Custom OTT means many different things to many different people depending on how they view OTT. What I consider OTT is what I use to call "Internet TV". Either way you look at it if you are perusing OTT you are delivering it through the internet whether its a Roku channel, or FirTV, android TV, Apple TV or whatever your target device is.
There are many options for OTT solutions but you need to be aware of your end goal and your budget. For example if you have an existing audience on YouTube and you want to connect with them via your own apps and Roku channels then you need a solution that will either deliver you not only the CDN or streaming services but also the apps that you will need. You need to work with a OTT provider that can manipulate or make changes in the apps if needed and make changes according to how you want viewers to interact with your platform. With that said there are many OTT solution based companies that have the CDN but do not have the front end programers that can really help you when you need it and vise versa. If they do have front end developers you want to ask them if their developers are in-house or if they have to use freelancers. If they use freelancers this is a big indication that you may want to look elsewhere.
Mobile OTT content is becoming so much more important than it has in the past. The ability for your viewers to consume your content from anywhere, and at anytime is placing more emphasis on mobile apps that can carry your video content. Combine mobile OTT solutions with Niche audiences and you can see that your apps may need to specialize according to the needs of your audience. This is why its best to work with a company that can give you not only your bandwidth streaming (CDN) requirements but also a company that can develop on the fly as you need them. Some companies like include a fee in their monthly service charge that allows you to make changes to your apps as needed and as you grow
Pricing is big issue for many companies first getting into the OTT market. Some of the bigger OTT solution providers can charge on average several thousand dollars a month. This means smaller companies that can not produce revenue in the beginning are choked under the weight of large monthly fees. You either need to work with a larger OTT company that has special pricing for small content providers or a smaller OTT solution company. Companies like have pricing that can scale depending on your needs and audience size. This can be a big advantage if you are just starting out.