In this article, Oleg Stepanyuk, Head of Delivery Partnership and Presales Engineering at Oxagile, brings years of hands-on expertise to guide content distributors of all kinds toward their best-fit online video platform (OVP) choice.
With a focus on unbiased, practical insights, Oleg breaks down the critical, and sometimes overlooked, factors that will give decision-makers the clarity they need to choose the right solution for their specific operational goals.
The perfect solution’s hiding in plain sight. Or is it?
When selecting the correct online video platform solution — out-of-the-box (OOB), custom, or a blend of the two with tailored enhancements — there’s an awful lot of juggling to be done. After all, it can significantly impact your business’s financial wellbeing. No pressure, right?
However, success looks different for everyone, and what works for one might be a complete misfit for another. So, in this article, I won’t be advocating for any single, “one-size-fits-all” approach.
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When going custom is a winning move
Two roads to custom
To build or to buy? Key considerations for your video platform
1. Cost clarity
2. Customization & creativity: how unique can it be?
3. Adaptability and control potential
4. Skills needed and growth power
5. Time restrictions
Custom vs. white-label video platform decision checklist
What should be your next move?
Our practice at Oxagile is simple: if an out-of-the-box solution meets the client’s needs, we recommend it, adding only the necessary integrations — no need to reinvent the wheel.
That said, there are circumstances when it’s the custom solution that makes perfect sense.
When going custom is a winning move
During our 19 years in the industry, we’ve seen many cases where custom-built solutions are the ideal fit for distributors aiming for:
- Advanced features and full control
Off-the-shelf solutions can sometimes fall short for businesses that require specific, high-powered capabilities. For example, our client from the sports broadcasting domain needed rich OTT features. Besides, they made the strategic decision to transition from a traditional sports media company to a media-and-tech business. To support this shift, they opted for a custom solution that provided the flexibility and allowed them complete control over their platform.
- Speed and simplicity of deployment
In other cases, simplicity is key. Take another example, our client who needed a rapid setup to support live and on-demand streaming for a horse racing event that was just around the corner. In their case, a complex, feature-packed solution that is hard to deploy would just weigh them down. Instead, a lightweight custom platform offered all the essential functions, enabled a swift deployment and required minimal onboarding time — perfect for their fast-paced needs.
- Unique user experiences
When the user experience calls for something distinct, custom solutions can help shake things up. For instance, Oxagile built a unique platform for live basketball games, integrating real-time player tracking and AI analytics. Another example is a second-screen solution, where flawless synchronization between TV broadcasts and in-app feeds is essential. The same justification for a custom solution applies to a recent project where the client envisioned a new way to consuming premium live events, offering synchronized multi-camera streams and the ability to select and switch between camera angles, making users feel like they’re at the live event while watching it at home.
Two roads to custom
A small note here: going custom doesn’t always mean building the whole platform brick by brick. Think of it more as choosing your level of customization, as here are two ways to make a custom development approach work for you:
- Building from scratch: This is the full package because it involves developing both the frontend and backend entirely from the ground up, as in the cases I mentioned above.
- Opting for the hybrid approach: Here, we either take a reliable off-the-shelf backend and layer on a custom-built frontend. For instance, here we used Kaltura’s backend but crafted a distinct, one-of-a-kind frontend that gave them a signature look and feel.
Or, within the hybrid approach, we go with another scenario: using an off-the-shelf backend and adding custom integrations, such as recommendation engines, subscription management systems, regional payment gateways, or features like Watch Party that might not be supported natively.
Just keep in mind, ready-made OVP providers differ in how much wiggle room they offer for custom system integrations — while some are as flexible and open for tweaks, others stick to a more rigid approach.
To build or to buy? Key considerations for your video platform
If the cases for a custom solution didn’t win you over right away, it’s only right. Deciding between a custom build and a white-label OVP is a face-off between two giants — and a nice King Kong of low licensing fees suddenly meets its Godzilla counterpart in the form of high expertise needed, and things only get more complicated.
If you want your platform to stand a chance in this monster battle, you’re going to carefully consider the following benefits and the challenges of each option.
1. Cost clarity
Pricing
Custom build
Building your own platform demands a significant upfront capital expenditure (CapEx). While this investment may yield cost savings over time by eliminating recurring licensing fees, it does not completely remove ongoing operating expenses (OpEx) tied to infrastructure and maintenance.
Operating expenses remain essential, as the platform requires a deployment environment and continuous resource usage. Tasks like encoding new content, scaling to meet user demand, and utilizing CDN services all contribute to OpEx, regardless of the initial investment.
White-label solution
This option generally involves minimal upfront costs, although many OVP providers still impose a setup fee. Most providers then adopt a pay-as-you-go pricing model, where costs rise with increased users or streaming hours. So, while this approach may seem convenient initially, it’s crucial to consider how expenses can accumulate over time.
Maintenance
Custom build
Any platform needs ongoing support, and with a custom-built solution, this support can be more resource-intensive. However, as we’ve done in our company, it’s possible to implement an efficient, lean support process to minimize the demand on specialist capacity and keep the process low-stress.
But let me emphasize here that with a custom solution, the company has complete control over maintenance and updates, allowing for quicker fixes and optimizations.
White-label solution
Basic maintenance and infrastructure monitoring are typically included in the licensing fee for a white-label solution. Most packages also come with ongoing support, making it a convenient choice for minimizing operational complexity.
Curious about the final numbers?
We’ll map out a customized cost breakdown, showing exactly what your CAPEX and OPEX could look like based on your user base and growth goals. With our project experience, we’ll help you target the most cost-effective and surprise-free solution.
2. Customization & creativity: how unique can it be?
Uniqueness
Custom build
A custom build is a blank canvas, not a template. It gives you the freedom to create a unique, differentiated experience tailored to users. This is ideal for projects that are inherently distinct — like second-screen applications — as well as those where the uniqueness is achieved through a specific combination of look, feel, or features.
Such creative autonomy allows you to build exactly what you envision without constraints imposed by existing frameworks.
White-label solution
A white-label solution is often a fast way to launch with the most essential features, but the trade-off is that your service may blend in with others, missing the opportunity for a unique brand identity or specialized features.
While such a platform might seem like a practical choice in the MVP phase, as your business progresses, you may discover the need for specific features that the standard package doesn’t support. If your requests aren’t prioritized by the provider — particularly if you’re not among their primary clients — these features may remain out of reach indefinitely. So, while an off-the-shelf solution may serve you well now, it’s worth considering if it can truly grow alongside your platform’s evolving demands.
Customization
Custom build
Custom-built platforms allow almost endless customization capabilities, enabling businesses to evolve according to their unique needs and focus on their own roadmaps and differentiation, without having to adapt to predetermined features, external market trends and the direction set by an OVP.
White-label solution
OOB video platforms may appear convenient, offering an easy setup that aligns with basic requirements, but they come with significant drawbacks as needs grow.
By the time limitations arise, you’ve already invested time and resources into adapting to the platform, making a shift away from it costly and complex. Migrating from these platforms can be especially challenging with closed systems that don’t support APIs or integration options. And while some providers offer basic migration tools or scripts, others may be inflexible, suggesting you start from scratch on a new system while leaving user accounts, existing subscriptions, and financial transactions in limbo.
Branding
Custom build
You’re in the driver’s seat here. There’s total freedom to style everything, making sure your brand’s vibe and identity come through loud and clear.
White-label solution
Many providers offer just basic branding options, like adding your logo or tweaking colors, which barely scratch the surface of expressing your brand’s full personality. That’s why it’s crucial to carefully choose OOB solutions that provide extensive customization capabilities, with their own experience management platforms and enabling you to craft a unique look and feel.
3. Adaptability and control potential
Control
Custom build
Custom solutions offer full control over every element of the application, allowing for a highly tailored solution. However, this comes with the responsibility for managing and ensuring the platform’s overall success.
White-label solution
White-label OVPs offer a pre-built solution with no direct influence over its features or future development. The service provider maintains control over the platform’s functionality and roadmap.
Compliance
Custom build
You’re in full control, so you can build compliance features right into the platform, tailored to meet exact regulatory needs.
White-label solution
Compliance options depend on the provider’s setup, which may limit your ability to meet certain regulations exactly as required.
Flexibility
Custom build
Built to bend, stretch, and grow. With the right setup, it’s easy to adapt, tweak, and extend as your business evolves or the market shifts. Plus, as I’ve mentioned, there’s no vendor lock-in — you’re free to switch providers or make changes as you see fit. You can also build in-house expertise, giving you full control over maintenance and future updates.
White-label solution
Flexibility has its limits here. You’re working within the box the provider built, and how far you can go depends on how much wiggle room they’ve given you upfront. And again, there’s a risk of vendor lock-in since you’re dependent on a single provider and you rely heavily on the provider’s framework, tools, and support.
4. Skills needed and growth power
Expertise
Custom build
Managing a custom platform requires actively overseeing product life cycle elements such as backlog management, feature prioritization, and strategic decision-making. This approach allows organizations to leverage specialized expertise and foster innovation, tailoring the platform to meet specific and evolving needs.
White-label solution
An OOB solution operates more like an “on/off” switch. Minimal technical expertise is needed, as the platform comes pre-configured with limited flexibility. This simplicity is beneficial for quick deployment but restricts opportunities for customization and specialized enhancements.
Innovation
Custom build
A custom platform gives teams the flexibility to experiment with new ideas, develop unique features, and test assumptions as needs change. This flexibility allows for steady improvements and scaling the product as requirements grow or change.
White-label solution
An out-of-the-box solution, by contrast, is more rigid. The features are typically predefined, which limits your ability to adjust or expand beyond the initial setup. For instance, AI-powered capabilities are in high demand right now, but they often require custom development. If you need something unique, like real-time player stats on a second screen that helps viewers directly control their experience, an OOB platform probably won’t cover it without extensive modifications.
5. Time restrictions
Time to market
Custom build
Going custom takes longer up front, since you’re building exactly what you need from scratch, complete with unique features and infrastructure. That said, with a smart MVP approach and efficient backlog management, even custom projects can get to market fast. For instance, a scalable simulcasting solution was delivered in just 2.5 months by Oxagile, showing that with the right planning, custom solutions don’t have to mean slow rollouts.
White-label solution
Off-the-shelf solutions are ready-made, which means faster deployment overall. But this speed comes with trade-offs — like limited flexibility down the road and constraints on unique feature development. OOB can be ideal for a quick launch, but it may require significant adjustments or even re-platforming as needs evolve.
Custom vs. white-label video platform decision checklist
| Decision Factor | Custom Solution | White-Label (OOB) Solution |
| Cost & Maintenance | High upfront cost (CapEx) with ongoing OpEx, but no license or any similar expenses. Potential for long-term savings. | Low initial cost with pay-as-you-go, but costs increase as user base grows. Basic support included. |
| Uniqueness & Customization | Complete creative control for a unique, tailored experience, ideal for specialized projects. | Limited branding and UX; may work short-term but can feel restrictive as needs expand. |
| Branding | Full control over branding to establish a strong brand identity. | Some may have basic branding options and be limited in fully reflecting brand’s personality. |
| Adaptability & Control | Full control over platform development and feature roadmap; requires ongoing management. | Provider controls the roadmap and features; limited flexibility to add new functions independently. |
| Flexibility & Vendor Lock-In | Highly flexible with no vendor lock-in; scalable and adaptable to evolving needs. | Flexibility limited by provider; potential for vendor lock-in, making switching providers costly and complex. |
| Expertise & Innovation | Requires technical in-house expertise. | Minimal expertise required. |
| Time to Market | Sometimes slower deployment but allows unique features. | Rapid deployment but limited scalability and flexibility, which could hinder growth over time. |
| Compliance | Full control over regulatory compliance, easily adjusted to meet specific requirements. | Compliance depends on provider’s setup; may limit ability to meet certain regulations. |
What should be your next move?
By now, you’ve explored custom and white label online video platform solutions in depth, from their core benefits to specific challenges. You understand what parameters to focus on, and that will get you a long way.
Still have questions about your specific case? Give us a shout, and we’ll do our best to help you in search of the optimal solution, because the more refined your understanding of each specific option is, the higher your chances of success.
On that note, if you’re looking to get a more detailed look at OOB or custom solutions, explore our stack of case studies to spark ideas and hit us even more specific, targeted questions about what’s right for you.
At the end of the day, you want to make viewers happy, increasing revenue along the way. You might even want to increase revenue at the beginning and middle of the day too with the right platform. And that’s exactly what we are here for.
