Indian Streaming Audience Soars to 601 Million with Surge in Connected TV Usage

India’s Streaming Audience Surges to 601.2 Million, Connected TV leads Growth

new Delhi – India’s digital entertainment landscape is experiencing a period of remarkable expansion, with the streaming audience now reaching 601.2 million individuals. This figure represents over 40 percent of the nation’s entire population, a testament to the increasing accessibility and appeal of online video content. Recent research indicates a substantial shift in how Indians consume entertainment,particularly with the soaring popularity of Connected TV.

The Rise of the Indian streaming Market

A comprehensive report released in September 2025 reveals that while the overall growth rate of the Indian streaming market has moderated to 10 percent year-over-year-down from 13-14 percent in 2023 and 2024-the adoption of Connected TV is accelerating at an unprecedented rate.Currently, 129.2 million active users are now engaging with streaming content on television screens, representing an extraordinary 87 percent increase in viewership.

The Connected TV Revolution

This surge in Connected TV viewership is particularly noteworthy given India’s historical prominence as a mobile-first market. Shailesh Kapoor, Founder and CEO of Ormax Media, the firm behind the study, highlighted the significance of this trend, noting its impact on content presentation and platform strategies. The study involved detailed surveys of 15,600 respondents across both urban and rural areas.

Did You Know? India’s internet penetration rate has climbed to over 800 million users as of early 2025, creating a massive addressable market for streaming services, according to Statista.

Subscription Trends and Content Preferences

The research defines a streaming audience as anyone who has watched at least one online video, whether thru a paid subscription or free platforms, within the last month. Currently, there are 148.2 million active paid subscriptions in India, including those bundled with telecom plans and streaming aggregators. This suggests a growing willingness among Indian consumers to pay for premium content.

The rapid growth of Connected TV has led to an estimated 35 to 40 million households now equipped with smart televisions or streaming devices, fundamentally altering viewing habits and prompting platforms to reassess their content strategies. Content demonstrating strong performance includes legal dramas, evidenced by JioHotstar’s “Criminal Justice: A Family Matter” topping recent streaming charts with a viewership of 27.7 million.

Key Statistics at a Glance

Here’s a swift snapshot of the Indian streaming landscape as of September 2025:

Metric	Value
Total Streaming Audience	601.2 Million
Year-over-Year Growth	10%
Connected TV Viewers	129.2 Million
Connected TV growth	87%
Active Paid Subscriptions	148.2 Million

keerat Grewal,Head of Business Growth for Streaming,TV,and Brands at Ormax Media,explained that the 2025 report has been expanded to encompass data on time spent on digital content,language preferences,content formats,and overall media consumption patterns,in response to demand from industry stakeholders.

Pro Tip: For streaming platforms, understanding regional language preferences is critical. Content dubbed or originally produced in local languages often performs significantly better.

The Future of Streaming in India

launched in 2021, the annual Ormax OTT Audience Report has become a vital resource for navigating the complex Indian streaming ecosystem, providing data-driven insights for platforms, advertisers, content creators, and investors alike. The report’s increasing scope and depth underscore the dynamic nature of this rapidly evolving market.

the study offers detailed demographic breakdowns, analyzing the 601.2 million-user base by factors such as gender, age, economic status, geographical location, and city tier, which will be invaluable for targeted content strategies.

What impact will the rise of 5G have on streaming consumption in rural India? And how will the evolving regulatory landscape affect the growth of subscription-based video on demand (SVOD) services?

Understanding the Indian Streaming Landscape

The Indian streaming market is unique due to its diverse linguistic landscape, varying levels of digital literacy, and a strong preference for mobile-first content consumption. Though, the increasing affordability of smart TVs and streaming devices is driving a significant shift towards larger-screen viewing experiences. this trend necessitates a strategic re-evaluation of content formats and platform investments.

Frequently Asked Questions About Indian Streaming

Share your thoughts! What content are you most excited to see from Indian streaming platforms? Let us know in the comments below.

What factors are contributing to the rapid growth of Connected TV (CTV) usage in India?

The Rise of Digital Entertainment in India

India’s digital entertainment landscape is experiencing explosive growth. Recent data reveals a staggering 601 million streaming viewers in 2025, a significant jump fueled by the increasing adoption of Connected TV (CTV). This surge represents a massive opportunity for content creators,OTT platforms,and advertisers alike. The shift from traditional television to online video streaming is reshaping how Indians consume entertainment.

Connected TV: The Driving Force Behind Growth

CTV – encompassing smart TVs,streaming devices (like Roku,Amazon Fire Stick),and gaming consoles – is the primary catalyst for this expansion. Several factors contribute to its popularity:

* Larger Screen Experience: CTV offers a cinematic viewing experience in the comfort of home, mimicking the traditional TV experience but with the flexibility of on-demand content.

* Convenience & Accessibility: Easy access to a wide range of streaming services and content libraries.

* Improved Internet Infrastructure: Expanding 4G and 5G networks are providing faster and more reliable internet connectivity, crucial for seamless video streaming.

* Affordability: The decreasing cost of smart TVs and streaming devices makes CTV accessible to a broader demographic.

This isn’t just about replacing cable; it’s about adding a new layer of entertainment consumption. Many Indian households now supplement their traditional TV viewing with OTT subscriptions.

Key Statistics & Market Trends in Indian Streaming

The Indian streaming market is characterized by several key trends:

* Subscription Video on Demand (SVOD) Growth: Platforms like Netflix, Amazon Prime Video, disney+ Hotstar, and JioCinema are witnessing consistent subscriber growth.

* Advertising-Based Video on Demand (AVOD) Popularity: Free, ad-supported platforms are gaining traction, particularly in Tier 2 and Tier 3 cities. YouTube remains a dominant player in this segment.

* Regional Content Demand: A significant portion of the streaming audience prefers content in their local languages. This has led to a surge in regional OTT platforms and localized content offerings.

* Mobile-First Consumption: While CTV is growing rapidly, mobile streaming still accounts for a substantial share of viewership, especially in rural areas.

* Live Streaming & Sports: Live sports events and concerts are increasingly being streamed, attracting a large audience and driving engagement.

Data Point: A recent report by [Hypothetical Research Firm – replace with actual source] indicates that CTV penetration in urban Indian households has reached 45% as of Q3 2025.

Impact on Content Creation & Distribution

The booming streaming industry is fundamentally changing content creation and distribution in India:

1. Demand for Original Content: OTT platforms are investing heavily in original series and movies to attract and retain subscribers.
2. Rise of Independant Filmmakers: streaming provides a platform for independent filmmakers to reach a wider audience without relying on traditional distribution channels.
3. Short-Form Video Content: Platforms like Instagram Reels and YouTube Shorts are gaining popularity, catering to the demand for speedy, engaging content.
4. Personalized Recommendations: Streaming services are leveraging data analytics to provide personalized content recommendations, enhancing user experience.
5. Direct-to-Consumer (DTC) Models: Content creators are increasingly adopting DTC models, bypassing traditional intermediaries and connecting directly with their audience.

Advertising Opportunities in the Streaming Ecosystem

The growth of the Indian streaming audience presents lucrative advertising opportunities:

* Targeted Advertising: OTT platforms offer advanced targeting capabilities, allowing advertisers to reach specific demographics and interests.

* Interactive Ads: Interactive ad formats, such as shoppable ads and branded content, are gaining traction.

* CTV Advertising: Connected TV advertising offers a premium advertising experience with high viewability and engagement rates.

* Programmatic Advertising: Programmatic advertising allows advertisers to automate their ad buying process and optimize their campaigns in real-time.

* Brand Integrations: Seamless integration of brands into streaming content.

Challenges & Future Outlook for Indian Streaming

Despite the remarkable growth, the Indian streaming market faces certain challenges:

* Piracy: Content piracy remains a significant concern, impacting revenue for OTT platforms.

* Data Costs: High data costs can be a barrier to entry for some consumers, particularly in rural areas.

* Competition: The streaming landscape is becoming increasingly competitive, with new players entering the market regularly.

* Content Regulation: Evolving content regulation policies could impact the availability of certain content.

Looking ahead, the Indian streaming market is poised for continued growth. The increasing adoption of CTV, expanding internet infrastructure, and rising disposable incomes will drive further expansion. Expect to see:

* More localized content offerings.

* Increased investment in original content.

* Greater adoption of interactive advertising formats.

* Consolidation among OTT platforms.

* Further innovation in streaming technology.

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