The global Cross TV and Over the Top (OTT) TV market, indicating that it is projected to increase from USD 59.67 billion in 2020 to USD 168.81 billion by 2028, at a compound annual growth rate (CAGR) of 14%. This growth is attributed to several factors, including the ubiquity of on-demand viewing and the convergence of linear TV with internet connectivity. These advancements have led to significant developments in cross TV and the OTT TV market. Additionally, the expansion of internet penetration has played a crucial role in facilitating this growth. One of the driving factors behind the growth of the cross and OTT TV market is the continuous advancement of TV-enabled devices. As technology progresses, there is a wide range of devices available that can support cross and OTT TV services. This includes smart TVs, streaming devices, game consoles, smartphones, and tablets, among others. The increasing popularity and accessibility of these devices contribute to the expansion of the cross and OTT TV market. However, there are also challenges and potential limitations to the growth of the OTT market. The availability of substitute services by telecom operators, such as video streaming and unlimited voice services with Voice over LTE (VoLTE) technology, can pose competition to OTT services. Additionally, low awareness among consumers regarding the benefits offered by OTT services may hinder the market's growth. Overall, while the cross TV and OTT TV market is expected to experience substantial growth due to factors like internet penetration and technological advancements, challenges such as competition from substitute services and limited awareness about OTT benefits may affect its expansion.