MUMBAI: When it comes to streaming, India is no longer buffering, it’s booming. Ormax Media has unveiled the fifth edition of The Ormax OTT Audience Report: 2025, pegging the country’s OTT universe at a staggering 601.2 million viewers (60.12 crore), or 41.1 per cent of India’s population.
The report, based on a robust survey of 15,600 respondents across urban and rural India in June and July 2025, defines an OTT audience as anyone who has watched at least one online video free or paid in the past month. While the audience base grew by 10 per cent year-on-year, the rate is slightly slower than the 13–14 per cent surge in 2023 and 2024.
Paid subscriptions are also gaining ground, with 148.2 million active subscriptions (including telecom bundles and aggregator deals) recorded in the report. Meanwhile, the most dramatic growth has come from the living room: India’s Connected TV user base now stands at 129.2 million, translating to 35–40 million homes, marking a jaw-dropping 87 per cent jump in just a year.
Ormax Media Founder & CEO Shailesh Kapoor said the Connected TV surge was a turning point: “India has long been regarded as mobile-first, but this sharp rise in CTV usage signals a paradigm shift in viewing behaviour.”
Since its launch in 2021, the Ormax OTT Audience Report has become the industry’s go-to yardstick. This year’s edition goes further, adding fresh parameters on time spent, preferred languages, content formats, and media habits. Ormax head of business development (streaming, Tv & brands) Keerat Grewal said these updates were driven by industry feedback: “The 2025 edition widens the scope, complementing business and monetisation insights with a richer picture of content consumption.”
The full report, available on subscription, is aimed at streaming platforms, advertisers, media agencies, investors, and production houses, offering a data-backed lens on the ever-expanding OTT ecosystem.
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