India is shaping up to be one of the world’s largest OTT markets with an audience universe that currently stands at 353.2 Million (or 35.32 crores) people. This is an entire penetration of about 25.3 percent of the country’s population means that one in four Indians watched online videos at least once in the last month.
According to a recent research report published by the media consulting firm, Ormax, which was based on a sample size of 12,000 across urban and rural India, states the above-mentioned facts. This research was conducted from May to July 2021 by Ormax.
In their report, the media consulting firm reveals that there are currently 96 million active paid OTT subscriptions in India, across 40.7 Million paying (SVOD) audiences. This is an average of 2.4 subscriptions per paying audience member and 66 percent of these paid subscriptions are with the male audience.
The top six metros of the country only contributed about 11 percent to India’s OTT universe however they had a total of 35 percent paid subscriptions in India. Bengaluru, Delhi, and Mumbai are the top three cities in this regard and boast more than eight million active paid subscriptions each.
“India’s OTT audience universe is rapidly growing, and an accurate estimation of market size is a crucial strategic component in a growing category. While streaming companies have data on usage and subscription of their platforms, there is no industry-level audience research available to size and profile the Indian OTT market at large.”
“OTT is no longer a niche category, but at 25 percent penetration, there is still a huge potential to grow the market, especially outside the top cities. We have seen a rise in regional OTT platforms in India over the last year. This report provides market and demographic level data for platforms to take sound investment decisions on regional products, be it a stand-alone app or regional content within a national app,” stated Sailesh Kapoor, founder, and CEO of Ormax Media.