The Incredible Growth of Paid OTT Subscriptions in India: Why Millions Are Streaming Now
India’s OTT universe has crossed 601 million users, of which a record of 148.2 million are active paid subscribers, according to a report published by Ormax Media Report, 2025. This represents a shift in how Indians consume content, and streaming is now convenient and highly personalised with improved digital infrastructure, innovations in content, bundling with telecom services, and changing user behaviours.
This booming trend presents immense opportunities for content creators, educators, and entrepreneurs seeking to build OTT websites, launch niche streaming platforms, or produce high-quality video content. Whether you’re a filmmaker, a teacher, or a brand, the growing love for paid OTT opens up a new digital highway for building direct and lasting connections with audiences.
The New Digital Entertainment Landscape
India’s streaming economy is driven by technology and evolving consumer preferences. Here, let us look at some key numbers from The Ormax OTT Audience Report (2025) based on a survey of 15,600 respondents across urban and rural India, conducted in June and July:
- 601 million OTT users in India, over 41.1% of the population, are watching online video content each month, 148.2 million active paid subscribers, including direct, telecom-bundled, and aggregator-driven subscriptions, pay for at least one OTT subscription.
- The study pegs the growth rate of India’s OTT universe at 10 percent, lower than the 13-14 percent growth recorded in 2023 and 2024. The research also estimates 148.2 million active paid OTT subscriptions, including those accessed via telecom bundles and OTT aggregators.
- One of the sharpest shifts has been in Connected TV adoption. India’s active Connected TV user base has touched 129.2 million, translating into 35-40 million homes. This reflects an 87 percent year-on-year growth, underlining the shift of streaming from mobile to large screens.
Why Are Indians Paying For OTT?
Content Diversity and Regional Languages
India’s culture-rich OTT ecosystem is thriving because of its inclusivity and diversity. Platforms like Netflix, Amazon Prime Video, Disney+ Hotstar provide thousands of options across genres and content in regional languages, such as Tamil, Telugu, Malayalam, Bengali, Marathi, Bhojpuri, Assamese, and many more. The inclusion has drawn many new audiences who previously could not access these platforms due to language barriers. This platform now makes content accessible by including dubbing and subtitles in many Indian languages
From local short stories to international blockbusters, everything gets its place along with the Western content that streams on this platform, like Netflix. This approach to include content from various multilingual aspects brings a wave of paid subscriptions to these OTT platforms.
Affordability Through Bundling
Earlier, managing multiple subscriptions was a costly affair. Today, OTT services are accessible through telecom bundling and OTT aggregators. Partnerships with Jio, Airtel, and Vodafone allow users to get premium access clubbed with data plans.
Aggregators like Tata Play Binge, Airtel Xstream, and Amazon Prime Channels allow users to manage multiple OTTs in one affordable subscription. This bundling reduces decision fatigue and price barriers, making it easier for users to upgrade from free to paid content.
Easy & Seamless Payment Methods
Streaming platforms provide various ways in which you can get your subscription, like Digital/ Online Payment Methods, UPI, Mobile-Based Payments and auto-renewal subscriptions, which have eliminated the complex payment hurdles of the past. Regional audiences find it easier to pay in their local languages and currencies, boosting India’s paid subscriber base.
Surge in CTV Adoption
One of the most dramatic drivers of growth is the shift from handheld devices to the living room. India now has 35–40 million Connected TV homes, with OTT services increasingly targeting the “family viewing” experience, preferring high quality and large screen viewing.
129.2 million users streaming on smart TVs highlights that India is no longer a “mobile-only” streaming nation. Large-screen Connected TV (CTV) adoption is reshaping viewing habits, and premium subscriptions are no longer confined to elite metros or cities. It has spread across rural and semi-urban regions, providing specific content for specific target audiences on a single platform to binge-watch.
Changing Consumer Habits & Market Trends
Indians now spend an average of over 3-4 hours daily on OTT platforms. Besides engaging with movies or shows, viewers engaged with live sports and web series made according to their preferences. Regional OTT platforms like Hoichoi (Bengali) and Aha(Telugu/Tamil) show higher loyalty with up to 85% of their users on paid plans, highlighting the importance of vernacular content.
Recent examples like Sony ZEE’s merger mark the beginning of more such mergers of OTT platforms with regional platforms. Telecom companies will acquire more content platforms in the future. Sports rights, especially cricket, remain powerful subscriber magnets for platforms like Disney+ Hotstar, which reports around 280 million users, followed by Amazon Prime and Netflix.
Artificial intelligence is increasingly influencing the content development in India by automating dubbing and subtitle generation, providing content recommendations across language barriers and predictive analytics for regional content to the audience.
Platforms are exploring fast channels, which combine the familiarity of traditional TV with the flexibility of streaming, potentially bringing more traditional TV viewers into the digital eco stream.
Traditional cable and DTH, along with OTT platforms, are trying to build direct-to-consumer relationships, powered by analytics, personalisation, and targeted recommendations. Viewers are now decision-makers—they choose what, when, and how to watch and also provide creators a broader platform to connect to their audience.
The Larger Picture: Economic and Cultural Impact
OTT is no longer just entertainment; it has turned into a big business, reshaping India’s cultural economy. The numbers are increasing due to rapid internet usage, smartphone adoption, and demand for on-demand content. India’s heavy growth is seen due to affordable data plans and a growing digital-savvy youth audience. The diverse and localised OTT content that streams on all streaming platforms.
For broadcasters, educators, and startups, OTT is also creating a creator economy boom.
It lets creators and brands:
- Craft hyper-personalised content.
- Build brand loyalty.
- Improve brand recall.
- Monetise through niche categories (education, regional art, fitness, music, etc.).
Future Outlook
India is set to be the second-most critical OTT market after China. With 1.6 billion internet users projected by 2050 and a steady CAGR of 10.10%, content creators have historic opportunities to build OTT websites, launch apps, and monetise niche video offerings.
The content-creating market has evolved with the popularity of short-form videos on social media and the use of audience-generated content, boosting the creators' economy worldwide. In the near future, with the inclusion of more advanced AI tools and interactive experiences for the audience, the streaming industry will dominate the video content and will allow creators to earn directly on these personalised platforms and through fan support.
How Skara helps you build your own paid OTT subscription?
This is where Skara comes into play. If you are a creator and want to create your own personalised streaming platform or website, but do not know where to build your website, then this is for you. Skara simplifies OTT website development and video monetisation for aspiring creators, educators, brands, and entertainers.
Whether you want to:
- Build your own OTT-style website.
- Stream content directly with subscription models.
- Offer bundled educational or entertainment services.
Skara provides you with a full-stack, no-code OTT platform solution tailored to your needs.
FAQs
1. Why should I focus on OTT content now?
Because OTT is India’s fastest-growing entertainment sector, with millions shifting from free video apps to paid subscriptions. The demand for fresh, quality, and localised content has never been higher.
2. I am a small creator. Can I really start my own OTT website?
Yes. With tools like Skara, you do not need coding skills to launch your OTT site. It supports hosting, video streaming, monetisation, and audience management.
3. Why is Connected TV adoption important?
Connected TVs bring back big-screen viewing into families' living rooms. This means higher retention, better engagement, and improved brand recall for OTT creators.
4. Are telecom bundles really driving paid subscriptions?
Absolutely. Bundled plans from Jio, Airtel, and Vodafone mean users no longer hesitate about “managing too many subscriptions.” Prices are affordable, and switching from free to paid OTT becomes seamless.
