The surge in Connected TV highlights evolving audience habits and deeper engagement opportunities for platforms and advertisers.
Media consulting firm Ormax Media has released the fifth edition of The Ormax OTT Audience Report: 2025. Conducted in June and July 2025, the study is based on a robust sample of 15,600 respondents across urban and rural India.
According to the report, the Indian OTT audience now stands at 601.2 million (60.12 Crore), representing 41.1% of the country’s population. The report defines an OTT audience as anyone who has watched at least one online video – free or paid during the past month.
The growth rate of India’s OTT universe is 10%, slightly lower than the 13–14% growth observed in 2023 and 2024. The report further breaks down this audience by gender, age, media affluence, population strata, states, and cities.
The study also estimates the total number of active paid OTT subscriptions-defined as subscriptions used at least once in the past month-at 148.2 million, including those through telecom bundles and OTT aggregators.
In addition, the report highlights that India’s active Connected TV (CTV) user base now stands at 129.2 million, translating to roughly 35-40 million CTV homes. CTV penetration in India has seen a remarkable 87% growth in just one year.
Speaking about the vision behind the report, Shailesh Kapoor, founder & CEO, Ormax Media, said:
“We launched The Ormax OTT Audience Report in 2021 to provide credible third-party data for India’s OTT industry through rigorous primary research. Each edition has grown in scope and depth, delivering insights with meaningful business impact for platforms, advertisers, content creators, and investors. This year, the sharp rise in the Connected TV audience is particularly notable for a market long regarded as mobile-first.”
The 2025 edition introduces several new parameters, expanding the scope of the research. Keerat Grewal, Head: Business Development (Streaming, TV & Brands), Ormax Media, said:
“In response to feedback from industry leaders, we have added new sections on time spent on digital content, preferred languages, content formats, and media habits. These additions enrich the report with valuable insights on content consumption, complementing its established focus on business and monetization.”
The full report is available via subscription to streaming platforms, advertisers, media agencies, investors, production houses, and other stakeholders in India’s OTT ecosystem.
