According to a recent research by the Boston Consulting Group, the over-the-top video streaming services are expected to grow by $25 billion in annual revenues in 2016. Though this accounts to just 5% of the total global industry, OTT is growing at 20% annually, winning over traditional TV.
The research said, the impact of OTT purely depends on how consumers react to the content and expect in terms of choice, flexibility and navigation. OTT stands ahead of over-the-air traditional TV because of the content availability, flexibility of time and place for viewing content.
