OTT platforms are online audio and video sharing services, streaming content directly to users over the Internet. These platforms operate independently of satellite and cable television, giving audiences access to programming across a range of content, all without necessarily requiring a subscription. OTT platforms have successfully experimented with many revenue streams, including subscription-based, advertising, and partnership models. These revenue streams ensure that OTTs get paid while at the same time keeping their viewers engaged with content that captures their attention.
A large number of individuals have a preference for OTT applications over traditional television because of features like Cost effectiveness, User experience, Flexibility and Device compatibility. According to a recent report by PwC, India’s Entertainment & Media industry is expected to reach US$73.6bn by 2027 at 9.7% CAGR. The number of over-the-top (OTT) video-streaming consumers in India is expected to expand to 600 million by 2025, with platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and homegrown apps like ZEE5 leading the charge.
Though these numbers show the current OTT popularity, it will be equally interesting to study how they sustain themselves financially and what novel business models will operate in their favor in 2025. As the demand for customized, scalable, and feature-rich OTT platforms continues to rise, companies like Colourmoon Technologies are leading the charge in revolutionizing the industry. Renowned as the best OTT platform development company, Colourmoon Technologies empowers businesses to create cutting-edge streaming solutions specific to their unique needs. We combine advanced technology with strategic insights to help brands progress in this competitive OTT market. Want to know how OTT Platforms Make Money? Looking to launch a subscription-based service or an ad-supported model? Or want to know how to start your OTT platform in 2025? Partnering with Colourmoon ensures your platform is built to captivate audiences and drive sustainable revenue growth.
OTT Business Models in 2025
For businesses to remain competitive in the OTT industry, they must implement futuristic strategies. There are three major types of OTT business models in 2025: Subscription-Based Models, Ad-Supported Models, and Hybrid Models. Each category will provide excellent opportunities for various audience types and revenue streams. Let’s analyze these categories and understand the specific business models included in those.
Subscription-Based Models
This model revolves around providing premium content and everything related to monthly subscriptions; it is a steady revenue stream and loyalty creation through exclusive offerings. This means that platforms can reach large audiences and retain them by customizing subscription plans to meet the different needs of various members. Below are the three main strategies under this model:
1. Tiered Pricing Plans: They are the pillar of the subscription-based model. By extending itself through different tiers of pricing for different demographics, the budget of a platform could be made to reach for example, a basic plan that includes standard-definition streaming and limits the number of simultaneous screens, even while innumerable user-defined profiles can be made available in this plan. These allow the user to upgrade the plan according to his/her needs. A well-designed schema would significantly improve customer satisfaction and long-term loyalty in such cases.
2. Family Sharing Features: Majorly because a single subscription would enable many accounts, family sharing has changed the course of how subscription-based models are viewed by users because they will now feel they are getting more value. Top examples include Netflix and Disney+ Hotstar, which have opened up their platforms for household members despite having different viewing preferences, thereby not only increasing adoption rates but also fostering brand advocacy since satisfied users are likely to recommend it to others. An affordable price for bundled subscription services could be a great retention strategy for customers in a highly competitive market.
3. Regional Content Bundles: Another very useful value proposition in subscription-based models is regional content libraries. Considering the linguistic diversity in India, it is perhaps the best example of platforms that have thrived with localized offerings, such as ZEE5 and SonyLIV. Keeping up with such niche audiences, regional bundles are very likely to result in profound connection, engagement, and loyalty. By investing in culturally relevant storytelling and regional collaborations in the narratives of their OTT platforms, they can tap into the relatively underserved market and build loyal subscribers.
Ad-Supported Models
Ad-supported channels can create a revenue model that allows them to give content for free to the users without charging them. This model, therefore, helps the pocket conscience viewers who want no-cost access to content and a world of programming options. This is how ad-supported models function and survive:
1. AVOD: AVODs, such as YouTube and Pluto TV, have embedded ads before, during, or after videos as avenues for monetizing their services. The success of this model depends on strong ad relevance matching with quality viewer preference. Advanced analytics ensures these ads are non-intrusive and contextually relevant to minimize user aggravation. With that, it allows platforms to have a critical mass of users as well as strong advertiser interests. Thus, as AVOD craves to become internationally accepted, it’s going to be a great option to be utilized for those users who aren’t into paid subscriptions.
2. Sponsored Content Partnership: In such sponsored content partnerships, brands have the opportunity to seamlessly integrate their products into the narrative of a show or film, thereby creating organic marketing opportunities. A travel show might have hotel chains or an airline as part of the story unit, subtly weaving in the brand image to the viewer. This works for the brand as well as the platform, as it authenticates the content and rakes in substantial revenues. Sponsored collaborations also open avenues for cross-promotion and amplify the reach of both parties involved.
3. Dynamic ad insertion: Dynamic ad insertion (DAI) is next-generation technology that dynamically injects ads according to the individual viewing habits. Unlike other ad models, every viewer has a unique-to-himself personalized, individualized advertisement. For example, a sports person gets fitness gear advertisements on his screen while on the contrary a movie addict has advertisements of upcoming movie funs getting released. The accuracy in targeting thus increases, along with a boost in advertiser ROI and a gain in user experience, making DAI an incredible backbone of modern, ad-supported premises.
Hybrid Models
A hybrid model has been designed with the elements of a subscription-based model as well as some elements of an advertiser-supported approach. It is intended to bring the greatest possible flexibility to meet the needs of those segments of the audience that value a variety of things from a site. The two model combine their respective strengths, maximizing revenue streams for the platforms while also providing a customizable option for users. This is how hybrid models work:
1. Freemium Plans: Freemium plans are that happy mode between free and paid, as it allows users to see some limited content with ads and unlock more features using a subscription. Big names like Spotify and Hulu have respectfully made use of this model in terms of luring audiences with free trial periods and enabling the granting of full membership as time goes on. Freemium plans lower the entry barrier for new users, giving them a free taste of the platform’s value proposition before they pay for it.
2. PPV Events: Pay-per-view (PPV) events offer mainly very particular content a la carte; that is, you only pay for what you want to watch. This model is mostly used for live sports events, concerts, and exclusive movie premieres. PPV adds to revenue and creates hype around that content which is in demand. This allows penetrating the public with a single event and trending topics for casual and hardcore watchers alike.
3. Transactional VOD (TVOD): This model allows the user to rent or buy a title, thus providing another source of income in addition to subscription fees because it doesn’t always repeat that monthly fee. Examples of these systems are found on platforms like Apple TV+ and Google Play Movies. Such pay-per-view types are for personalities who would prefer to own some movies or shows rather than join an entire library. TVOD provides a sweet spot for niche markets and can be coupled with other monetization strategies to define how each platform will serve every kind of consumer behavior.
How Do OTT Platforms Earn Money?
Apart from conventional revenue sources, OTT platforms have a collection of new monetizing methods that promise more profitability and address customer diversity at different levels. These assure regular income, along with increased user engagement and loyalty towards a brand. Here’s an elaborate discussion of the multiple sources of income for OTT platforms:
1. Subscription Fees: The barring of subscription fees is the lifeblood of revenue models of most OTT platforms. Well-structured monthly or yearly subscription plans ensure a steady income stream that is also recurring, bringing a quantum of comfort to a business’s day-to-day financial affairs. As the king of OTT, Netflix, Amazon Prime Video, Disney+, etc., always look to offer exclusive content libraries to encourage users’ intended or unlimited subscription behavior to these platforms. These platforms create strong incentive value to the viewers by securing more and more high-quality original programming- blockbuster movies, binge-worthy series, niche documentaries, etc. Tiered pricing third-world-plus, world-standard, world-premium-offer results to being able to relate to different demographics to attract as many subscribers as they can but encourage them to upgrade for perks like 4K streaming and offline downloads.
2. ADS-based Revenue: Ads on free versions of apps can be other major revenue sources for OTT platforms. This method is called Ad Based Video On Demand (AVOD), which is accessed by low-paying clientele who mainly want everything free. Companies such as YouTube, Tubi, and Pluto TV make huge revenues by putting non-intrusive ads before, during, or after video content. Advanced analytics are fundamental to this, making it possible for platforms to serve highly targeted ads based on user behavior, preferences, and demographics. The better degree of ad targeting decreases intrusiveness, thereby enhancing viewer acceptance, improving advertiser ROI, and maximizing ad revenues for the OTT providers. The innovations like dynamic ad insertion allow for facilitating personalization in real-time, engaging viewers and increasing ad efficiency.
3. Licensing Deals: Licensing deals allow OTTs to generate distinct revenues by taking advantage of existing content libraries while not incurring production costs. By licensing popular shows to third-party platforms, broadcasters, or international markets, huge royalties can be generated. By not doing too much, Netflix, for example, has licensed several of its original series to local broadcasters in several countries, thereby creating passive income and also plastering out its global footprint. Licensing diversifies revenue streams while at the same time extending the reach of content, putting it in front of new audiences, and elongating its life cycle. This approach works wonders for platforms with massive back catalogs or region-specific content.
4. Merchandising Opportunities: Merchandising, which comprises products associated with any hit series or franchise, creates auxiliary revenue streams and strengthens brand loyalty. Generally, when a show or movie turns into a cultural phenomenon, viewers wish to own some merchandise associated with the special characters, storylines, or even themes. This is the reason why platforms like Disney+ capitalize on this opportunity by selling branded products, including clothing, toys, collectibles, and even themed experiences. For example, the sort of success generated by the Marvel Cinematic Universe (MCU) series makes it all the more natural that many are interested in possessing superhero merchandise. OTT platforms can, therefore, build closer relationships with their audiences even as they generate more income from exciting fan bases using merchandising opportunities.
5. Data Monetization: What data monetization means is the analysis of user behavior, tagging insight, and selling that to advertisers, research companies, or content creatives. The data OTT platforms collect includes viewing habits, preferences, search queries, and demographic information treasure troves of data that can empower advertisers. For example, they could tell an advertiser, “They’re mostly between 18 and 24 years old and like the films in the action genre and the actor Dwayne Johnson.” These pieces of information make advertising hyper-targeted, ensuring every message is cast to a specific nature of audiences. While privacy regulations must be adhered to, ethical data monetization can unlock value for both the platforms and the advertisers in a win-win outcome.
6. Partnerships with Telecom Providers: Collaborating with telecom providers is a strategic move that expands reach and significantly reduces the cost of acquisition for customers. Most OTT resources partner with telecommunication companies to sell bundled free service provisions to their customers through internet or mobile plans. JioCinema, for example, offers its content free of charge to subscribers of Jio as a part of an effort to ensure widespread adoption without too much hassle or inconvenience. Such partnerships benefit both parties because they help network operators gain new customers by providing them with additional value while making the OTT offering instantly accessible to a large audience. Bundles simplify the billing process for users, which is yet another plus.
7. Live Streaming Events: Popular OTT platforms organize various live streaming events, including sports matches, concerts, and webinars, to gain enormous revenue generation. Such events encourage people to pay only once when using the pay-per-view (PPV) method, and they can also increase the platform recognition among casual viewers who can later be converted into long-term subscribers. For example, the Indian Premier League (IPL) cricket matches are broadcast by Disney+ Hotstar, wherein PPV access fee charges apply. YouTube and Facebook Live host similar virtual concerts, allowing artists and event organizers to entice a global audience at the same time generating revenue through ticket sales or sponsorships. Live events add immediate revenues and an adrenaline rush about the platform to facilitate organic growth.
8. Crowdfunding Campaigns: Through crowdfunding initiatives, fans become part of the creative process and facilitate engagement with the audience while producing upfront funds for new initiatives. While platforms like Patreon or Kickstarter have demonstrated how independent filmmakers can appeal to fans to raise funds for their documentaries or web series, even the already established OTT players can adopt this approach by introducing their users to the process of creating new titles. Crowdfunding campaigns can be used for niche documentaries or experimental films. They allow testing market demand for the documentary before deciding whether to invest in it. It creates a sense of ownership for fans, builds brand loyalty, and early stage financing stands to lower the financial risk to the platform.
Make Your Own OTT Platform and Earn Money
OTT platforms may seem like a complicated affair with a lot of different technological choices at hand, but they can truly become a reality for you through the right guidance and strategized execution. With the OTT sector growing tremendously, there’s never a better time than now to carve yourself a piece of this industry. Follow these 8 steps, along with the expertise of Colourmoon Technologies, and build a successful OTT platform that mesmerizes your audience and provides steady revenue.
1. Define Your Niche: The initial step in building a successful OTT platform is to realize the target audience and curate content that appeals to their interests. Whether it is educational videos, regional cinema, fitness tutorials, or some very tiny niches like indie films or spiritual content, knowing your niche will define success for you. Do a thorough market analysis regarding what your audience is interested in and what is offered by competitors out there for the same targets. Most importantly, if you are targeting a regional audience, providing content in the local language would do wonders for the platform. Such a well-defined niche can now not only capture a completely concentrated user base but also define your platform as the go-to point for kinds of content.
2. Choose the Right Technology Partner: Collaboration with a reputable technology partner is important to the design of a scalable, feature-rich OTT platform as per your vision. We build custom OTT solutions at Colourmoon Technologies. Our team uses technologies like AI personalization, multi-device functionality, and robust security protocols so that your platform provides a seamless experience in accessing services. From conceptualization to deployment, we take care of every aspect before you can focus on the growth of your business. Choose a partner who builds your platform for scale and capability against the trends of tomorrow and the pace of changing user behavior.
3. Develop a Monetization Strategy: A detailed monetization strategy ensures profitability in the long run. Choose between subscription-based revenues or ad-supported or a combination of the two. Subscription fees will bring in a steady income through tiered pricing plans, while ad revenue is from free users. A hybrid plan that combines freemium with an ad-based marketing alternative is probably the most attractive to users as they get an appreciated offer to access limited content for free while providing uptake to premium. Think of other revenue channels, such as pay-per-view events or licensing deals or merchandise with popular content. A broader monetization scope holds a stronger guarantee about the revenues while giving the content diversity in the audience.
4. Secure Content Rights: Exclusive high-quality content is the mainstay of any successful OTT platform. It is essential to procure several licensing agreements for films, television shows, documentaries, or original productions; thus, they may become available to attract and keep viewers. Get in touch with content creators or production houses or even copyright distributors and secure rights for your library. Similarly, if a budget restricts you, one could think of commencing with public domain content or independent filmmakers. Invest in original programming to differentiate and make your platform stand out compared to your competitors and create a devoted audience. Again, ensure that all the content is copyright-worthy and has rights according to the regional regulations.
5. UX Optimization: User experience (UX) is one of the main deciding factors affecting the success of your OTT platform. Create an easy-to-use interface with simple navigation, fast loading, and attractive designs. Recommendations based on AI algorithms do play a significant role in user engagement by providing relevant options of media depending on their viewing habits. Other key features are offline downloads, multi-language support, and parental controls to reach audiences with diverse needs. Conducting checks for bugs, performance failures, and usability hurdles would ensure that your platform is tested regularly for a smooth experience. A happy user will be far more likely to stay subscribed, recommend your platform to others, and continue to watch your content.
6. Start Marketing Campaigns: The effective promotion of your OTT platform increases awareness and helps in user acquisition. Use social media platforms, influencer collaborations, and SEO strategies to reach your target audience. Create engaging trailers, teasers, and behind-the-scenes footage to create a buzz around the offering. Paid campaigns handling visibility drive great traction on Google, Facebook, and Instagram, especially in the launch period. You can then reach out and partner with bloggers, YouTube content creators, or other professionals relevant to your niche for additional exposure. Offering time-limited discounts or free trials can help spread the word about your platform.
7. Measure Performance Metrics: For continuous improvement, analytics tools must act as the compass to measure KPIs such as user engagement, retention rates, churn rates, and revenue trends. There are valuable facts that you also get, such as the best-performing content, which features users are engaging with, and where the dropout points are. For instance, if certain genres have garnered higher watch times, try expanding that genre within your library. The demographic in question may also help you define your marketing and content strategy further. Using data allows you to become agile to reach pain points and build on ROI over time.
8. Scale and Innovate: Keep scaling your operations and innovating with the growth of your platform to stay ahead of the competition. Regularly updating your content library with new seasonal releases or exclusive premieres will help keep users engaged. Adopt emerging technologies, such as VR, AR, or interactive storytelling, for immersive experiences. Explore other monetization streams, including live-streaming events, gamified features, and e-commerce integrated into branded merchandise. Maintaining an alertness to trends in the industry and consumer preferences will keep your platform in the know and competitive in the constant change of the OTT field.
OTT Platform Development and Features
Developing an OTT platform comes out of the subject of thoughtful planning and execution. While capable of delivering more seamless experiences with attractive features, they must include the following key features to a successful OTT platform:
1. Multi-Screen Support: Modern viewers want seamless access to content from almost any device these days. Multi-screen support will involve an advanced technical infrastructure allowing smooth content synchronization between smartphones, tablets, smart TVs, and desktops. The core challenge involves making a responsive design that would adapt not only to different screen sizes but also resolutions and input types. This necessitates the development of adaptive streaming technologies, solidification of user interfaces, and rapid and bufferless transitions. Users should, however, view the whole content in a single interface. Backend systems have to be set up to track user progress so that viewers can start watching a show on one device and then continue where they left off on another- from wherever they are.
2. Personalized Recommendations: Recommendation engines now lie at the very heart of contemporary streaming platforms. Modern streaming services leverage great machine learning algorithms analyzing behavioral signals along with the complete history and interaction patterns of each user to provide highly personalized content. These advanced AI systems neither solely rely on users’ watch history nor do they use typical algorithms that just correlate viewing by such factors as time of day and genre but also include more nuanced advantages, such as which part of the viewing to write down. This means that it should create a highly predictive model capable of understanding better what a user likes more than himself or himself. And since these very sophisticated algorithms will learn continuously and adapt to changes or new viewing habits, recommendations will become more persuasive and accurate over time.
3. Offline Viewing Capacity: Offline viewing is essentially providing alternative means of connectivity, plus flexibility to the user. Downloading content off the internet would be crucial in allowing users to watch their shows without an internet connection- important for the traveling audience, the commuting audience, and locations with intermittent network connections. It is important that offline viewing come bundled with very tight digital rights management (DRM) since restricting the use of illegally acquired content will become a challenge. This, coupled with intelligent downloadable content management systems that would optimize storage, track expiration dates of content, and provide users fine-grain control over download quality and number, forms a technical complexity in terms of security encryption, storage, and hosting the users when they come online for synchronization.
4. Social Sharing Integration: Social sharing changes solitary content consumption into a collaborative one. It enables platforms to harness organic reach and the user’s networks for marketing when readily sharing favorite shows, clips, or recommendations. Sophisticated social integration takes it beyond simple share buttons, creating site-specific preview formats, measuring sharing peripherals, and potentially implementing co-watching features. In short, the content discovery is more social and interactive, letting the user know his or her friends are watching something and letting him or her recommend features, thereby creating the feeling of community. It requires a solid API integration with various elements of social media and intuitive user-interface designs.
5. Multi Language Subtitles: A global viewership necessitates rich multilingual support, and augmented subtitle systems do not just specialize in conventional translation. They provide integral localization experiences, for instance, with professional translations, proper synchronization of automatic subtitling, multiple format supports, and even adaptations regarding font, size, and colors. Modern platforms are rolling out AI-powered generation and real-time translation capabilities into subtitles. The technical challenge lies in keeping the data precise, synchronized with audio and creating a seamless viewing experience across various languages. It opens the doors for the international audience on the platform to create content as globalized and accessible.
6. Parental Controls: Parental controls help keep younger children out of view while comforting parents. This all-inclusive system would do far more than only blocking certain types of content: advanced parental controls would include detailed filters based on content ratings, limit viewing times, have profile-specific settings, and provide access to activity logs. Parents would have the ability to create settings for viewing environments that are limited according to their children’s ages and monitor viewing history. Implementing these requires advanced user authentication processes, granular permission settings, and intuitive management interfaces. These should be robust enough to avoid workarounds yet user-friendly and flexible across various family arrangements and cultures.
7. Payment Gateway Integration: Seamless payment systems are the heartbeat of monetization in a platform. Modern payment goes beyond simple transaction-processing money matters but flexible subscription, global payment method support, and secure, PCI-DSS compliant transactions. These payments should be put together from credit cards, digital wallets, and local payment methods. The system should ensure pricing transparency, automatic renewal, and subscription management with relative ease. Back-end challenges include dealing with multiple currencies, secure tokenization, recurring billing management, and user-friendly payment interfaces that reduce friction toward reducing abandonment rates for subscriptions.
8. Analytics dashboard: The analytics dashboards convert simple data into strategic views and even interpret raw data. These advanced dashboards surpass contribution metrics such as views and watch time and provide predictive analytics, modeling, and end-to-end performance tracking. These systems help a platform understand the efficiency of its content, churn prediction, and make data-driven choices. Its major functionalities are live monitoring, user segmentation, content performance analysis, and integration with business intelligence tools. The technical complexity entails massive data processing, machine learning algorithms for predictive modeling, and a design of user-friendly visualization interfaces that make complex data easily understandable even for business stakeholders.
Searching for an OTT App Development Company? Contact Us!
When building a world-class OTT platform, it is partnering with the right development company makes the difference. Well, Colourmoon Technologies specializes in crafting customised OTT solutions that attract audiences and increase sales. Our experts use the latest technology in delivering platforms as stunning as they are functionally very high quality and scalable.
We take care of every part of OTT app development, from conceptualization through deployment to post-launch support. Whether you’re a startup launching your very first platform or a large corporation aiming to stretch its digital frontier, we have you covered. Our track record, innovation, and commitment to excellence make Colourmoon Technologies the most distinguished option in OTT app development.
Why choose Colourmoon Technologies for OTT App Development?
1. End-to-End OTT Solutions: We really mean the end of the line about OTT app development- from conceptualization to deployment and through the post-launch support. This whole approach safeguards our clients’ travel, whether they are startups attempting to launch their first streaming platform or tried-and-true household brands wanting to enhance their digital presence. Lifecycle planning, designing, developing, testing, deploying, and continuous optimization are revealed in the whole gamut of lifecycle support.
2. Futuristic Technology Stack: Using cutting-edge technologies, we build robust, scalable, and secure OTT platforms. The entire technology plethora that we support includes cloud-native architectures, microservices, containerization, and serverless computing. For cross-platform development, we use a strong framework like React Native, with powerful backend technologies based on Node.js and Python, along with smart cloud solutions from AWS, Google Cloud, and Azure, for unparalleled performance and reliability anywhere in the world.
3. Custom Design and User Experience: The user experience for each OTT platform we develop sits at the core. Our design team works to create intuitive interfaces that engage users and make them want to keep coming back. We spend a lot of time researching users, building very detailed user personas, and using design thinking techniques to implement interfaces that are just beautiful but also incredibly functional. Everything from seamless navigation to personalized recommendations makes every touchpoint a delight to your audience.
4. Scalable Infrastructure: We are building OTT platforms looking far into the future. Our infrastructure solutions are just what you need to consider at scale – millions of concurrent users, excellent quality streaming, and seamless scalability in response to future audience growth. We deploy adaptive bitrate streaming, content delivery networks (CDNs), and load-balancing techniques to smooth out the streaming experience across devices and network conditions.
5. Advanced Monetization Strategies: Generating revenue is very important for every OTT platform. It includes all the monetization methods as follows:
- Subscription models.
- Pay-per-view.
- Ad integrated.
- Hybrid models.
- Dynamic pricing.
- Advanced analytics for revenue maximization.
6. Security and Compliance: When it comes to security for your content and user data, we provide:
- Advanced DRM technologies
- End-to-end encryption
- Secure payment gateways
- GDPR/CCPA compliance
- Regular Security Audit
- Multi-factor authentication
7. Continuous Support and Maintenance: Our partnership does not end with the application deployment. We provide:
- 24/7 technical assistance
- Regular platform upliftment
- Performance monitoring
- Continuous improvement recommendations
- Quick resolution of issues
- Consultation on Scalability
8. Competitive Pricing: We offer transparent model pricing that matches your essential requirements. Our engagement model is flexible and can take the form of:
- Fixed-price projects
- Time and material contracts
- Dedicated team models
- Hybrid pricing mechanisms
Are you ready to transform your OTT vision into reality? A free consultation with Colourmoon Technologies will help carve a pathway forward. We will work with you to design a world-class OTT platform that thrives in a world of intense competition. Get ready, as this is the opportunity to elevate your existing businesses to a world-class OTT platform. Contact us today, and let us help you realize your vision!
Conclusion
Having enormous implications and forecast changes in 2025, it should be expected that many more OTT applications would come into being in the future. As in the above blog post, different business models and kinds of monetization are crucial components when pursuing one or another OTT application in this competitive market. So if you are looking forward to building an extraordinary OTT platform for the future, Colourmoon Technologies should be your partner, offering you the resources and the knowledge to secure an upper hand in the list of competitors. Let’s envision our journey into the future with a success that starts today.