How Ott Platforms In India Are Changing Content Viewing
May 3, 2025
Have you ever wondered what the major reason is behind the shift in how India watches entertainment today? Over the last few years, the entertainment world has seen a streaming revolution, with Over-the-Top (OTT) platforms transforming the way people consume content. As per Global Media Journal, OTT services in India have gained popularity over the years, and now there are more than 353 million OTT users, which is expected to reach 500 million by next year.
One of the major reasons for the extensive growth of OTT service providers and the consumer’s shift from traditional TV-based content is that they are easily accessible on smart devices and with affordable internet plans. Apart from being portable, OTT service providers provide ad-free access to the services, and downloading in different languages is beneficial at an affordable cost.
As per Telecom Review Asia, the Asia-Pacific countries, such as India, were valued at USD 36.80 billion in 2021 and are expected to grow to USD 109.23 billion by 2028, with the fastest CAGR of 16.9% during the projected period. In this blog, we will walk you through how OTT service providers in India are changing the way we watch content. Moreover, we will share some insider insights into what makes OTT platforms tick and what to expect in the upcoming years. So, let’s get started.
The Rise Of Live Streaming
The OTT services in India have seen rapid growth, with live-streaming becoming an important part of their appeal. Streaming revolution, majorly on OTT platforms, has gained growth on different levels, such as sports, breaking news, concerts, and so on. This growth of digital entertainment trends is significantly impacted by various factors such as:
Young consumers are increasingly seeking live content, leading to a high number of views and demand for live-streaming services.
OTT services in India have broadened their content beyond old and traditional video content, such as live concerts and events, attracting a wide number of people.
Live-streaming provides new monetization opportunities to event organisers to generate revenue through subscriptions, pay-per-view events, and other premium offerings.
Live streaming helps global audiences to easily access the content from different regions, moving beyond barriers and expanding reach.
With the advancement of technology, cloud-based OTT services in India are improving. 5G technology is making a top-quality streaming revolution possible and ensuring an interactive experience for the audience. Live streaming on OTT platforms has accelerated during the Covid-10 pandemic. People all over India have turned to online platforms for news and entertainment.
Changing Consumer Behavior
In India, OTT service providers have tailored the consumer content choices, uplifting them from traditional TV daily soaps and films to on-demand streaming. One of the major reasons for the significant shift to digital entertainment trends is considered to be convenience, large content, and affordability.
The entertainment consumption habits of Indian consumers are shifting towards OTT platforms, which have become their preferred mode of entertainment, leaving traditional cable TV behind. Young consumers found that on-demand access and the ability to watch shows online at their own convenience were more impactful. Apart from convenience and accessibility, consumers found customized recommendations and regional language on OTT platforms worth it, and it had a significant impact on traditional media.
Challenges In The Ott Landscape
OTT services in India have not only had a positive impact but also a significant negative impact. When it comes to OTT platforms, security and privacy are the two major issues. In certain cases, the consumers' information shared with the platform during sign-in or search history gets used for illegal purposes. Moreover, OTT services lack censorship because children can be exposed to nudity and other inappropriate content, which is another major issue that people in India come across while using these services.
India is a developing country, and not everyone has easy access to a better internet connection, making it hard for them to enjoy a seamless experience. As per reports, many viewers in India are becoming addicted to OTT platforms, which results in a limited and introverted social life.
Different OTT service providers are losing up to 30% of their annual revenue to piracy. There are several online webpages that feature all forms of pirated content as soon as they are released on the OTT platform.
Moreover, in India, OTT platforms are growing rapidly. As per the Government of India report, there are more than 57 OTT platforms registered with them. As the number of streaming platforms continues to grow, it will be difficult for viewers to keep up with all the options in the market. Not to forget that the cost of subscribing to multiple channels can be high. Furthermore, due to the availability of various platforms, it can be challenging to find the content that you want to watch.
Conclusion
The introduction of OTT services in India has evolved the way we watch shows online. In India, OTT content has raised several challenges for traditional TV by offering a global variety of entertainment options, affordability, on-demand viewing, and the ability to stream content anytime and anywhere.
These platforms have significantly impacted consumers and the kind of content they consume in the name of digital entertainment trends, and we are sure that this trend will continue to grow in the upcoming years.
Despite several challenges, OTT services in India are booming. These platforms are continuously evolving to meet the needs of consumers and make entertainment more accessible, customizable, and flexible for them.