The rise of over-the-top (OTT) platforms such as Netflix, Amazon Prime Video, and Disney+ Hotstar has prompted brands to reassess their advertising strategies. With more viewers shifting towards these streaming services, brands are now requesting lower advertising rates to reach their target audience. While OTT platforms offer a high engagement rate and targeted marketing capabilities, the increasing competition among these platforms has led to brands seeking more cost-effective ways to advertise. Although the demand for ad space on OTT platforms is expected to surge, brands expect rates to go down as platforms compete for advertising revenue. This shift in advertising trends highlights the changing landscape of the media industry and the growing influence of streaming platforms. By offering personalized content and flexibility, over-the-top platforms have become a preferred choice for many viewers, especially among younger audiences. This shift has led to a decline in traditional TV viewership and an increasing need for brands to adapt their marketing strategies. However, with the rise in advertising demand on OTT platforms, brands are finding it necessary to negotiate lower rates to accommodate their budgets. As the popularity of streaming services continues to grow, brands must find innovative ways to capture the attention of viewers and stand out from the competition. This includes creating engaging content, utilizing data-driven insights, and leveraging partnerships with popular shows or influencers. While the demand for advertising on OTT platforms is only expected to increase, the evolving landscape presents both opportunities and challenges for brands. Finding the right balance between cost and visibility will be crucial for brands to make the most of their advertising efforts on these emerging platforms. As the advertising industry continues to evolve, it is essential for brands to stay abreast of the latest trends and adapt their strategies accordingly. By understanding the changing media consumption habits of audiences, brands can navigate the evolving advertising landscape and effectively reach their target customers.