ISPs’ Position for Control of OTT Services

Internet Service Providers have operated on the margins of the streaming market while global platforms expand their reach. The inoRain Global OTT Industry Report 2025 notes that more than 5 billion viewers now access OTT services, yet ISPs continue to supply the bandwidth without embedding themselves in the value chain. The report states that the demand places operational, financial and security pressures on ISPs already balancing ageing networks and limited revenue models.

inoRain argues that the sector is at a point of change. It positions its technology as a route for ISPs to move from bandwidth carriers to full OTT providers.

Andranik Minasyan, CEO and Founder of inoRain, says: “ISPs have everything required to win the OTT market except the technology stack. We built inoRain to fix exactly that.”

He adds, “It’s time for ISPs to own their streaming destiny, not rent it.” Andranik frames the shift as a structural requirement rather than a competitive gesture, reflecting the pressures documented in the industry report.

Shaping inoRain’s position is the report’s data, which highlights monetisation gaps across the sector. 

Streaming providers lose up to 41% of potential revenue because of limited or inflexible charging models.

The intersection with piracy, which the report states affects 54% of OTT providers, while global churn increases and regional operators continue to depend on middleware that restricts product development.

Drawing on these findings, Andranik says: “ISPs are sitting on massive subscriber bases, but outdated OTT tools are draining their margins. You can’t compete in streaming with 2009 technology. You need flexibility, security and control. That’s what we deliver.”

ISP-led OTT models reshape commercial roles

Historically, ISPs have provided access while content providers have captured the associated revenue. inoRain states that the arrangement has produced a gap between network ownership and service ownership.

It presents an ISP-led approach in which providers deploy their own OTT services rather than integrate external streaming brands. The model places the OTT stack within the ISP’s operational environment, giving providers oversight of applications, billing, distribution and user engagement.

inoRain describes a technology package that includes a branded OTT application across major platforms, or set-top boxes using white-label, multi-tenancy systems.

ISPs can further deploy a web interface for cross-device streaming and select from monetisation models including AVOD, SVOD, TVOD, PPV, FAST and hybrid approaches.

It notes that its anti-piracy tools can reduce unauthorised access by up to 47% and that ISPs retain ownership of the infrastructure alongside technical support.

Andranik positions the capabilities as a structural adjustment for the sector. “When an ISP owns the OTT stack, they’re no longer competing with streaming platforms; they become one.

"And they do it with far more speed, reach and trust than any standalone OTT provider,” he says. He frames the approach as a way for ISPs to leverage their existing subscriber relationships and billing systems to build stronger commercial positions.

inoRain highlights ISP scale in streaming expansion

The inoRain Global OTT Industry Report 2025 outlines a market in which subscriber trust and established billing relationships remain central to long-term growth.

ISPs already operate these systems and inoRain argues that this puts them in a position to assume new roles in the streaming supply chain. As usage grows, ISPs with full-stack OTT capabilities may move into a tier of providers that link network distribution with content delivery in a single service framework.

Supporting this perspective is the report’s analysis of increasing competition across the streaming landscape. InoRain states that ISPs can leverage their network footprint and existing customer base to anchor their service strategies, rather than relying on external OTT brands.

Its position suggests that the next period of expansion will come from operators adopting direct streaming platforms built on their own infrastructure, rather than from established global OTT companies.

inoRain presents the model as a response to the commercial realities outlined in the report. ISPs that introduce OTT services through their own frameworks can position themselves within the revenue cycle while retaining oversight of delivery costs, service quality and user retention. Andranik maintains that the shift is underway and centres on one premise.

“When an ISP owns the OTT stack,” he adds, “they’re no longer competing with streaming platforms; they become one.”