Indian Economy News

India’s OTT market expands to 1.45 billion monthly active users, driven by data, smartphones

India's over-the-top (OTT) streaming market has expanded to 1.45 billion monthly active users (MAUs), reflecting 20% growth over the past three years and 2% in the last 12 months, according to CLSA. The rapid expansion has been driven by affordable mobile data, rising smartphone penetration, and stronger digital content consumption, highlighting India’s position as a mobile-first media economy. Smartphone users will increase to 885 million by FY28, which will boost streaming use of video, sports, and regional content categories. User growth in India establishes strategic importance because it creates new ways to generate revenue through advertising and subscription services and creator-led digital ecosystems, which link various digital platforms together.

At the platform level, YouTube leads with 772 million MAUs, JioHotstar follows at 390 million, and Netflix has gained ground over Amazon Prime Video with its 92 million users, while Amazon Prime Video maintains 67 million users. The report shows that users now start using multiple platforms, causing their viewing habits to create overlapping audience metrics across different streaming services. The growing OTT market in India will boost regional content spending and advertising technology development and smart TV system integrations and telecom service package solutions which will help establish the nation as a leading market for digital content consumption and export market. The growing scale of operations enables better revenue forecasting for platforms that depend on subscription-based services and local language programming.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.