Indian OTT Platforms Statistics By Demographics, Marketing, Regulations, Revenue and Subscription Rate

Introduction

Indian OTT Platforms Statistics: India’s OTT (Over-the-top) market is growing quickly in 2025, thanks to more people getting internet access, a variety of regional content, and new technologies. With over 500 million active users, the market is expected to exceed $10 billion by the end of the year. Platforms are putting money into original shows, flexible pricing options, and AI to personalize user experiences. However, they are also facing tough competition and changing regulations. As more consumers prefer on-demand content, the OTT scene in India is set for major growth.

In the changing world of entertainment, OTT platforms have become a major part of India’s entertainment industry. In 2025, the Indian OTT market is undergoing big changes due to shifts in what consumers want, new technology, and market trends. We shall shed more light on Indian OTT Platform Statistics through this article.

Editor’s Choice

• Revenue from OTT platforms in India is expected to reach $2.53 billion by the end of 2022.
• The biggest segment is video streaming (SVoD), which has a market size of $1.07 billion for that year.
• On average, each user is projected to generate about $6.38.
• User engagement on OTT platforms is estimated to be 28.2% by the end of 2022 and is expected to increase to 36% by 2027.
• The video OTT market size is projected to grow to $12.5 billion by 2030. In 2021, around 12 million users accessed digital-only content.
• Amazon Prime Video is the most popular platform for watching movies and TV shows in Indian languages.
• Indian OTT Platform Statistics stated that the audio OTT market is also expected to reach $2.5 billion by 2030.
• India’s digital sector ranks second in the media and entertainment industry and is expected to grow significantly in the television market.
• As of February 2022, about 658 million people in India were using OTT platforms.
• By 2027, the number of users in the video-on-demand segment is expected to rise to 178.4 million.

Indian OTT Platform Current Scenario

#1. Market Growth and Reach

• The Indian OTT market is growing fast, thanks to the increasing number of people getting internet access and affordable data plans.
• With a varied population and different regional tastes, OTT platforms are moving into smaller cities to reach new audiences.
• By mid-2024, India will have over 500 million active OTT users, and the market is expected to exceed $10 billion by the end of the year.

#2. Content Variety And Localization

• The saying “Content is king” is especially true in India.
• OTT platforms are investing a lot in regional content to meet different language and cultural needs.
• Content in Hindi, Tamil, Telugu, Kannada, and Bengali is growing quickly, with platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar expanding their regional selections.
• Local content attracts a wider audience and boosts subscriber numbers in smaller towns and rural areas.

#3. Original Content And Exclusive Releases

• Original content is becoming a key way for OTT platforms to stand out.
• Companies are spending heavily to produce high-quality, exclusive shows and movies to attract viewers and increase subscriptions.
• Even smaller platforms are creating unique content for specific audiences, which is helping them build loyal subscribers and lessen their dependence on outside material.

#4. Subscription Models And Pricing Strategies

• India’s OTT market offers a range of subscription options, from free to premium.
• The ad-supported model is becoming popular. It gives users a low-cost choice while allowing platforms to make money from ads.
• Subscription models provide an ad-free experience and access to exclusive content.
• Platforms are trying out flexible pricing, including bundled deals, annual plans, and regional pricing, to appeal to budget-conscious consumers.

#5. Technological Innovations

• New technologies are significantly changing the OTT landscape.
• Better streaming quality, like 4K and HDR content, improved user interfaces.
• Using AI and ML helps platforms better understand viewer preferences and provide personalized content.

#6. Competition and Market Trends

• The OTT market in India is very competitive, with both global and local companies vying for market share.
• Global platforms like Netflix and Amazon Prime Video compete with domestic services like Zee5, ALTBalaji, and MX Player.
• This competition drives innovation, pushing platforms to keep improving their content and user experience.
• Partnerships, mergers, and acquisitions are becoming more common as companies seek to grow and collaborate.

#7. Regulatory Landscape

• The rules for OTT platforms in India are changing.
• The government is considering regulations that could impact content moderation, data privacy, and taxes.
• Platforms are watching these developments closely to ensure compliance and adjust their strategies accordingly.

#8. Consumer Preferences and Trends

• Consumer habits are shifting toward on-demand and binge-watching, a trend that grew during the COVID-19 pandemic.
• Viewers increasingly want personalized content recommendations and high-quality streaming.
• The rise of smart TVs and mobile devices is also boosting OTT usage.

General Indian OTT Platform Statistics

• Revenue in the OTT video market is expected to hit $4.06 billion in 2024.
• It is projected to grow at an annual rate of 7.43% from 2024 to 2029, reaching around $5.81 billion by 2029.
• The biggest segment is video streaming (SVoD), which will have a market volume of $2.02 billion in 2024.

(Source: thecurrent.com)

• On a global scale, the United States is expected to generate the most revenue, with $132.9 billion in 2024.
• The number of users in the OTT video market is expected to reach 634.3 million by 2029.
• User penetration is forecasted to be 34.1% in 2024 and is expected to rise to 42.2% by 2029.
• The average revenue per user (ARPU) in the OTT video market is projected to be $8.26 in 2024.
• Hotstar is estimated to hold about 35.0% of the usage share in the video streaming (SVoD) segment for the selected region in 2023.
• The audio OTT market in India was valued at ₹57.48 billion in FY 2022 and is expected to grow to ₹119.11 billion by FY 2027.
• According to Indian OTT Platform Statistics, this represents an annual growth rate of about 15.68% from FY 2023 to FY 2027.
• Audio is a versatile medium that fits well into our screen-heavy lifestyles, making it important for consumers.
• Major platforms in this market include Gaana, Spotify, JioSaavn, Apple Music, Amazon Prime Music, Wynk Music, Google Play, and Hungama Music.
• The video OTT market was valued at ₹249.09 billion in FY 2022 and is expected to grow to ₹581.21 billion by FY 2027, with an annual growth rate of about 16.58% during the FY 2023 to FY 2027 period.
• This growth in the OTT industry, which makes up 7% to 9% of the entertainment market, is driven by low data plan prices and the popularity of short-form content.
• In FY 2021, OTT platforms invested around ₹55.21 billion, with Netflix, Amazon Prime Video, and Disney+ Hotstar spending a total of ₹31.55 billion.
• Indian OTT Platform Statistics stated that one of the main reasons for this growth is the creation of original premium content as
• OTT platforms compete for viewers’ attention. Companies are investing heavily in developing new content and services, as well as improving customer experiences.

Indian OTT Platform Demographics Statistics

• In the following chart, we can see the users by age statistics for the year 2023.

(Reference: statista.com)

• In the pie chart below, we can study the users by income for the year 2023.

(Reference: statista.com)

• In the following chart, we can see the users by gender in 2023

(Reference: statista.com)

• In the above chart, we can see that in 2023, the number of users of the OTT Platform was 60.7% male and 39.4% female.

Indian OTT Regulations Statistics

• On February 25, 2021, the Indian government set up self-regulation rules for OTT platforms to reduce obscene content and abusive language.
• On March 19, 2023, I&B Minister Anurag Thakur said that self-regulation doesn’t mean OTT platforms can show obscene or nude content.
• On April 15, 2023, I&B Secretary Apurva Chandra stated that the government’s lenient approach had led to the creation of undesirable and vulgar content.
• Then, on April 26, 2023, the Ministry of Information and Broadcasting (MIB) warned that strict action would be taken against any OTT platform that displays nudity or obscenity.
• On May 16, 2023, a parliamentary panel advised Netflix and Amazon Prime Video to avoid showing obscene material.
• By June 20, 2023, the government instructed Netflix, Disney+ Hotstar, and other streaming services to review their content independently for obscenity and violence before it was released online, as per Indian OTT Platform Statistics.
• On July 18, 2023, Anurag Thakur told OTT stakeholders that content that demeans Indian culture would not be tolerated and that vulgarity and nudity disguised as “creative expression” are not acceptable.
• On August 22, 2023, the Indian government promised to introduce rules to regulate vulgar and obscene content on social media and OTT platforms.
• On November 10, 2023, the MIB introduced the ‘Broadcasting Service Regulation Bill,’ which includes a Program Code and a Content Evaluation Committee (CEC) for all OTT platforms.
• Public consultation on this bill is open until January 15, 2024. The draft bill requires that all OTT platforms show only content certified by the CEC.

Indian OTT Video By Revenue Statistics

• In the above chart, we can see the Average revenue per user from 2017 to 2029.

(Reference: statista.com)

The Future of OTT Platform in India

• Most Indian households have only one TV. However, the government is investing in high-speed internet to improve access, which is crucial for OTT success.
• Affordable data plans allow consumers to watch content anytime and anywhere on their chosen devices, indicating strong growth for the sector.
• With internet access increasing in rural regions (estimated to be around 650 million users by 2023), OTT platforms are focusing on creating regional content.
• Previously, major cities accounted for 70% of the audience, but now, 60% of traffic comes from outside those top cities.
• Due to the pandemic, the average viewing time for Indian OTT subscribers has jumped from about 20 minutes to up to an hour.
• While there were only 2 OTT platforms in 2012, there are now around 40 available in India, according to Indian OTT Platform Statistics.
• Nearly 49% of young people spend 2-3 hours watching online content. To meet this demand, Netflix plans to invest about ₹3,000 crore in Indian content.

(Source: hsc.com)

• A report from Boston Consulting Group suggests that the OTT content market in India will reach $5 billion by 2023.
• This growth is driven by factors like rising disposable income, more internet access in rural areas, and a broader adoption of OTT videos across different groups.
• Nachiket Pantvaidya, CEO of ALTBalaji, mentions that the lack of other entertainment options has led audiences from Tier 2 and Tier 3 cities to explore OTT platforms, especially during the pandemic.
• Production companies are moving from traditional TV to OTT media, making their content available on platforms like YouTube and reaching out to new services such as Hotstar and Sony LIV.
• Theatres might become more like experience centers focused on exclusive content as audiences will increasingly prefer to watch quality shows at home for less money.
• India’s telecom market is entering a new price war. Data costs around ₹6.7 ($0.09) per GB, the lowest in the world, according to Indian OTT Platform Statistics.
• With more affordable smartphones and internet access, OTT is becoming the standard for entertainment.
• Telecom companies are offering perks like Netflix and Amazon Prime subscriptions to attract customers. For example, Reliance Jio has a plan that includes data and subscriptions to OTT services.
• There’s a growing market for children’s content in India, with local broadcasters creating characters and stories that resonate with young viewers.
• Reports show an increase in localized content on kids’ channels. In education, platforms like Udemy and Byju have seen significant boosts in user engagement due to school closures.
• The global market for Learning Management Systems (LMS) is expected to grow significantly as companies need digital learning solutions.
• Organizations are increasingly using e-learning to train their remote employees effectively.
• During the lockdown, online gaming apps saw a surge in downloads.

(Source: hsc.com)

• The All India Gaming Federation reported a 12% growth in online gaming during this time.
• This trend is likely to continue, especially among younger audiences, and could become a valuable addition to media and OTT services.
• With gyms closed, fitness apps like Cure. Fit experienced a major rise in daily active users.
• OTT platforms are taking this chance to offer health and fitness content through partnerships with fitness experts and influencers.
• Sports content has been a major revenue source for Pay-TV services, as stated in Indian OTT Platform Statistics.
• However, with live sports disrupted, platforms like Disney+ Hotstar have provided fans with virtual communities to enjoy events like the Indian Premier League, making viewing more interactive.

Indian OTT Platform Subscription Rate Statistics

• Disney+ Hotstar is the top OTT platform in India, with over 100 million active subscribers, which is a 10% increase from last year.
• Following it are Amazon Prime Video and Netflix, which are expected to have about 65 million subscribers (up 7%) and 50 million subscribers (up 5%) this year.
• In 2024, other Indian OTT platforms are projected to have the following subscriber counts: ZEE5 with 40 million (up 6% from 2023), SonyLIV with 35 million (up 6%), Voot with 30 million (up 5%), MX Player with 45 million, ALTBalaji with 15 million, Aha with 10 million, and Eros Now with 12 million.

(Source: statista.com)

Media Usage Statistics of Indian OTT Platform Statistics

(Reference: statista.com)

Challenges of OTT Marketing Platforms in India

• The Indian market is very sensitive to pricing, and free content options, like Jio Cinema’s free streaming of the Indian Premier League, have impacted subscription revenue growth.
• Because of this competition, other platforms, such as Disney+, are also offering mobile users free access to premium content, like the Cricket World Cup, making the paid subscription market in India very crowded.
• Indian OTT Platform Statistics stated that the rate of new user growth has slowed down significantly.
• Indian OTT Platform Statistics found that the audience for OTT platforms in India grew by 13.5% in 2023, reaching 481.1 million. While this is impressive, it’s lower than the 20% increase seen in 2022.
• Profitability is still a concern for these platforms, as many major OTT services are experiencing large losses due to high content costs.
• Content expenses, which include production and acquisition, make up about 65-70% of the total costs for OTT platforms.
• This has led to calls for more careful spending, with platforms being more selective about new shows and digital rights purchases.
• Despite these challenges, the market volume is expected to rise.
• It is projected to grow at a compound annual growth rate (CAGR) of 7.43% from 2024 to 2029, reaching $5.81 billion by that time.
• This indicates the significant potential and opportunities available in India’s OTT market as per Indian OTT Platform Statistics.

Here is a list of the Top OTT Platform in India

#1. Hotstar

Hotstar is one of the top streaming platforms in India, offering a wide range of content, such as movies, TV shows, sports, and news.

Features:

• Owned by Disney, it has a large collection of content in many languages.
• Provides smooth video playback with an easy-to-navigate interface.
• Users can quickly search for their favorite shows and movies.
• Includes popular original series and exclusive content.

Popular Shows:

• Criminal Justice
• Special Ops
• Out Of Love
• Hostages
• City of Dreams
• Aarya
• PariWar

Popular Movies:

• Interstellar
• John Wick
• X-Men: Days of Future Past
• Titanic
• The Proposal

Subscription Plans:

• Premium Plan:

Monthly: ₹299

Yearly: ₹1,499

• Mobile Plan:

Ad-Supported: ₹149 for three months

Ad-Supported: ₹499 for one year

(Prices may change, so check the Hotstar website for the latest information.)

#2. Netflix

Netflix is a popular streaming service in India that offers a variety of movies, TV shows, and original content.

Overview:

• An American subscription service started in 1997 by Reed Hastings and Marc Randolph.
• Available in 45 languages and can be accessed worldwide.

Popular Original Series:

• Stranger Things
• The Crown
• BoJack Horseman
• Squid Game
• Orange is the New Black
• Narcos
• Money Heist
• The Witcher
• Bridgerton

Popular Movies:

• Trapped
• The Florida Project
• Society of the Snow
• The Equalizer 3
• Gran Turismo

Subscription Plans:

• Standard with Ads: $6.99/month
• Standard: $15.49/month
• Premium: $22.99/month

Benefits:

• Access to a wide range of content anytime and anywhere.
• Personalized recommendations based on what you watch.
• Flexibility to change your subscription plans.

#3. Amazon Prime Video

Amazon Prime Video is a well-known service that offers many movies, TV shows, and exclusive originals.

Overview:

• A streaming service from Amazon with a large library of content.

Content Library:

• Features over 25,000 movies and TV shows in various genres.

Exclusive Shows and Movies:

• Shows like “Tom Clancy’s Jack Ryan,” “The Boys,” and “The Marvelous Mrs. Maisel.”
• Movies like “Manchester by the Sea” and “Honey Boy.”

Additional Benefits of Amazon Prime Membership:

• Discounts on shopping, free two-day shipping, access to e-books, ad-free music, free games, and unlimited photo storage.

#4. SonyLIV

SonyLIV is an Indian streaming platform with a wide variety of content.

Popular Shows:

• Scam 1992: The Harshad Mehta Story
• Shrimad Ramayan
• Maharani

Sports:

• Live streaming of cricket, football, and more.

Subscription Plans:

• ₹999 for a yearly plan
• ₹699 for a 6-month plan
• ₹299 for a monthly plan

#5. Zee5

ZEE5 is an Indian streaming service with a vast collection of content.

Content Lineup:

• Offers TV shows, movies, documentaries, and more in many languages.

Popular Movies:

• Includes hits like “URI: The Surgical Strike” and “The Tashkent Files.”

Subscription Plans:

• Plans vary in duration and quality, including options for UHD and Full HD.

Other Notable OTT Platforms:

• Jio Cinema: Offers a wide range of shows and movies, including regional content.
• ALT Balaji: Known for original web series across various genres.
• MX Player: Features a mix of original content and popular shows, including dramas and Korean series.

Conclusion

The OTT platform market share in India is growing quickly, thanks to low-cost data plans and a variety of content. However, there are still challenges, like market saturation, high content costs, and mixed audience engagement. To get the most returns from expensive titles, it’s important to explore global markets. Careful planning and consistent content delivery are essential for ongoing growth and profitability in the Indian OTT scene.

Balancing local appeal with international reach will be key for the future success of these platforms. In the above article, we shed light on Indian OTT Platform Statistics.

Saisuman Revankar

Saisuman is a talented content writer with a keen interest in mobile tech, new gadgets, law, and science. She writes articles for websites and newsletters, conducting thorough research for medical professionals. Fluent in five languages, her love for reading and languages led her to a writing career. With a Master’s in Business Administration focusing on Human Resources, Saisuman has worked in HR and with a French international company. In her free time, she enjoys traveling and singing classical songs. At Coolest Gadgets, Saisuman reviews gadgets and analyzes their statistics, making complex information easy for readers to understand.

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