"India's streaming audience has reached 601.2 million users, representing over 40% of the country's population, according to new research from Ormax Media. The fifth edition of The Ormax OTT Audience Report: 2025 reveals a maturing market where growth has moderated to 10% year-over-year, down from the 13-14% expansion rates seen in 2023 and 2024. However, the most notable development is the explosive 87% growth in Connected TV viewership, with 129.2 million active users now watching streaming content on television screens."
"The research defines streaming audiences as anyone who watched at least one online video - free or paid - during the past month. Active paid subscriptions, including those bundled with telecom services and streaming aggregators, total 148.2 million accounts. The Connected TV surge translates to an estimated 35-40 million households now equipped with smart TVs or streaming devices, marking a significant shift in viewing habits that could reshape content strategies for platforms competing in the world's most populous nation."
"'The sharp rise in the Connected TV audience base is particularly striking for a market long regarded as mobile-first,' said Shailesh Kapoor, founder and CEO of Ormax Media, which conducted the study across 15,600 respondents in urban and rural India during June and July 2025. Legal dramas like JioHotstar's 'Criminal Justice: A Family Matter,' which topped Ormax's recent streaming charts with 27.7 million viewers, demonstrate the appetite for premium content that benefits from big-screen presentation."
India's streaming audience has reached 601.2 million users, representing over 40% of the population. Year-over-year growth moderated to 10%, down from 13-14% in prior years. Connected TV viewership surged 87% to 129.2 million active users, indicating 35-40 million households with smart TVs or streaming devices. Active paid subscriptions total 148.2 million accounts, including telecom bundles and aggregators. Legal dramas such as JioHotstar's Criminal Justice: A Family Matter attracted 27.7 million viewers, highlighting demand for premium, big-screen content. New metrics now include time spent, preferred languages, content formats, and media habits from 15,600 respondents in June–July 2025.
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