The OTT platform has given an opportunity to a new generation of film makers, writers, actors and music professionals, similar to the IPL. Where IPL provided a lot of youngsters who were other wise in oblivion to access the international stage of cricket, OTT is providing a platform to budding producers, directors, writer, actors and musicians to showcase their talent to a wider range of audience, without the need of big stars of production houses needed to pull the audience to theaters.

Digitalization across the globe has changed the way media is consumed. Increase in number of internet users, better networks, technological innovations and availability of smart devices have resulted in the rise of new OTT media that offers services to viewers directly. Over The Top (OTT) refers to film and television content provided via a high-speed Internet connection rather than traditional cable or satellite provider.

Most of the OTT services run on a business model called “video subscriptions” which represents a new business model built around ongoing customer relationships. After tremendous success of the popular OTT platform Netflix, the streaming services took over the entertainment industry. Now more polished content and research based films & web series are being produced. Another positive that is springing up through OTT is that it is providing an opportunity to lot of new people from film industry, as well as breaking the monopoly of big stars & big distribution companies. Now content has become the wining factor.

Covid-19 outbreak has  changed life for everyone as never imagined before. Entertainment industry is not any exception to this. Theatres were closed for a long time and production of TV serials were on halt, resulting in audience looking for the most easily available entertainment option, viz. OTT. Now people are addicted to quality material on OTT platforms. The audience are used to watch content as per their comfort viz. time and location.

Since the success of Netflix, more and more streaming companies have entered the market, all creating their own content to attract viewers, and therefore, profits. This has led to a boom in the amount of television content available as well as to an increase in its quality; both in terms of visuals and story. The success of OTT has been coined "the golden age of television".

Can OTT replace the larger than life big-screen experience? This has become another significant question. The future of OTT, though, seems bright.