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OVP product models vary in scale and feature-set, ranging from ready-made web sites that individuals can use, to white label models that can be customized by enterprise clients or media/content aggregators and integrated with their traditional broadcast workflows.
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OVPs are related to the over-the-top content video industry, although there are many OVP providers that are also present in broadcast markets, serving video on demand set-top boxes. Video heat maps show how user engagement rate changes through the viewing process in order to measure audience interaction and to create compelling video content. Modern online video platforms are often coupled up with embedded online video analytics providing video publishers with detailed insights into video performance: the total number of video views, impressions, and unique views video watch time, stats on user location, visits, and behavior on the site. OVPs also include providing a custom video player or a third-party video player that can be embedded in a website. This is usually manifested as a User Interface with log-in credentials. The OVP comes with an end-to-end tool set to upload, encode, manage, playback, style, deliver, distribute, download, publish and measure quality of service or audience engagement quality of experience of online video content for both video on demand and live delivery. Online video platforms can use a software as a service (SaaS) business model, a do it yourself (DIY) model or user-generated content (UGC) model. It is now commonly achieved through a web browser, and can be done by users with no programming experience.