Mumbai: India’s OTT ecosystem continues to evolve, reaching 601.2 million viewers in 2025, a 9.9% growth over the previous year, according to The Ormax OTT Audience Report: 2025. While overall growth has stabilised, two sub-categories — Connected TV (CTV) and Micro Dramas — are emerging as standout segments.
CTV usage surged to 129.2 million in 2025, an 85% increase from 69.7 million in 2024, highlighting the growing adoption of large-screen, co-viewing experiences. Meanwhile, Micro Dramas, a mobile-first, short-form content format, have quickly gained traction, attracting 73.2 million viewers in under a year. Both figures are projected to rise further, nearing 150 million and 100 million respectively.
“These two sub-categories occupy opposite ends of the OTT spectrum,” the report notes. CTV is driven by immersive, long-form content on premium devices, while Micro Dramas are designed for high-frequency, short-form mobile consumption. Importantly, the audiences for these formats are largely distinct, with minimal overlap of less than 15 million viewers, though convergence is expected as both formats grow.
CTV draws 46% of its audience from subscription-based SVOD platforms, while 54% remain on ad-supported AVOD, indicating broad adoption beyond premium users. Micro Dramas, in contrast, are dominated by AVOD users, reflecting mobile-first, low-barrier content consumption.
Population-strata insights reveal further divergence: CTV skews urban, with metros and towns above 10 lakh contributing 45% of viewers. Micro Dramas, meanwhile, see 55% of their audience in rural India, mirroring the broader OTT universe’s mobile-first adoption patterns.
“CTV growth reflects India’s upward digital mobility — households upgrading screens, improving broadband, and prioritising premium viewing experiences. Micro Dramas expand through India’s outward movement, reaching mobile-only, largely rural audiences,” the report explains.
As India embraces a two-device viewing future, with the living room and mobile phone serving distinct roles, OTT platforms must craft strategies tailored to divergent consumption contexts. Understanding these nuanced audience segments is key to leveraging the full potential of India’s increasingly segmented OTT ecosystem.
