In the absence of any central measurement, it’s difficult to gauge which shows or films delivered to the audience on streaming, and which ones fell short. Some platforms put our numbers for their marquee properties, but the metrics vary by platform, and there's no standardisation of messaging. There are many numbers floating around (like views, audience size, watch time, viewing sessions, etc.), but little clarity.

To fill in this need gap, we started estimating viewership of OTT originals in mid-2020. Initially, these estimates were available only for Hindi and select international properties. In 2024, we expanded the scope to Tamil and Telugu languages, and from this year (2025), we are reporting viewership of original OTT content in India across all languages.

Our mid-year report, titled Top 50 Streaming Originals in India: Jan-Jun 2025, is now ready. You can download the report here.

The definition of viewership, and the underlying methodology to estimate viewership of OTT originals across platforms, has been detailed in the report.

The report focuses only on original content, and does not cover other ‘non-original’ content on streaming, such as theatrical films, catch-up television, sports, etc. From May 2025, we have started estimating viewership of theatrical films on OTT as well. Because this expansion happened mid-year, this category is not a part of this report. However, our 2026 mid-year and annual reports will cover this category too.