Companion Features in OTT: Elevating the Viewer Experience Beyond the Main Screen

The OTT industry is no longer just about delivering high-quality video streams. It’s about delivering experiences. As viewer expectations continue to evolve, one trend is standing out in 2025: the rise of companion features. These interactive and second-screen options are transforming passive consumption into active, engaging journeys that drive loyalty, time spent, and monetization.

In this article, we’ll explore:

• What companion features are
• Why they’re critical for the future of OTT
• Real-world use cases and benefits
• Technical and strategic considerations for operators
  

Want the full picture of the OTT ecosystem in 2025?
Read: The Ultimate Guide to OTT Technology 2025

What Are Companion Features in OTT?

Companion features are additional layers of interaction or control designed to enhance the core video experience. They often live on a secondary device (like a smartphone or tablet) or act as overlays on the main screen. Some of the most common examples include:

• Casting control (e.g., play on TV via mobile app)
• Second-screen experiences (live stats, social media feeds, background info)
• Interactive content (choose-your-path narratives, real-time voting)
• Co-viewing and social chat (watch parties, in-content messaging)
• Shoppable video and contextual advertising

These features blur the lines between watching, interacting, and even purchasing — all within a seamless digital environment.

Why Companion Features Are Gaining Traction

The demand for personalized, connected, and immersive content experiences is growing fast and it's being driven by user behavior.

The Data Speaks:

• 70% of viewers under age 35 use a second device while watching TV, mostly to engage with related content or social media.
• 58% of Gen Z and Millennials regularly engage in multi-screen viewing during entertainment consumption.
• 70% of viewers under 35 use a second device to interact with content, whether that’s chatting, googling, or playing companion games while watching TV.
• Companion content and interactive features are forecast to be among the top 3 growth drivers in OTT revenue by 2026.

For operators, this is more than a user feature. It’s a strategic opportunity. Interactive and companion experiences boost engagement, increase watch times, and open new revenue channels like sponsored quizzes, clickable overlays, or connected products.

Use Cases and Real-World Examples

Here are some leading OTT players who are setting the bar with compelling companion features:

Netflix

• Launched interactive titles like Bandersnatch and You vs. Wild
  Seamless casting and cross-device play options

Amazon Prime Video

• Uses X-Ray to offer cast bios, trivia, and scene details without interrupting the stream

ESPN+

• Show live stats, fantasy updates, and player tracking on second screens
• Users can interact with real-time overlays while watching sports events

Interactive Commerce (QVC, NBCUniversal)

• Shoppable video experiences integrated with streaming, turning viewers into instant buyers
  

These implementations demonstrate how companion features enhance the core value of content delivery with personalization and participation.

Benefits for Operators

Customer Stickiness
Companion features significantly enhance viewer engagement, which in turn increases overall customer loyalty. When users feel more involved in the viewing experience, whether by voting in real time during a reality show or browsing cast info on their phones during a drama, they are more likely to return to the platform. These added layers of interactivity create a stronger emotional connection with content and the service itself, reducing churn and increasing lifetime customer value.

Content Value Extension
By adding a second-screen dimension or interactive layer, operators can extend the value of their content far beyond its traditional runtime. For instance, a sports match isn’t just 90 minutes of viewing anymore. It becomes a deeper experience when combined with live statistics, commentary, and fan discussions. Companion features allow the same piece of content to offer more touchpoints, which increases engagement without requiring additional core content investment.

New Revenue Streams
Interactive experiences open up fresh monetization opportunities. With features like clickable overlays, in-stream purchases, branded quizzes, or second-screen ads triggered by viewing behavior, operators can diversify income beyond subscription and standard ad models. For example, shoppable content can convert viewer interest into real-time purchases, while gamified elements might attract sponsorship deals. These mechanisms tap into new advertiser budgets and e-commerce integrations.

First-Party Data Insights
Companion features generate a rich stream of behavioral and contextual data. Operators can learn when users interact, what devices they prefer, what companion content they engage with, and even how long they stay tuned in during second-screen interactions. This kind of first-party data is gold for refining UX, personalizing recommendations, and optimizing marketing campaigns. Importantly, it can be collected and used responsibly to comply with data privacy regulations while delivering a better experience.

Challenges

Cross-Device Consistency
One of the most complex challenges in implementing companion features is ensuring a consistent and intuitive user experience across devices. Whether a user starts on a smart TV and moves to a tablet or toggles between phone and desktop, the design must remain seamless. This requires a responsive, adaptive UI and tight backend coordination across different platforms. A disjointed or clunky experience could do more harm than good, leading users to abandon features altogether.

Latency Synchronization
In live environments, especially in sports or interactive broadcasts, latency between the main content and the second screen can break the experience. If a second screen delivers stats or polling results out of sync with what’s on TV, it frustrates users and reduces perceived professionalism. Solving this often requires low-latency video delivery solutions and tight coordination between the video player, backend systems, and front-end experiences.

Content Rights and Licensing
Operators should be aware that companion content such as behind-the-scenes footage, actor bios, or interactive story branches might not be covered under standard content licenses. Additional rights negotiations may be necessary, especially when integrating content from third parties or adding monetizable layers. Failing to secure proper rights could expose operators to legal and contractual risk, especially if companion features become widely used.

Privacy and Data Compliance
Collecting user behavior across multiple devices, particularly in real time, brings significant privacy considerations. Operators must ensure full compliance with regulations such as GDPR and other regional data laws. Transparency in how data is collected and used is essential, along with giving users clear control over their privacy settings. Partnering with a tech provider that builds privacy-first architecture can help mitigate this risk.

Final Thoughts: Companion is the New Core

In 2025 and beyond, OTT success won’t be defined by what you stream, but how you let your audience engage with it.

Companion features turn passive audiences into active participants. Whether it’s switching devices, casting content, interacting with trivia, or buying a product mid-show, the future of OTT is immersive, interactive, and intelligent.

Ready to evolve your OTT platform?

Contact UniqCast to learn how we help operators implement companion features and multiscreen strategies tailored to your market.