Streaming platforms are evolving beyond traditional content delivery by creating interactive ecosystems that engage audiences in real-time, thereby reducing churn and monetizing viewer attention. PubNub supports these innovations by enabling OTT and live event platforms to transform passive viewers into active participants through features like live chat, watch parties, and gamified experiences, all synchronized within milliseconds. This shift aligns with industry reports like the 2025 NAB Future of Television Initiative and Deloitte's 2024 Digital Media Trends, which emphasize the necessity of interactivity and personalization in the saturated media landscape. PubNub's Illuminate engine further enhances this by providing tools for real-time decision-making and viewer engagement, crucial for sports, media, and betting platforms where instantaneous interaction can boost session length and revenue. As demonstrated at the NAB Show 2025, the future of OTT lies in turning viewers into participants, fostering a communal and personalized viewing experience.