Where are we in the OTT Cycle?

I’ve been thinking about this new world of OTT delivered programming, and where exactly we are in the cycle of an “enhanced” or exponentially growing programming industry. According to Diamandis/Kotler in their book BOLD, the development or evolution of an industry can be divided into stages. Like all modern biz theories, they’ve given it a catchy acronym: the “6 D’s of Exponentials” – Digitized/Deceptive/Disruptive/Demonitize/Dematerialize/Democratize. This concept is meant to be (at least) loosely applied to industrial advancements in our digital world, and I’ve been trying to identify which “D” we have arrived at now with OTT. Are we at the DISRUPTIVE stage yet? That means the next stage is DEMONITIZE, when (in this particular theory) programming will become largely free. The “removal of money from the equation”, such as when photography became digitized and is now pretty much free of cost to consumers. Are we there yet?