A technique for supporting over-the-top video-on-demand separates metadata ingest and real content ingest such that navigation needs only the metadata ingest to have been completed. The real content ingest can occur later if the navigation results in the real content being selected and if the selected content has not been ingested already. Additionally, content identifiers with limited range are used over and over to identify a practically unlimited range of available over-the-top content by mapping virtual content identifiers to dynamic content. The content metadata and real content ingest are synchronized on a video-on-demand system using the dynamically allocated content identifiers. Playlists can be virtualized with a logical content identifier which maps to a list of virtual content identifiers. Existing video-on-demand infrastructures can simultaneously support both static and dynamic content with preexisting video-on-demand back offices and video-on-demand clients.