User-generated content (UGC) and social video platforms, such as YouTube and Meta, accounted for 89% of online video viewership and 57% of online video revenue in India during the first nine months of 2024, revealed the Asia Video Industry Association’s (AVIA) Asia Video Industry Report 2025.
The subscription video-on-demand (SVOD) segment showed signs of recovery, with subscriptions rising from 110 million at the end of 2023 to 120 million by mid-2024. Ad-supported video-on-demand (AVOD) platforms, like Amazon MiniTV (now Amazon MX Player), achieved a 23% viewer penetration rate, reflecting the increasing preference for free, advertisement-backed content. Live sports also played a significant role, with events like the IPL on Jio Cinema and the ICC T20 World Cup on Disney+ Hotstar accounting for 70% of premium video ad revenues, while also helping reduce piracy.
The report further outlines four key priorities for the video industry: tackling piracy through AVIA’s Coalition Against Piracy (CAP) by partnering with governments and tech providers to combat illegal services; promoting ad-supported premium content to ensure effective and brand-safe advertising as digital platforms reshape traditional models; deepening engagement with diverse regional markets across Asia to tap into local opportunities; and modernising regulatory frameworks to address the changing demands of contemporary video platforms.