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India’s 601.2 million OTT viewers and 129.2 million connected TV users are pushing broadcasters towards subscription, advertising, commerce and transactional video formats nationwide.
Key Highlights
India is becoming a hybrid video entertainment economy. A commuter may watch YouTube Shorts on a phone, stream an IPL match on a connected TV at night and later switch to a cable news channel.
The Economic Times reported the industry shift, citing executives from YouTube, JioStar, Prime Video and EY India. Platforms are moving beyond the old advertising-versus-subscription choice. Rentals, sports passes, shopping links and premium packages now operate alongside free video.
That gives viewers more choice, but it can also complicate household bills. A sports plan may renew on one date, a film service on another, while a forgotten trial quietly becomes a paid subscription.
The Ormax OTT Audience Report: 2025, released on September 19, 2025, surveyed 15,600 people during June and July.
The table shows two separate trends. Overall OTT reach kept rising, but growth eased from 13.8% to 9.9%. Connected TV followed a sharper path, adding 59.5 million viewers in one year. That increase suggests more Indian households are shifting long-form streaming, films and live sports from phones to larger screens.
Connected TVs can bring personal streaming back into the living room. A family may use YouTube for free programmes, retain one film subscription and activate a sports plan only during the IPL.
Traditional television remains strong. Kantar’s Media Compass 2025, covered by Mint, found 23% of Indians were digital-only users. Another 58% watched linear television monthly, while connected TV added 35 million viewers.
13.8%
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The sector figures were covered in the FICCI-EY report summary. Advertising income remains far higher than digital subscription revenue, giving platforms a strong reason to retain free viewing.
The LoansJagat guide to increasing monthly savings recommends checking bank statements for duplicate or unused payments. That advice fits OTT plans, which often renew automatically.
YouTube India Managing Director Gunjan Soni has described the living-room screen as an important part of YouTube’s Indian business. Prime Video executive Gaurav Gandhi said Amazon was bringing its advertising-supported and subscription operations closer after integrating Amazon MX Player.
JioStar Sports CEO Ishan Chatterjee said IPL events had reached more than 1 billion viewers. JioStar CEO Kevin Vaz has also highlighted personalisation, commerce and interactive viewing.
Platforms can now earn through advertisements, monthly plans, rentals, sports packages, sponsorships and video-linked purchases. Each viewer does not need to pay in the same way.
A household paying ₹149, ₹299 and ₹599 for three services spends ₹1,047 monthly, or ₹12,564 annually. A forgotten ₹299 plan adds another ₹3,588 a year.
The LoansJagat savings guide identifies unused OTT and app subscriptions as common budget leaks. Its explainer on RBI’s recurring auto-debit rules also notes that pre-debit alerts can help customers stop unwanted renewals.
LoansJagat’s analysis suggests checking every plan’s cost, renewal date and recent usage. Several small payments can quietly become a five-figure yearly expense.
India’s video market now covers television, smartphones, connected TVs, free platforms and paid streaming. Affordable packages may retain audiences longer, while households should audit subscriptions before ₹149 and ₹299 payments accumulate.
Why Are Platforms Combining Free And Paid Plans?
The approach attracts varied users while generating advertising, subscription and rental income.
Is Traditional Television Losing Every Viewer?
No. Kantar found 58% of Indians still watched linear television monthly.
How can families save money on streaming services?
Families can target services with low usage, pay attention to renewal notifications, and select shorter subscription options if they prefer certain streaming services.
What is the lowest cost way to access the various streaming services for a TV?
A broadband or telecom subscription combined with other services is generally a better option than paying for each streaming subscription. Look at what's included, the number of screens, and renewal prices before making a decision.
How many people have changed to streaming services instead of traditional services?
According to Kantar, in 2025, 23% of Indians were completely digital, and 58% were still viewing linear television on a monthly basis.
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