The Indian OTT audience has experienced remarkable growth, as demonstrated by the most recent statistics. A comprehensive report by Ormax reveals that the Indian OTT audience has now reached an impressive 481.1 million with a total of 102 million paid subscribers.

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The Indian OTT (Over-The-Top) audience universe has witnessed significant growth in recent years, with the latest statistics revealing a substantial presence in the digital streaming landscape. According to a comprehensive report, the Indian OTT audience base currently stands at a staggering 481.1 million, or 48.11 crore people. This translates to a penetration rate of 34%, indicating that a considerable portion of the Indian population is actively engaged in online video consumption. The report defines an OTT audience as individuals who have watched at least one online video, whether free or paid, in the last month.

The data presented in the report sheds light on the evolving trends in the Indian OTT market. Keerat Grewal, the head of business development (Streaming, TV, and Brands) at Ormax Media, highlights that while the Indian OTT market experienced a rapid upsurge during the pandemic years of 2020 and 2021, the growth rate has now settled down to more moderate levels. The audience base expanded by 20% from 2021 to 2022, but this growth slowed to 13.5% over the last year. This shift in growth dynamics suggests that the OTT sector is moving past its peak expansion phase witnessed in the two preceding years.

One of the key findings of the report is the presence of 101.8 million active paid (B2C) OTT subscriptions in India, covering 36.4 million SVoD (Subscription Video on Demand) audiences. This data also reveals that, on average, each paying audience member holds 2.8 subscriptions. B2C subscriptions represent viewers who have directly subscribed to OTT platforms, as opposed to B2B subscriptions, which are offered through telecom packs by various operators.

The report also delves into the geographical distribution of paid subscriptions, highlighting that Mumbai, Delhi, and Bengaluru are the top three cities with over six million active paid subscriptions each. This data underscores the diverse and widespread adoption of paid OTT services across India’s major urban centers.

Keerat Grewal emphasized the significance of the report’s extensive data, suggesting that it can help OTT platforms and associated agencies make more informed strategic decisions in various areas, including pay versus free content strategies, target audience and market selection, content and communication strategies, and revenue planning. By utilizing data and analytics, the report aims to support the Indian media and entertainment industry in building more profitable and consumer-centric businesses.

The Indian OTT audience universe is a force to be reckoned with, boasting an impressive number of viewers actively engaging with online video content. The growth of the OTT market has shown signs of moderation after the explosive expansion during the pandemic years. This data provides valuable insights that can assist industry players in making informed decisions and adapting to the evolving landscape of digital streaming in India. Ormax Media’s commitment to empowering the industry through data and analytics is poised to drive innovation and growth in the Indian media and entertainment sector.