India’s OTT audience base has touched 601.2 million (60.12 crore) people in 2025, accounting for 41.1% of the country’s population, according to the fifth edition of The Ormax OTT Audience Report. The study, based on responses from 15,600 participants across urban and rural India, was conducted in June–July this year.
OTT growth slows
The report defines an OTT audience as anyone who watched at least one online video (free or paid) in the past month. India’s OTT universe has grown 10% since last year, though this is slower than the 13–14% growth recorded in 2023 and 2024.
The number of active paid OTT subscriptions, including those accessed via telecom bundles and aggregators, is estimated at 148.2 million.
Connected TV surge
One of the most notable shifts is in Connected TV usage. India’s active Connected TV base now stands at 129.2 million users, translating into 35–40 million homes. The report highlights that penetration in this segment has grown by 87% in a single year, a sharp jump for a market long regarded as mobile-first.
The study breaks down India’s OTT audience by gender, age, media affluence, pop strata, states, and cities. This year’s edition also tracks time spent on digital content, preferred languages, content formats, and media habits, offering a wider view of consumption trends.