JustWatch’s latest Q3 2025 streaming market share report reveals significant shifts in India’s OTT landscape, with Prime Video and JioHotstar neck-and-neck while Netflix continues its steady climb.
Table of Contents
India Streaming Market Share (Q3 2025)
| Platform | Market Share | Trend (Jan-Sep 2025) |
|---|---|---|
| Prime Video | 23% | Stable, slight decline from 25% |
| JioHotstar | 23% | Steady growth from 21% |
| Netflix | 19% | Climbing from 17% |
| Apple TV+ | 15% | Declining from 16% |
| ZEE5 | 10% | Declining from 11% |
| SonyLIV | 5% | Steady around 5% |
| Other | 5% | Declining from 7% |
Key Takeaways from JustWatch Q3 2025
Dual Leaders Emerge: Prime Video and JioHotstar both command 23% market share, representing a dramatic shift from early 2025 when Prime Video held a clear lead. JioHotstar’s growth correlates with aggressive cricket streaming rights and regional content expansion, while Prime Video’s slight decline suggests market saturation.
Netflix’s Momentum: Climbing from 17% in January to 19% by September, Netflix demonstrates consistent quarter-over-quarter gains despite premium pricing. Indian original series and localized content strategy appear to be paying dividends, particularly with tier-2 and tier-3 city penetration.
Apple TV+ Struggles: Dropping from 16% to 15% suggests Apple’s premium positioning and limited content library struggle against platforms offering broader catalogs. The lack of cricket streaming and fewer regional language options hamper growth in India’s price-sensitive market.
Regional Players Consolidating: ZEE5 and SonyLIV collectively hold 15% share but face downward pressure. The decline reflects consolidation trends as viewers migrate toward platforms with deeper pockets for content acquisition and original production.
What’s Driving the Changes
The January-September 2025 trend chart reveals JioHotstar’s steady upward trajectory coincides with IPL 2025 and ICC tournaments, reinforcing cricket’s dominance in Indian streaming. Netflix’s gradual climb indicates successful investment in high-budget Indian originals like Sacred Games successors and regional cinema acquisitions.
Prime Video’s stabilization around 23% suggests the platform has reached its natural ceiling without major content differentiators or exclusive sports rights. The “Other” category’s decline from 7% to 5% indicates smaller platforms like Aha, Hoichoi, and MX Player losing ground to big players.
Industry Implications
The data confirms India’s streaming wars are consolidating around three major players—Prime Video, JioHotstar, and Netflix—controlling 65% combined market share. For content creators, this concentration means pitching to fewer buyers with higher bargaining power, while consumers benefit from fierce competition driving content quality up and prices (relatively) down.
Explore more streaming industry analysis at TechnoSports and access the full JustWatch Q3 2025 report with detailed regional breakdowns.
FAQs
Why is JioHotstar growing so quickly?
Cricket streaming rights (IPL, ICC tournaments) plus aggressive pricing and Jio telecom bundle integration drive subscriber growth, particularly in tier-2/3 cities.
Can Apple TV+ recover its market share in India?
Unlikely without significant price cuts or acquiring sports/regional content—India’s market rewards breadth and value over premium positioning.
