As 2024 comes to a close, it's incredible to reflect on the significant milestones achieved in the OTT sector, especially for regional platforms like AAO NXT. This year demonstrated that storytelling rooted in culture and authenticity is resonating deeply with audiences. Regional content is no longer a niche but a mainstream phenomenon, with consumption expected to surpass Hindi-language content by 2025. Platforms like ours, showcasing Odia stories, have been at the forefront of this evolution, driven by growing demand in Tier-2 and Tier-3 cities and fueled by increased access to affordable technology and high-speed internet.

However, 2024 also presented challenges. Subscription growth slowed in saturated metro markets, requiring platforms to innovate to maintain engagement. The rise of ad-supported models and increasing consolidation among industry giants, such as Sony-ZEE and Jio-Disney, has intensified competition. Despite these challenges, AAO NXT has strengthened its position by remaining focused on celebrating Odisha's heritage and investing in user-centric innovations to enhance the viewing experience.

The industry also saw shifts toward shorter content formats, technology-driven personalization, and greater inclusivity, with features like multi-language support bringing diverse audiences closer. At AAO NXT, we embraced these trends while staying committed to telling stories that reflect our culture.

As we end this year, I feel immense pride in what we've achieved and gratitude to our viewers for their continued support. 2024 has been a testament to the power of local stories, and it lays the foundation for an even brighter future.