Explore the explosive growth of streaming platforms in India, driven by IPL viewership, regional content, and evolving consumer tech habits that are reshaping entertainment ecosystems.
The Indian consumer tech ecosystem is riding a streaming revolution. As internet penetration deepens and smartphones become ubiquitous, video-on-demand (VOD) and live-streaming are profoundly reshaping how Indians consume entertainment. What began as a niche urban trend has now surged into mainstream culture, underpinned by sports, original content, and aggressive technology adoption across the nation.
Streaming Market Size and Growth
In 2024, India’s OTT video market is valued at around $1.51 billion, projected to more than double to $3.21 billion by 2030, fueled by a 13.5 % CAGR
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. Another estimate pegs total video streaming revenue at $4.06 billion, with a steady 7.4 % annual growth rate through 2029 . India now boasts over 700 million online users, with 30 % of internet time devoted to OTT/CTV platforms
The IPL Effect and Platform Wars
Sports content, especially cricket, has been a game-changer. JioHotstar (the merged entity of JioCinema and Disney+ Hotstar) grew from roughly 50 million subscribers in March to over 280 million, nearing Netflix’s global 300 million benchmark—a surge driven by the 2025 IPL season
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. That IPL final alone recorded 578 million streams, marking a 35 % increase in overall viewership year-on-year
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This dominance reshapes the competitive landscape: Disney’s stake with Reliance’s Viacom18 merged content assets to form JioHotstar, reinforcing its hold on premium local and international content
Diversifying Content: Regional, Music & Government OTT
Beyond sports, regional and niche platforms are gaining steam. Telugu‑language service Aha reported 2.5 million paid subscribers and 40 million users by March 2024
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. Kerala entered the OTT space with the government-backed CSpace launching in March 2024, spotlighting Malayalam indie content and operating on a pay-per-view model to support local creators
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Audio streaming is also booming. India ranked second globally in music streams in 2023, with total music revenue climbing to INR 6,686 crore from INR 2,416 crore in 2019—projected to reach INR 10,899 crore by 2028
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. Podcasts, too, are on the rise with 153 million monthly listeners in 2023, around 10 % of whom pay for premium content .
Viewer Habits & Platform Evolution
Young Indian audiences increasingly prefer OTT/CTV over social media for entertainment, and perceive ads on these platforms as more “premium” by 55 %
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. Monetization models in India are diversifying beyond subscriptions to include hybrid AVOD and SVOD formats
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The growing trend of live-commerce streaming is another frontier. Brands are leveraging interactive, personalized livestreams to build deeper consumer engagement .
Looking Ahead
Streaming platforms in India are undergoing rapid consolidation, driven by sports-centric strategies and regional content. Bundling deals—like telecom partnerships offering Netflix or Apple Music with Airtel—are becoming more common
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. The future points toward richer consumer ecosystems combining entertainment and commerce, powered by robust consumer tech infrastructure. Data-driven engagement across video, audio, and livestreaming will define the next decade of digital entertainment in India.
