Mumbai: Nielsen, a global leader in audience measurement, data, and analytics, has released its Mobile Audience Measurement report for March 2025, revealing a dynamic surge in multilingual content consumption across mobile OTT platforms in India. The findings underscore the growing appetite for diverse entertainment spanning languages, genres, and geographies.
The report evaluated viewership trends on mobile devices across six major OTT platforms: Amazon Prime Video, JioHotstar, MX Player, Netflix, Sony LIV, and Zee5. It highlights the top-performing content in movies, original series, and non-original series categories.
Pan-India action blockbuster Salaar: Part 1 – Ceasefire, currently streaming on JioHotstar, and Netflix’s Tamil comedy-drama Dragon led the movie category. In the original series segment, Aashram on MX Player and Thukra Ke Mera Pyaar on JioHotstar topped the charts.
Among non-original series, Indian television staples such as MTV Roadies, Anupama, and Yeh Rishta Kya Kehlata Hai maintained their stronghold in viewership. Additionally, global content continues to captivate Indian audiences, with shows like Game of Thrones and Stranger Things drawing steady engagement.
The report also spotlighted the rising traction for Korean dramas, with titles like When Life Gives You Tangerines standing out, indicating the increasing popularity of K-content among Indian mobile viewers.
The insights are drawn from passive mobile measurement of Android users aged 18–45 across NCCS A, B, and C segments in urban areas with populations exceeding one lakh. Nielsen’s panel-based methodology spans metros, mini-metros, Tier 1, and Tier 2 cities, offering a comprehensive view of OTT consumption patterns on mobile devices.
As mobile viewing continues to dominate India’s digital entertainment landscape, Nielsen’s latest findings reaffirm the pivotal role of regional and international content in shaping the preferences of the country’s diverse and digitally savvy audience.
