CSPs are rapidly evolving their distribution and engagement models with OTT service providers to capture new opportunities and become more competitive. While OTTs want to maximize and stand out in a highly crowded market, CSPs want to increase profitability by bringing more digital services. Although Telco – OTT partnership-based model supports higher profitability, it also leads to various challenges in provisioning, ease of use for bundled services, complex value chain, billing, and passive churn of customers