India OTT Media Services Market Size, Share, Growth, and Demand Forecast 2026-2034

MARKET OVERVIEW

The India OTT media services market size reached USD 1,711.12 Million in 2025 and is projected to reach USD 5,816.82 Million by 2034, growing at a CAGR of 14.56% during 2026-2034. The market growth is driven by the explosive surge in regional language content and vernacular platform expansion, alongside rapid adoption of Connected TV and smart television devices, enhancing viewing experiences and creating new advertising opportunities. The report presents a thorough review featuring the India OTT media services market size, share, trends, and research of the industry.

STUDY ASSUMPTION YEARS

• Base Year: 2025
• Historical Year/Period: 2020-2025
• Forecast Year/Period: 2026-2034

INDIA OTT MEDIA SERVICES MARKET KEY TAKEAWAYS

• Current Market Size: USD 1,711.12 Million in 2025
• CAGR: 14.56% during 2026-2034
• Forecast Period: 2026-2034
• The growth is driven by regional language content consumption surging from 27% in 2020 to 54% in 2024.
• Vernacular OTT platforms have rapidly expanded, targeting tier-2 and tier-3 city consumers.
• Major platforms like Disney+ Hotstar, Netflix, Amazon Prime Video, and ZEE5 have increased investments in regional originals and dubbed content.
• Connected TV adoption, with about 90% smart TV sales and models priced as low as Rs 10,000, is transforming viewing and advertising.
• Addressable advertising on Connected TV is expected to surpass 13% of Indian television advertising revenues by 2025.

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MARKET TRENDS

The India OTT media services market is witnessing an unprecedented surge in regional language content consumption. As per the FICCI-EY report, regional language content share rose from 27% in 2020 to 54% in 2024. This showcases a shift towards culturally authentic content, propelled by increased internet penetration in tier-2 and tier-3 cities, where consumers prefer native languages like Bengali, Marathi, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Gujarati. Platforms such as Disney+ Hotstar, Netflix, Amazon Prime Video, and ZEE5 are significantly investing in regional original series and dubbing content across multiple languages to capture this segment.

Connected TV (CTV) adoption is revolutionizing content consumption and advertising in India's OTT ecosystem. Affordable smart TVs, priced as low as Rs 10,000 and accounting for 90% of new TV sales, facilitate the shift to large-screen immersive viewing. CTV offers superior visual quality and a shared family experience, while enabling advertisers to use consent-based consumer data and programmatic advertising for personalized, interactive campaigns with measurable outcomes. Platforms like YouTube, JioHotstar, Amazon Prime Video, Netflix, and Zee5 optimize content and strategies for CTV, banking on addressable ads exceeding 13% of television ad revenue by 2025.

OTT traffic patterns are shifting, with the majority now originating outside major metros compared to 70% urban concentration previously. Regional content attracts larger audiences and higher engagement, with better subscription conversion due to culturally relevant stories. Projections indicate regional language content consumption will surpass Hindi by 2025-2026, influencing content commissioning and investment strategies across India’s OTT market.

MARKET GROWTH FACTORS

Growth is significantly driven by increasing consumption of regional language content and expansion of vernacular OTT platforms targeting audiences in tier-2 and tier-3 cities. Platforms have ramped up production of original regional series, e.g., over 12 Gujarati originals produced by JOJO in the past year, alongside dubbing popular shows into multiple languages to maximize reach. Growing internet access facilitates this cultural shift.

Connected TV adoption also propels market growth by changing advertising dynamics. The ability to deliver consent-based, personalized, interactive advertising integrated with advanced measurement technologies attracts marketing budgets. Addressable advertising on CTV is forecasted to represent over 13% of India’s TV ad revenue by 2025, encouraging platforms to develop targeted ad strategies.

Affordability of smart TVs and preferences for premium, large-screen viewing experiences transition consumer habits from mobile devices to connected TVs. Combined with improved infrastructure and advertising technologies, this ecosystem supports OTT market growth by expanding audience reach and enabling efficient monetization.

MARKET SEGMENTATION

Type Insights:

• Subscription-based (SVOD)
• Advertisement-based (AVOD)
• Transaction-based (TVOD)

These segmentations capture differing consumer payment preferences within OTT services.

Content Type Insights:

• Entertainment
• News and Sports
• Education

Content categories targeted to varied audience interests and requirements.

Device Type Insights:

• Smartphones and Tablets
• Smart TVs
• Laptops and Desktops
• Gaming Consoles

Encompasses all major device platforms used for OTT content consumption.

Revenue Model Insights:

• Subscription Revenue
• Advertising Revenue
• Hybrid Models

Diverse monetization approaches applied in the OTT market.

Regional Insights:

• North India
• South India
• East India
• West India

The report analyzes all major regional submarkets across India.

REGIONAL INSIGHTS

Not provided in source.

RECENT DEVELOPMENTS & NEWS

In February 2025, JioStar launched JioHotstar by merging JioCinema and Disney+ Hotstar after Reliance-Disney merger completion in November 2024. The new platform offers 300,000 hours of content and over 500 million users, featuring premium entertainment from Disney, NBCUniversal Peacock, Warner Bros, HBO, and Paramount, with comprehensive sports coverage including IPL, ICC tournaments, Premier League, and Wimbledon. Subscription plans start at Rs 149 for three months with features such as 4K streaming, AI-powered insights, and multi-angle viewing. JioHotstar aims to dominate India’s OTT market with an estimated 85% streaming market share.

KEY PLAYERS

• Disney+ Hotstar
• Netflix
• Amazon Prime Video
• ZEE5
• JOJO
• JioStar

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

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