India’s Over-The-Top (OTT) video audience has grown to 601.2 million users, representing 41.1% of the population, according to the Ormax OTT Audience Report 2025. The fifth edition of the report highlights that 148.2 million users now hold active paid subscriptions, underlining the rising monetization of digital streaming.
Based on a survey of 15,600 respondents across both urban and rural India, the report provides a detailed profile of the OTT ecosystem. It tracks viewing patterns, subscription growth, and device adoption. Among the highlights, Connected TV users rose sharply to 129.2 million, marking an 87% increase compared to last year, translating to 35–40 million homes.
Shailesh Kapoor, Founder and CEO of Ormax Media, said the surge in Connected TV audiences reflects a market evolving beyond its “mobile-first” image. The report also introduced new sections on viewing time, content preferences, languages, and digital media habits, offering deeper insights for platforms and advertisers.
Though India’s OTT universe grew at 10% this year, it was slightly slower than the 13–14% growth recorded in 2023–24. Experts noted that broadband expansion, regional content, and smart TV penetration remain the biggest drivers shaping India’s booming digital entertainment landscape.
