Digitization has changed the way how we as a consumerlike to store, use, and access the data. The most evident change is in our behavior i.e., flexibility on how we interact with the product and services offered and our expectations like convenience in terms of time and place, ease of access, competitive pricing to name a few.
OTT platforms provide a wide array of services including Subscriptionbased video on demand i.e., SVoD services or simply OTT television or streaming television like Netflix, Amazon Prime, Hotstar to name a few, OTT messaging as well as OTT voice calling also called VoIP i.e., voice over internet protocol like WhatsApp, telegram, skype and many more such services which use data. It also encompasses audio streaming services like Spotify, JioSaavn, and others.
The substantial growth of OTT platforms over the year is one of the examples. OTT platforms or ‘Over The Top’ is a streaming platform that provides media services directly to viewers via the internet. Millennials form the majority of the chunk of the overall transition from Television to OTT simply because it offers flexibility and meets the two basic things that we talked about, our changing behavior and expectations.
OTT services/contents can be accessed using various or any of the following internetconnected devices such as Mobile phones or tablets, smart TV, gaming consoles, settop boxes, desktop, and laptop computers.
With the sharp increase in the subscriptions of OTT Media Platforms, OTT can be looked upon as the future of advertising.

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Credits:
Anmol Sachdeva, Anurag Sharma, Simrat Kaur