OTT is growing by leaps and bounds. In future, the focus would be on regional content. According Deloitte report, vernacular users will  be more than 2.5 times of the English Internet user base. Internet connectivity and mobile devices give a boost to such usage.

To begin with, OTT was about the TV on the go. Later original programmes were developed for the OTT platforms. Rural audience makes it necessary to develop programmes in multiple languagesfor multiple geographies. The medium may overtake TV as the preferred platform for movie premieres too. The time spent on mobile devices will increase too. It then becomes attractive as an advertising medium. There could be advertising-led model, as well as subscription supported model. There are hybrid models with a mix of free content and some content behind a pay-wall. Thre is growing preference for the medium among sports viewers. There will be a boost in fortunes of the live events industry.