Then, more than 40 OTT players are crowding up the video space, too. Most of them except Netflix and Amazon Prime Video offer an ad-supported version and are nibbling away at the digital ad pie. Industry insiders estimate the ad revenues of Disney+ Hotstar—the largest OTT player by subscriber base—to be upwards of `1,000 crore. "Every penny that goes to OTT as ads, doesn't go to Google or Facebook," says Gupta.