We started publishing The Ormax OTT Audience Report in 2021. The annual report is our endeavour to size the growing Indian OTT (digital video) market using primary research, than rely purely on secondary data, proxy variables (like Internet and smartphone penetration) or industry estimates.

The fifth edition, titled The Ormax OTT Audience Report: 2025, based on data collected from 15,600 respondents across India in Jun-Jul 2025, is now out, and available for subscription (see details at the end of this article). The 2025 edition of the report includes several new parameters, such as time spent on digital content, preferred languages, content formats, and media habits. These additions enrich the report with valuable insights on content consumption, complementing its established focus on business and monetization.

India's OTT audience universe

As per the report, India's OTT audience universe, defined as those who have watched digital videos at least once in the last one month, is now at 601.2 million (or 60.12 crore) people. The growth from 2024 to 2025 is 9.9%, which is a notch lower than the 13%+ growth rates seen in 2023 and 2024. India's OTT penetration now stands at 41% of the country's population, up from 37% last year. Year-on-year growth of India's OTT (digital video) universe can be seen in the chart below.

The report breaks down the 601.2 million universe by gender, age, media affluence, NCCS, pop strata, states, and cities. It also segments the audiences into the following five categories, based on their access to paid subscriptions.

Growth in CTV usage

One of the biggest headlines from this year's report is the staggering 85% growth in Connected TV (CTV) usage in India. The 2025 report estimates the number of active CTV users in India (streaming videos on a CTV device in the last one month) at 129.2 million, up from 69.7 million in 2024. While India has traditionally been a smartphone-first market, the CTV growth story suggests that we are now moving to a two-device market. This development has strongs implications for the future of the Indian M&E economy.

Read the press coverage of the report in Variety, The Economic Times, and exchange4media.

To subscribe to The Ormax OTT Audience (Sizing) Report: 2025 please drop in an email to [email protected], and we will connect with you soon.