing Original Series for OTT Platforms

Developing an Original OTT Content Series

Unlike licensing existing content, originals give you full creative control to come up with a bold narrative that might not fly on broadcast TV. OTT frees creators from rigid episode lengths or ad breaks, and episodes can be 20 minutes or an hour.

The process kicks off with pitching ideas and then moves to greenlighting based on market fit and budget. It's a collaborative effort that requires execs, directors, and even AI algorithms to predict your viewer's tastes so you can be confident that your ideas will take off.

The Benefits

One huge advantage of originals is they build a unique identity. Netflix wouldn't be Netflix without "Stranger Things" or "The Crown," for example. These shows create buzz and loyalty that keep subscribers paying month after month, and they drive sign-ups too. People often join just to watch that one exclusive series!

From a financial standpoint, you can also count on long-term revenue from merchandising, spin-offs, or international licensing if you manage to pull off a hit series. Engagement is another win. Originals encourage binge-watching, which is great for your service because it racks up viewing hours and makes it easier for your analytics to track user behavior and use it to make better decisions about what to produce and how to market it. Plus, awards and critical acclaim from originals can enormously elevate a platform's prestige.

Challenges in Development

Obviously, the costs can be astronomical here. If you're calling in high-profile talent, need excellent special effects, and want to do effective marketing, the costs can add up quickly. Also, not every show hits. There have been some big flops here in the past, and they should constantly remind us that even the biggest studios and services can fail.

Creative risks are part of it, too. Pushing boundaries might alienate some viewers or stir up controversies. There's also the pressure of having to make data-driven decisions. While analytics help, over-relying on them can stifle innovation and turn your series into a formulaic product rather than true art: and if you think viewers won't notice that, you couldn't be more wrong. Competition is also fierce, with many platforms vying for attention, and that means standing out will require constant reinvention.

Strategies for Successful Integration

To get your original series development done right, start with using viewing data to spot trends. If sci-fi is hot, lean into that, but add unique twists. Pilot testing helps you gauge your audience reactions before you make a full commitment, and be sure to budget wisely by balancing star power with emerging talent. Not every show needs A-listers!

It's a lot to get right, but the rewards are enormous. Having the right platform behind you can help. Reach out to us at Lightcast.com now for a free demo.