Over-the-top (OTT) services such as video calling, text messaging, video streaming, document sharing, etc. offered over traditional telecom services, have touched lives of consumers across spectrum. Innovation is being witnessed in modes of communication, travel, entertainment, delivery of essential services, financial payments, monitoring and fixing accountability, among other areas.
It is plausible that the use cases of OTT services differ with economic setting, infrastructure, awareness level, education, gender, age, occupation, attitude, and other factors. As internet penetration is on the rise (especially in developing nations such as India), these services have an effect on the consumer socially as well as economically.