Positive impactSector
India’s OTT user base up 11%, paid subscriptions up 16% while connected TV user base up 60%: Report
BusinessLine 54 min ago·8 Sept 2026, 9:13 am
India's digital entertainment sector is seeing rapid expansion, with the overall Over-The-Top (OTT) user base growing by 11% and paid subscriptions rising by 16%. A key driver is the shift towards Connected TV (CTV), where the user base has surged by 60% as viewers move away from mobile screens to larger displays for a more cinematic experience.
This trend highlights a significant change in consumer behavior, where audiences are increasingly willing to pay for premium content. The rise of specific genres like Micro Dramas, K-Dramas, and Anime suggests that viewers are seeking niche, binge-worthy stories that fit their schedules. For investors, this signals a maturing market where user retention is becoming as important as acquisition.
Moving forward, the focus will be on how streaming platforms monetize this growing audience. With competition intensifying, the ability to produce high-quality, localized content that keeps subscribers engaged will be critical for long-term growth.
Excerpt from BusinessLine
The Indian OTT universe is now estimated to be at 664.9 million (66.49 crore) users, representing about 45 per cent of the country’ population, estimates by media consulting firm Ormax Media revealed. This represents 11 per cent growth over 2025 from 601.2 million (60.12 crore) consumers. Based on a sample size of…Read the original at BusinessLine
Key takeaways
- Category: Sector.
- AI reads the tone as positive (potentially bullish) for the stock.
Why it matters
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