Indian Streaming Audience Hits 601 Million Users as Connected TV Gains
India‘s streaming audience has hit a major milestone, with a staggering 601.2 million users tuning in to online content, which accounts for over 40% of the country’s population. This data comes from the latest research conducted by Ormax Media, as stated in The Ormax OTT Audience Report: 2025.
The report indicates a steady growth rate of 10% year-over-year, a slight decrease from the higher expansion rates observed in previous years. However, the standout finding is the remarkable 87% increase in Connected TV viewership, with 129.2 million active users now enjoying streaming content on their television screens.
Shailesh Kapoor, the founder and CEO of Ormax Media, noted that the surge in Connected TV viewers is particularly noteworthy in a market that has traditionally been mobile-centric. The study, which surveyed 15,600 respondents in urban and rural India between June and July 2025, defines streaming audiences as individuals who have watched at least one online video, whether free or paid, in the past month.
Paid subscriptions are also on the rise, with a total of 148.2 million accounts, including those bundled with telecom services and streaming aggregators. The increase in Connected TV viewership suggests that approximately 35-40 million households in India now have smart TVs or streaming devices, signaling a significant shift in viewing habits that could impact content strategies for streaming platforms.
Popular shows like JioHotstar’s “Criminal Justice: A Family Matter,” which garnered 27.7 million viewers and topped Ormax’s recent streaming charts, highlight the demand for premium content that is best experienced on larger screens.
Keerat Grewal, the head of business development for streaming, TV, and brands at Ormax Media, mentioned that the 2025 edition of the report has been expanded to include new sections on time spent on digital content, preferred languages, content formats, and media habits based on industry feedback.
Ormax Media, a Mumbai-based media consulting firm, launched the annual report in 2021 to provide reliable third-party data for India’s streaming industry through primary research. With each edition, the report has grown in scope and depth, offering valuable insights for platforms, advertisers, content creators, and investors navigating the competitive landscape.
The comprehensive study categorizes the 601.2 million streaming users by demographics such as gender, age, economic status, geography, and city tiers, providing a detailed understanding of the diverse streaming audience in India.
