Indian streaming grows to 547 million, paid subscriptions stagnate – Knowligent
Indian streaming grows to 547 million, paid subscriptions stagnate

Indian streaming grows to 547 million, paid subscriptions stagnate

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Summary by Variety • Hafthor Bjornsson on Youtube • Published 4 months ago

By Naman Ramachandran

POV: You are 6 feet 1 inch tall, weigh 390 pounds and have booked the middle seat

The latest edition of Ormax Media's streaming audience research reveals that the streaming landscape in India is growing significantly, although this growth is entirely driven by ad-supported viewership.

The Ormax OTT Audience Report: 2024 provides insights into the changing consumption patterns of digital content across the country. Based on a sample of 12,000 respondents from urban and rural India, the study estimates the current OTT (streaming) audience universe at 547 million users, representing a penetration of 38% (up from 34% in 2023).

This is up 14% from the 2023 figure of 481 million and is “entirely driven” by growth in the ad-supported video-on-demand (AVOD) segment, which saw a 21% increase, the report said. In contrast, the subscription video-on-demand (SVOD) segment experienced a numerical decline of 2%.