What next after Netflix, Amazon Prime, Hotstar?

OTT stands for ‘Over The Top’ and refers to any streaming service that delivers content over the internet like Netflix, hotstart, zee5, amazon prim and o on.
Till sometime back, the consumer would take out a cable subscription (DTH) and their cable TV provider would be responsible for the supply and availability of programming. In the modern era, users can sign up for services like Netflix to access their offerings over the internet. So what is next?

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