Over-the-Top (OTT) media services are now truly mainstream, and the medium term viability of traditional linear cable TV is fundamentally challenged, which will have ripple effects on multiple other industries. However, coupled with this growth, there has been a clear explosion in the number of OTT offerings – and viewers are spoilt for choice. At the end of the day though, the core tenets of any successful video subscription service will still hold out – the right content that customers will pay for (content is king – Disney+, HBO Max), non-negotiable userinterface (UI) / user experience (UX) (Netflix has set the standard), and deep customer insights and analytics beyond recommendation engines (AI led personalisation, interactive viewing, etc). We see 4 trends globally within OTT, as we begin this new decade, and responses from the industry. These include:Imminent mass competition (Disney+, Time Warner, NBCU, others adding competition for limited space) — OTT Alliances to achieve scale to compete against FANGA (Salto, JOYN)OTT fatigue and consumer confusion (many services, unclear positioning/differentiation) — Focus to build clear identity in the customer’s mind (Kayo Sports, Rugby Pass)Rising SAC / economic squeeze (Netflix US SAC up 250% in 4 years, rising churn management costs) — Distribution innovation – Telco, events / lifestyle partnerships (Starz Play, Now TV)Reliance on consumer spend (limited advertising puts pressure on high monetization of customers) — Ad-supported video on demand (AVOD) resurgence, but only for those without blockbuster content – targeted and interactive ad models (Viacom Pluto, EBX)While Netflix was clearly the OTT pioneer and is the dominant force, we see the market stabilising in the medium term with a maximum of 5 scale OTT players in each market. We'd bet on a few others that will hold on to be longer term winners, based on the above.