Key Takeaways:
- The Indian OTT industry reached 601 million viewers in 2025 but growth decelerated to under 10% year‑on‑year.
- Platforms prioritised habitual engagement, clearer identities and regional content over pure scale.
- Monetisation moved towards mixed models as subscription growth plateaued and ad-supported viewing rose.
- Connected TV adoption and AI tools for dubbing boosted cross‑language reach, with regional languages driving future growth.
India’s OTT industry expanded its reach in 2025 but faced a clear inflection as year‑on‑year growth slowed. Ormax Media estimates put the country’s OTT audience at 601 million viewers, a rise of just under 10 per cent. That deceleration forced platforms to rethink strategy, shifting focus from volume to sustained engagement, clearer identities and viable revenue models.
Indian OTT industry faces a monetisation test
Paid subscriptions continued to grow, yet subscription fatigue and rising content costs made scale insufficient on its own. Advertiser interest strengthened, but brands demanded better addressability, measurable outcomes and brand‑safe environments. The result was a broad reassessment of monetisation: platforms are experimenting with ad‑supported tiers, hybrid packages and flexible billing cycles aimed at price‑sensitive audiences.
Executives from across the sector described 2025 as a year of course correction. JioHotstar, formed through the merger of Disney+ Hotstar and JioCinema, repositioned itself to serve users across languages, regions and devices with technology‑led discovery and personalisation. A JioHotstar spokesperson called the year a turning point for relevance, accessibility and everyday utility rather than a contest for the largest catalogue.
Mid‑sized and regional players were quicker to adopt sharper positioning. ChanaJor OTT narrowed its focus to loyal cohorts rather than chasing scale. JOJO prioritised differentiated content and targeted audience strategies, seeking sustainable growth over rapid expansion. These moves underline a wider industry trend: relevance and habitual viewing now trump raw reach.
Content mix and connected TV change viewing habits
Connected TV adoption surged to more than 129 million users, up nearly 85 per cent, signalling that OTT consumption is becoming more living‑room centric and shared. While marquee sports events continue to act as primary entry points, platforms retain viewers by offering a mix of international series, daily television, originals and creator‑led programming. Diversified catalogues help convert episodic spikes into habitual consumption across both free and paid audiences.
Regional and language‑led content emerged as the most powerful growth engine. Over 65 per cent of OTT viewership now comes from Tier II and Tier III cities, and regional languages account for more than half of paid subscriptions in several markets. Balaji Telefilms’ Kutingg doubled down on multi‑language storytelling, and AI‑driven dubbing and subtitling increasingly enable cross‑language reach. Industry leaders expect regional content to exceed 55 per cent of total OTT consumption in the near term.
Platforms also introduced flexible pricing formats to counter subscription fatigue. Yearly, quarterly and freemium models have been trialled alongside shorter billing windows, aiming to capture price‑sensitive viewers while preserving lifetime value.
What 2026 will demand
As 2025 ended, the industry had shifted from rapid expansion to deliberate growth. Success in 2026 will depend on better personalisation, clearer platform propositions and monetisation innovation that balances ad and subscription revenue. Platforms that deliver intuitive discovery, respect viewer choice across screens and languages, and build durable viewing habits will be best placed to thrive.
In short, the Indian OTT industry is maturing. The next phase will reward clarity of purpose, sustainable business models and content that resonates locally as much as it appeals broadly.
