Mumbai: Ultra Media & Entertainment Group has released The Ultra Media OTT Insights Report 2025, offering a detailed, data-driven snapshot of how Indian audiences consumed digital content over the year. Based entirely on proprietary first-party viewership data from Ultra Play, the report analyses evolving audience behaviour across eras, genres, geographies and demographics, underscoring how legacy cinema continues to drive strong engagement alongside modern hits.
The findings reveal that post-2000 Hindi blockbusters emerged as the biggest drivers of watch time and completion rates in 2025, followed closely by films from the 1990s. At the same time, classics from the 1950s to the 1970s maintained steady and loyal viewership, reaffirming Ultra Play’s multi-generational appeal. Notably, younger audiences—particularly Gen Z and Millennials—were seen actively discovering legacy films, aided by improved restoration quality, curated discovery and easy accessibility.
Among pre-1980 titles, Don, Amar Prem, Bobby, Aradhana and Mera Naam Joker ranked as the most-watched classics on Ultra Play. Films from the 1990s and early 2000s such as Munna Bhai M.B.B.S., Andaz Apna Apna, Sarfarosh, Karan Arjun and Ghayal formed the engagement backbone of the platform, delivering high repeat viewership. Restoration also emerged as a key premium lever, with restored titles like Rangeela and Sarfarosh significantly outperforming comparable catalogue films.
Genre trends showed action and thrillers dominating consumption, accounting for over half of total viewership, followed by comedy and romance. Dubbed South Indian content proved to be a major growth engine, contributing over 31% of total viewership and establishing itself as a high-engagement pillar within the platform’s content mix. The five most-watched titles of the year—Garudan, Kooman – The Night Watchman, Kodai Diaries, The Sketch Artist – Identity and 29th February—led hours streamed and reach.
Geographically, Ultra Play recorded strong engagement across metros such as Delhi and Mumbai, with rapid growth in cities including Pune, Hyderabad, Ahmedabad, Jaipur and Patna. Internationally, the platform saw rising traction among the Indian diaspora, led by the UAE, followed by the US, UK, Australia, Canada and Saudi Arabia.
From a growth perspective, Ultra Play reported a 250% year-on-year increase in 2025, supported by the addition of over 700 new titles, while festive-period consumption surged nearly 300%.
Commenting on the findings, Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group, said, “What this year’s data makes clear is that audiences don’t see cinema in eras—they see stories. Whether it’s revisiting the emotional depth of Amar Prem, the romance of Bobby, the cultural imprint of Don or the timeless scale of Mera Naam Joker, legacy films—when restored, curated and presented right—can compete head-to-head with modern blockbusters. That belief has guided Ultra for decades, and 2025 only strengthened it.”
Rajat Agrawal, COO & Director, added, “Ultra’s journey mirrors the evolution of Indian content consumption itself. What has remained constant is our focus on owning, preserving and monetising great stories. The growth on Ultra Play is the result of decades of content stewardship combined with a data-led approach to modern viewing habits.”
Looking ahead, Ultra Media expects continued momentum, with subscribers projected to cross 500,000 by 2026 and one million by 2027, supported by planned platform upgrades and enhanced viewing features.
