Israel’s subscription OTT video sector has experienced substantial growth since 2015, while over the same period, traditional pay TV platforms have sustained notable subscriber losses. However, online video’s growth has not been achieved solely at the expense of pay TV. Although cord-cutting has been observed, the new market entrants have successfully appealed to users in demographics previously underserved – primarily younger viewers – with virtual pay TV offerings. This trend has resulted in the expansion of the total base of users paying for video services.