India’s video streaming audience currently stands at 547.3 million people, but active paid subscriptions have stagnated at 99.6 million, according to a report by media consultancy Ormax.
Ormax’s OTT Audience Report: 2024, based on a sample size of 12,000 respondents across urban and rural India in June and July, stated that OTT (over the top) penetration in India was 38.4%.
The 13.8% growth of the universe compared to 2023 was driven entirely by the AVoD (advertising video on demand) audience, which grew by 21%, while the SVoD (subscription video on demand) segment decreased by 2%.
The report defines OTT viewership as those who watched at least one online video (free or paid) in the past month. It says India has 99.6 million active paid OTT subscriptions, a figure very similar to last year.
The average number of platforms each paying audience member subscribes to fell from 2.8 to 2.5 in 2024, highlighting the declining need among audiences to pay to watch multiple streaming services.
Smartphones became the preferred device for viewing online video content, with 97% of audiences using them and a significant 81% watching OTT content only on their smartphones. The connected TV audience base was estimated at 69.7 million.
“This year’s report highlights the significant role of the AVoD segment in expanding the universe,” said Keerat Grewal, business development director (streaming, TV and brands) at Ormax Media, in a statement. “Growth is driven by AVoD audiences, with most new entrants in the category watching video content only on YouTube and social media. The stagnation in SVOD audience size also reflects the trend where free content is driving OTT growth in small towns and rural India.”
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