Mumbai: India’s entertainment consumption habits are undergoing a dramatic transformation, with Over-the-Top (OTT) platforms rapidly emerging as the preferred medium for millions of viewers.
According to the Ormax Media OTT Audience Report 2025, over 600 million Indians now use OTT services, with 148.2 million active paid subscriptions — a figure that includes telecom-provided and aggregator-based plans.
This digital surge has come at the cost of traditional television. Once the cornerstone of Indian households, linear TV is witnessing a steep decline. Only 25% of viewers now rely solely on conventional television for entertainment, while 23% consume content exclusively via digital platforms. The shift spans across age groups, regions, and socio-economic classes, signalling a nationwide change in viewing behaviour.
Connected TVs And Changing Habits
One of the most notable trends is the rise of connected TV usage, which has grown by 87% in the past year. Today, 129.2 million viewers stream OTT content directly on their televisions, blending the comfort of big-screen viewing with the flexibility of digital platforms.
The decline in paid TV subscriptions further illustrates this shift. Data from AIDCF and EY India reveals that the number of paid TV households dropped from 151 million in 2018 to 111 million in 2024, meaning 40 million homes have moved away from traditional TV in just six years.
Why OTT Is Winning
Several factors contribute to the OTT revolution:On-demand access: Viewers can watch content anytime, anywhere.
Diverse content offerings: OTT platforms provide international, regional, and niche genres.
Ad-free experience: Premium subscriptions eliminate interruptions.
Personalisation: Algorithms tailor content to individual preferences.
This flexibility and variety have made OTT platforms the go-to choice for entertainment, especially among younger audiences and urban dwellers.
The Road Ahead
While the growth rate of OTT users has slowed slightly to 10%, the overall trajectory remains upward. Experts believe that as internet penetration deepens and smart devices become more affordable, OTT platforms will continue to dominate India’s entertainment ecosystem.
Traditional broadcasters are now exploring hybrid models, integrating digital strategies to retain viewership. However, the writing on the wall is clear — the future of entertainment in India is digital.
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