Expanding your video platform to 5 devices and platforms
20 december 2019 

Expanding your video platform to 5 devices and platforms

Expanding your video platform to new devices is nowadays not very difficult. But every device or platform involves certain points of attention. It is therefore wise to find out what the conditions are before you start expanding your video platform. We will highlight these points in this article.

1. Website

The most obvious platform on which you can launch a video platform is the web. The most famous web browsers are Google Chrome, Safari and FireFox. Together they have a market share of more than 85% worldwide. It is therefore important that your video platform at least works optimally on these browsers, so that you are sure that you can reach a large target group. Keep in mind that the requirements for a website may differ per browser. Also make sure that your video platform is responsive. This allows users to easily navigate on their mobile, tablet and desktop computer. The mobile website in particular must work well as more than half of the users go to your platform via his or her mobile phone.

2. Mobile apps

The Apple and Google Play app stores are the most popular for your mobile phone. The requirements that your mobile app must meet to be admitted to these stores differ per platform. Google Play checks your app via a number of automated checks and tests. If this does not result in any other irregularities, then your app is approved and will be placed in the store within a few hours.

Apple, on the other hand has stricter guidelines, which are enforced through automated tests as well as human testers. Two common reasons for app rejections are “in-app purchases” and “minimum functionality”. Apps that sell digital products, as you typically do on a video platform, must enable users to purchase these products via “In-app purchases”. That means that all payments made by users within the app are made through Apple. Between 15% and 30% of sales are deducted by Apple. Take this into account in your business model. Minimum functionality means that your app is expected to have a minimum set of app-specific features that make it “app worthy”. For example think of push notifications, GPS, or download to go. Apple’s idea is that your app is not a copy of your mobile website.

3. Google Chromecast and Apple Airplay

Nowadays it is also possible to send your videos to a television screen via your mobile phone or tablet. The 2 most popular ways to do this are Chromecast or Airplay. This is particularly interesting for video platforms on which users can watch longer videos, such as films or series.
Chromecast is a device that looks like a large usb stick. You plug a Chromecast stick into the HDMI connection of your TV. You can then send videos and music to your TV via your smartphone or tablet. If you connect this ‘mini-computer’ to your TV, your device will actually become a ‘smart TV’.
For Airplay you do not need a HDMI stick but an AppleTV. This is a device that you also connect to your TV. You can then stream videos and music to the TV screen with your Apple devices and apps.

4. Expanding your video platform to Smart TV

Almost all smart TVs have an app store where you can find a large number of apps. The most popular brands are Samsung, LG and Philips (operated by TP Vision). Samsung has the largest market share in the Netherlands and worldwide (more than 50%). Just as with mobile apps, your smart TV app must meet various conditions. The conditions are different for each brand, but in general it is important that your app works simply and easily. Every part of your app must be accessible via the cross navigation on the remote control. Also keep in mind that with some brands, such as Samsung, you have to pay a percentage of the turnover. The height of the percentages may differ per brand.

Expanding your video platform to smart tv

Video streaming app in the Smart TV app store

5. Set top boxes

Set top boxes nowadays also have an app store. In example, users who have a TV subscription with T-Mobile, KPN or Ziggo have these boxes at home. For these apps basically the same conditions apply as for smart TVs.

If you are just starting out with your video platform and have a relatively low budget, it is smart to start with a responsive website. You can reach the whole world with minimal costs. As soon as you make more sales per month and become more successful, you can consider launching your video platform on other devices and platforms. It is important that you always look at where your target group is located. Based on this you can determine which of the above options matches with what you want to achieve.

If you want to know more about setting up a video platform, feel free to contact us.