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In 2025, subscription revenue from over-the-top (OTT) video platforms in India amounted to approximately *** billion Indian rupees. This figure is projected to increase to over *** billion rupees by 2026 and to surpass the *** billion rupee mark by 2028, reaching around *** billion rupees.

Video streaming trends

Netflix and Amazon Prime Video led India’s video streaming market in 2024, each reaching nearly ** percent of subscribers, while Disney+ Hotstar ranked next. Netflix also dominated content performance, with the Hindi film Do Patti becoming the most-watched direct-to-OTT release, exceeding ** million views. Overall, eleven of the top fifteen direct-to-streaming films that year were Netflix originals, reinforcing its strong position in the market.

Audio streaming trends

Audio streaming in India continued to grow, with Spotify accounting for ** percent of digital audio purchases and Amazon Music for ** percent in 2025. As of early 2025, both platforms offered subscription plans in India at around *** Indian rupees. Services such as Wynk Music remained significantly cheaper, underscoring India’s status as a low ARPU music streaming market where subscription revenues still trail far behind video streaming income.