We’re used to thinking of the OTT technology landscape in terms of technology components—transcoders, origin servers, advertising servers, players, DAM systems, and so forth. But these silos are rapidly breaking down. The need for scalability, agility, and automation, coupled with the demand for continuously state-of-the- art systems in an intensively competitive environment, are forcing a change in how the vendor community should be planning, developing, deploying, and marketing their offerings. This talk discusses, from an analyst’s perspective, how the industry and its needs have changed in recent months and how they will change over the next 2–3 years.