Over-the-top (OTT) platforms have revolutionized the Indian entertainment landscape, offering audiences unprecedented access to diverse content at their convenience. This shift has been propelled by increased internet penetration, affordable smartphones, and a growing appetite for varied content among Indian viewers. Growth of the OTT Market in India As of 2024, the Indian OTT audience reached approximately 547.3 million users, marking a 14% year-on-year growth. This expansion is primarily driven by advertising-based video on demand (AVOD) services, which saw a 21% increase in users. In contrast, subscription-based video on demand (SVOD) services experienced a slight decline of 2% during the same period. Several OTT platforms have emerged as leaders in the Indian market, each offering unique content and subscription models: 1. JioHotstar . : With over 100 million active subscribers in 2024, Disney+ Hotstar holds the largest market share among Indian OTT platforms. Its exten...
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