There are currently about 40 providers of OTT services. OTT has become affordable, and its delivery on internet is also affordable. The rising penetration of broadband has played a key role in speeding up the growth of OTT. As the content is accessible on smart phones, content can be accessed anytime and anywhere. People do not want to be tied down to specific times to view the content. This is the main reason for the rise of OTT.