MUMBAI: Ormax Media’s recently-released report, titled The Ormax OTT Audience Report: 2025, sizes and profiles the Indian OTT audiences on various parameters
One of the key headlines in the report relates to the 85% growth in India’s Connected TV (CTV) audience base, compared to 2024
Here are 10 key data points from the report, related to Indian CTV growth story, and the profile of Indian CTV audiences.
- India has 129.2 million CTV audiences, i.e., those who streamed digital videos on a CTV device at least once in the last one month.
- India’ CTV audience base has grown by 85 per cent in just one year, from 69.7 million in 2024 to 129.2 million in 2025.
- CTV has overtaken other devices like laptops and tablets, to become the number two device for streaming in India, after the ubiquitous smartphone.
- 61 per cent of India’s CTV audiences are men, which is similar to India’s OTT universe, which comprises of 59% men.
- 21 per cent of India’s 601.2 million OTT audiences use CTV to stream videos, up from 13% in 2024.
- CTV penetration goes up to 50 per cent among OTT audiences in the six metro cities.
- 75.8 million of India’s CTV audiences are in the small towns (<1 million population) and villages, up from 40.4 million in 2024.
- Delhi NCT, Karnataka & Maharashtra lead as the top three States on CTV penetration as a percentage of their respective OTT population.
- 46 per cent of India’s premium pay user base (defined as users with 3+ directly-paid OTT subscriptions) use CTV devices.
- 67 per cent of India’s CTV audiences do not have access to paid streaming content, and use CTV devices to stream only free content.
