How an OTT app builder works
The apps already exist as templates that have been built and tested on each device platform. The builder exposes the parts that should differ between services: branding, menus, the rows on the home page and how titles are presented. A live preview shows the result on each screen size.
The configuration is stored on the server, so many changes, such as reordering home rows, reach viewers immediately without publishing a new app version.
What you can usually customize
- Logo, colors, fonts and artwork style
- Menu items and their order
- Home page rows: featured banners, continue watching, genres, collections
- Layouts per device, from a phone to a television
- Languages and regional variations
App builder vs custom development
A builder trades unlimited freedom for speed and reliability. You cannot invent a new interaction, but you get apps on every platform that are already tested and maintained as the devices change.
Custom development makes sense when the app itself is the product's point of difference. For most services the content and the brand are, and those are what a builder lets you express.
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