India’s OTT audience has expanded significantly, reaching 547.3 million. Still, the active paid subscription base remains stagnant at just under 100 million, according to the latest findings from Ormax Media’s 'The Ormax OTT Audience Report: 2024'.

This research, which had a focus group of 12,000 participants across both urban and rural areas, reveals a clear paradox in the market—while the AVOD (ad-supported video-on-demand) segment is thriving, the SVOD (subscription video-on-demand) market is facing headwinds.

The report indicates that the overall OTT audience universe in India has grown by 13.8% compared to 2023, driven entirely by a 21% surge in the AVOD segment.

In stark contrast, the SVOD market has seen a 2% decline. The stagnation in the number of active paid subscriptions, currently at 99.6 million, reflects a growing trend where free content, particularly on platforms like YouTube and social media, is driving the expansion of the OTT audience, especially in smaller towns and rural regions.

Another notable trend is the decrease in the average number of subscribed platforms per user, from 2.8 in 2023 to 2.5 in 2024, suggesting a shift towards more selective viewing habits among paying customers.

The report also delved into the devices used for consuming OTT content, with smartphones emerging as the dominant device.

97% of the Indian OTT audience watches content on their smartphones, and 81% exclusively use this device, underscoring the mobile-first nature of the Indian market.

Meanwhile, the connected TV audience is estimated at 69.7 million, representing a significant yet smaller segment of the overall market.

Other highlights of the report:

• India's OTT audience universe reaches 547.3 million, a 13.8% increase from 2023
• Growth was entirely driven by the AVOD audience, up by 21%
• The SVOD segment sees a 2% decline, with active paid subscriptions stagnating at 100 million
• The average number of OTT platforms subscribed per user drops from 2.8% to 2.5%
• Smartphones dominate as the preferred device, with 97% of users watching OTT content on them

Keerat Grewal, head of business development (streaming, TV and brands), Ormax Media, said, “While the overall expansion rate of the OTT universe has stably been around the 13%-mark post-pandemic, this year’s report highlights the significant role of AVOD segment in expanding the universe. The growth is driven by AVOD audiences, with most new entrants into the category watching video content only on YouTube and social media. The stagnation in SVOD audience size is also reflective of the trend whereby free content is driving OTT growth in small towns and rural India”. 

He added, "This year’s report offers an in-depth look at the dynamic growth and future trajectory of the OTT landscape in India, that can help OTT platforms and agencies with growth strategy, acquisition and retention decisions, revenue planning and content strategy. We have also expanded the scope of this year’s report to provide insight into devices of consumption, which will help in defining distribution strategy. This report stands as a testament to Ormax Media’s ongoing commitment to providing insights that empower platforms, production companies, and agencies to enhance profitability through data and analytics.”