OTT partners find the process frustrating and inflexible, too. Some of the most-desirable OTT companies show reluctance to enter into one-off partnerships. Customers also encounter difficulties, with some service providers not set up to handle OTT service basics, like multiple users per account, parental controls, and single sign-on.

And many customers encounter difficulties as well, because some service providers are not set up to handle OTT service basics, like sharing among multiple users within the account, parental controls, and single sign-on across all their services.