The India OTT media services market size reached USD 1,711.12 Million in 2025 and is projected to reach USD 5,816.82 Million by 2034, growing at a CAGR of 14.56% during the forecast period 2026-2034. This growth is driven by the surge in regional language content and vernacular platform expansion, along with the increasing adoption of Connected TV and smart television devices enhancing viewing experiences and advertising opportunities. The report presents a thorough review featuring the India OTT Media Services Market Report, share, trends, and research of the industry.

STUDY ASSUMPTION YEARS

• Base Year: 2025
• Historical Year/Period: 2020-2025
• Forecast Year/Period: 2026-2034

INDIA OTT MEDIA SERVICES MARKET KEY TAKEAWAYS

• Current Market Size: USD 1,711.12 Million in 2025
• CAGR: 14.56%
• Forecast Period: 2026-2034
• The market is driven by explosive growth of regional language content and vernacular platform expansion in tier-2 and tier-3 cities.
• Rapid adoption of Connected TV and smart television devices is transforming content consumption and advertising.
• Regional language OTT content share increased from 27% in 2020 to 54% in 2024.
• Regional content consumption is expected to surpass Hindi content by 2025-2026.

MARKET TRENDS

The India OTT media services market is experiencing an unprecedented surge in regional language content consumption. According to the FICCI-EY report cited, regional languages accounted for 27% of OTT video content in 2020, which dramatically increased to 54% in 2024. This paradigm shift underscores a growing consumer preference for culturally authentic entertainment in native languages such as Bengali, Marathi, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Gujarati, driven primarily by expanding internet penetration in tier-2 and tier-3 cities.

Major OTT platforms like Disney+ Hotstar, Netflix, Amazon Prime Video, and ZEE5 have increased investments in regional original series and dubbed content to capture this growing audience. For example, JOJO produced over 12 Gujarati originals last year alone, with popular shows dubbed in five or more languages. This regionalization has catalyzed higher engagement and subscription rates, especially due to viewers’ deeper connections with local culture and traditions.

Another key trend shaping the market is the rapid adoption of Connected TVs (CTVs). With approximately 90% of new television sales being smart TVs, aided by affordability at prices as low as Rs 10,000, consumer viewing has increasingly shifted from mobile to large-screen immersive experiences. Platforms such as YouTube, JioHotstar, Amazon Prime Video, Netflix, and Zee5 are optimizing content and advertising specifically for CTV, enhancing premium viewing experiences and enabling sophisticated addressable advertising estimated to account for 13% of total TV ad revenue by 2025.

MARKET GROWTH FACTORS

The growth of regional language content and vernacular OTT platforms is a significant factor driving the India OTT media services market. Consumer preferences are rapidly evolving towards culturally relevant entertainment in native languages across smaller cities, as expanding internet access opens new regional markets. This shift is causing platforms to prioritize regional and dubbed content, supporting increased audience size and higher subscription conversion.

Connected TV adoption is another crucial growth driver. The increasing affordability of smart TVs and the associated shift towards premium, immersive viewing experiences have led to a transformation in how Indian consumers engage with OTT content. Advertisers benefit from enhanced targeting capabilities and direct performance measurement on CTV platforms, making it a preferred channel for brand marketing and contributing substantially to the market’s expansion.

Furthermore, the consolidation of platforms, such as the launch of JioHotstar following the Reliance-Disney merger, expands content libraries and user bases, fueling market size and competitive dynamics. JioHotstar’s incorporation of 300,000 hours of content and over 500 million users exemplifies how strategic mergers can accelerate growth and strengthen market leadership.

MARKET SEGMENTATION

Type Insights:

• Subscription-based (SVOD): Market includes services where users pay a recurring fee for content access.
• Advertisement-based (AVOD): Platforms where content is offered free with revenue generated from ads.
• Transaction-based (TVOD): Platforms that generate revenue through pay-per-view transactions.

Content Type Insights:

• Entertainment: Streaming movies, shows, and related entertainment content.
• News and Sports: Live and recorded broadcasts of news events and sports.
• Education: Educational videos and learning materials.

Device Type Insights:

• Smartphones and Tablets: Mobile devices primarily used for OTT consumption on-the-go.
• Smart TVs: Connected televisions enabling an immersive, large-screen experience.
• Laptops and Desktops: Traditional computing devices for OTT streaming.
• Gaming Consoles: Devices that also support OTT media playback.

Revenue Model Insights:

• Subscription Revenue: Income from recurring subscription fees.
• Advertising Revenue: Income generated from advertisements shown to viewers.
• Hybrid Models: Combination of subscriptions and advertisements for revenue.

Regional Insights:

• North India
• South India
• East India
• West India

REGIONAL INSIGHTS

The report does not explicitly identify a dominant region by market share or CAGR. However, it provides segmentation across North India, South India, East India, and West India. Specific region-based market share and CAGR details are not provided in the source.

RECENT DEVELOPMENTS & NEWS

In February 2025, JioStar launched JioHotstar by merging JioCinema and Disney+ Hotstar following the Reliance-Disney merger completed in November 2024. The unified platform offers 300,000 hours of content and caters to over 500 million users with premium entertainment from Disney, NBCUniversal Peacock, Warner Bros, HBO, and Paramount. It also features extensive sports coverage including IPL, ICC tournaments, Premier League, and Wimbledon. Subscription plans start at Rs 149 for three months and include advanced features such as 4K streaming, AI-powered insights, and multi-angle viewing. JioHotstar is positioned to dominate the OTT landscape with an estimated 85% streaming market share.

KEY PLAYERS

• Disney+ Hotstar
• Netflix
• Amazon Prime Video
• ZEE5
• JOJO
• YouTube
• JioHotstar

CUSTOMIZATION NOTE

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

ABOUT US

IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provide a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

CONTACT US

IMARC Group,

134 N 4th St. Brooklyn, NY 11249, USA,

Email: sales@imarcgroup.com,

Tel No: (D) +91-120-433- 0800,

United States: +1-201-971-6302