Over-the-top (OTT) video platforms in India are witnessing an unprecedented boom, with the country’s digital streaming audience now crossing 601.2 million users—representing 41.1% of the total population. These figures come from the Ormax OTT Audience Report 2025, the fifth annual edition published by media consulting firm Ormax Media.
The study highlights not only the immense growth of India’s streaming landscape but also the rising trend of paid digital subscriptions, adoption of Connected TVs, and shifting patterns in media consumption.
India’s Growing OTT Universe
According to the report, India’s OTT user base has grown by 10% compared to last year, underlining steady expansion in the sector. Out of this vast digital audience, 148.2 million users are paying subscribers—a figure that also includes bundled subscriptions offered via telecom operators and OTT aggregators.
This reflects a strong shift from free content consumption toward monetized streaming models, signaling a maturing market where audiences are increasingly willing to pay for premium experiences.
Connected TV Users on the Rise
One of the most remarkable findings is the rapid rise of Connected TV (CTV) households. The report shows 129.2 million CTV users, translating to an 87% surge in usage over the past year, accounting for around 35–40 million households.
As Shailesh Kapoor, Founder & CEO of Ormax Media, points out, this trend is notable in a country that has traditionally been dominated by mobile-first digital usage. The adoption of smart TVs and broadband connectivity is steadily shifting video consumption from handheld devices to larger living room screens.
Insights into Digital Consumption Habits
The 2025 edition of the report goes beyond audience numbers and offers deeper insights into what Indians are watching and how they engage with digital platforms. It introduces new sections covering:
- Time spent on digital content
- Preferred streaming languages
- Popular content formats
- Broader media habits of OTT viewers
According to Keerat Grewal, Head of Business Development (Streaming, TV & Brands) at Ormax Media, these additions help platforms, advertisers, and content creators better align with changing consumer behavior while uncovering new monetization opportunities.
Regional Growth and Market Opportunities
Although the overall growth rate of 10% is slightly lower than the 13–14% seen in 2023–24, the momentum remains strong. The expansion of regional language content, improving internet access in smaller towns, and rising CTV adoption are expected to drive the next phase of growth.
The report also breaks down the OTT audience by age, gender, region, and socio-economic categories, offering a granular view of India’s diverse streaming landscape.
Conclusion: India’s Digital Entertainment Boom
India’s OTT market is evolving into one of the most dynamic digital ecosystems in the world. With more than 600 million active viewers, 148 million paying subscribers, and explosive growth in Connected TV usage, the streaming industry is reshaping how Indians consume entertainment.
For platforms, advertisers, and content creators, these insights from the Ormax OTT Audience Report 2025 highlight massive opportunities to engage with audiences in innovative, personalized, and profitable ways.
