Mumbai: Media consulting firm Ormax Media has unveiled the fifth edition of The Ormax OTT Audience Report: 2025, India’s largest study mapping the size and profile of the country’s OTT universe. The research, conducted in June and July 2025 with a robust sample of 15,600 respondents across urban and rural India, presents critical insights into the evolving digital video landscape.
According to the report, India’s OTT audience universe now stands at 601.2 million (60.12 crore), representing 41.1% of the country’s population. Defined as anyone who watched at least one online video (free or paid) in the past month, this audience grew by 10% compared to 2024—a rate lower than the 13–14% growth seen in the previous two years. The universe has been profiled across parameters including gender, age, media affluence, population strata, states, and cities.
The report further estimates that India has 148.2 million active paid OTT subscriptions, including those accessed through telecom bundles and aggregators. Another key highlight is the exponential growth of Connected TV users, pegged at 129.2 million—equivalent to 35–40 million homes—marking an 87% increase within a single year.
Speaking about the vision behind the report, Shailesh Kapoor, Founder & CEO, Ormax Media, said, “We launched The Ormax OTT Audience Report in 2021 to create credible third-party data for India’s OTT industry through rigorous primary research. Each edition has strengthened in scope and depth, offering insights with significant business impact for platforms, advertisers, content creators, and investors. This year, the sharp rise in the Connected TV audience base is particularly striking for a market long regarded as mobile-first.”
The 2025 edition also expands its scope with new parameters. Keerat Grewal, Head: Business Development (Streaming, TV & Brands), Ormax Media, said, “In response to feedback from industry leaders, we have expanded the 2025 edition to include new sections on time spent on digital content, preferred languages, content formats, and media habits. These additions enrich the report with valuable insights on content consumption, complementing its established focus on business and monetization.”
The complete report is available on subscription for streaming platforms, advertisers, media agencies, investors, production houses, and other stakeholders in India’s OTT ecosystem.
