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In the week spanning May 24 to 30, 2025, the Hindi entertainment channel, STAR Utsav, emerged as the leading television channel in India, with a weekly viewership of nearly *** million average minute audience. It was followed by the Telugu entertainment channel, STAR Maa, while STAR Sports 1 Hindi slipped to the third spot. The list was dominated by general entertainment channels across the Hindi and South-Indian language markets that week.

Evolving viewership demographics

In recent times, India's viewership demographics have undergone substantial transformations. Television viewership has declined across various age groups, with the largest viewer segment aged 31 to 50. This shift can be attributed to the increasing preference for connected TV and exclusive video streaming over traditional pay TV. Surveys indicate that urban consumers aged 25 to 34 are at the forefront of these changes, driving video streaming and influencing television consumption trends, reflecting the evolving viewer preferences in India.

Streaming strengthens its hold over the Indian market

OTT platforms in India have witnessed significant growth, providing a wide range of content options. India's leading OTT players, including Netflix and Amazon Prime, alongside homegrown platforms like JioTV and Hotstar, have saturated the market with international and local entertainment. Notably, YouTube was the leading streaming platform in the country in terms of unique visitors, surpassing all rivals.