India's Streaming Universe Grows to 547 Million Users, as Paid Subscriptions Stagnate, Says Report

The Ormax OTT Audience Report: 2024 highlights that ad-supported viewership is the primary driver of India's streaming growth, with an increase to 547 million users.

Grewal noted that, "the significant role of the AVOD segment in expanding the universe highlights that most new entrants watch video content only on YouTube and social media."

Kapoor emphasized that, "Indians are not used to paying for content," which illustrates the continuing challenge for subscription-based services in the market.

Despite a stable post-pandemic expansion rate, the report reveals active paid subscriptions have not changed significantly, highlighting the dominance of ad-supported platforms.

Read at Variety