Online video platform subscription revenue in India FY 2020-2026

In the year 2023, the revenue from subscriptions for over-the-top video platforms across India amounted to approximately 73 billion Indian rupees. This was expected to peak at over 100 billion rupees by 2026. The overall number of paid online video subscriptions in the country amounted to 97 million in 2023.

Video streaming trends

Video streaming viewers consumed content across a mix of global and local platforms but spent far more time on domestic services such as MX Player and Disney+ Hotstar. The demand for Indian language content had global players such as Netflix and Amazon Prime Video playing catchup with their local rivals. However, in 2023, the Hindi Prime Video original series, Farzi went on to become the most watched series in India.

Indian streaming market

While video streaming accounts for a significant share of India’s sizable streaming market, audio streaming consumption among Indians has reached new heights. An array of music, podcasts, audiobooks, and audio series are churned out in several Indian languages to keep the country’s 160 million monthly active users tuned in. However, the overwhelming range of streaming platforms to choose from also has Indians cutting down on streaming due to subscription fatigue.