OTT may be the messiah of modern media. More than half of 22-54 year olds didn’t watch paid TV in 2017, according to a marketing agency study. The shift from traditional broadcast, or cable viewing, to more fluid, video-based behaviors is swiftly making its mark. This year, 90 percent of Millennials claimed they regularly binge-watch. The thirst for entertainment on-demand is strong and growing. But what’s behind it? Simplicity and customization. The leaders of effortless entertainment -- Netflix, Amazon and Spotify -- all share a common mission to make people’s daily lives better by surrounding them with what they need, at the moment they need it, through a personalized entertainment experience.