In March 2022, Amazon Prime Video had over *** million unique visitors in India, a significant increase from the previous year. The global player had partnerships with Yash Raj Films, Dharma Productions, and T-Series.

The graph shows the number of subscribers to selected video streaming services in India as of January 2017. According to the source, Netflix had 4.2 million subscribers in India as of January 2017.

Introduction

Amazon Prime Video Statistics: Amazon Prime Video is a subscription-based streaming service that offers a wide range of television shows, movies, documentaries, and original content. Launched in 2006 as part of the Amazon Prime membership, Prime Video has rapidly grown to become one of the leading streaming platforms globally. As of 2024, Amazon Prime Video has an estimated 275 million subscribers worldwide, making it one of the largest streaming services.

Amazon continues to invest heavily in Prime Video, focusing on expanding its content library, enhancing user experience, and entering new markets. The platform's commitment to innovation and quality content production ensures its ongoing relevance and appeal in the highly competitive streaming industry.

Details of Movies and Shows on Amazon Prime Video in India region. This dataset gives an idea of content available on Subscription compared to that on Rental. Due to targeting India region, the ratings are as prevelent in India (U, U/A, A etc)

The U.S. is the largest market for Netflix and Amazon Prime Video, based on viewer numbers forecast for 2024. The country is estimated to have over *** million Netflix and around *** million Prime viewers. While Netflix is more popular than Amazon in the U.S., the UK, France, Canada, and Australia, Prime Video is more common in India, Germany, and Japan.

As of September 2020, the total number of Netflix subscribers amounted to about *** million, making it by far the most popular subscription video-on-demand service worldwide. Amazon Prime Video ranked second in the market, with *** million users. Estimates from September 2023 predict that both competitors might be up for a close race for the top spot by 2029, while Disney+ has lost considerable ground to them, compared to estimates from October 2021. Why is Disney+ growing so fast? In 2018, The Walt Disney Company acquired 21st Century Fox, which also included the TV broadcaster Star India – the owner of India’s most popular streaming platform Hotstar. Two years later, the media conglomerate launched the rebranded Disney Plus Hotstar in India and Indonesia. By 2026, the conversion of the preexisting platform will be rolled out to numerous other Asian countries. However, the number of Disney Plus subscribers decreased in the company's first two fiscal quarters of 2023 as Disney+ Hotstar, in particular, lost subscribers. Leading VOD markets According to estimates, over-the-top TV revenue reached over *** billion U.S. dollars in 2022, with subscription video-on-demand revenue accounting for the majority of that figure. However, ad-supported video-on-demand is forecast to grow the most, with revenue more than doubling between 2022 and 2028.

The statistic represents the monthly share of Amazon Prime Video across India as of October 2018, based on installations. The month with the highest share of installations during the measured time period was September, with about **** percent of users installing Amazon Prime Video.

The Video-on-Demand (VOD) market, valued at $115.55 billion in 2025, is experiencing robust growth, projected to expand at a Compound Annual Growth Rate (CAGR) of 10.66% from 2025 to 2033. This growth is fueled by several key drivers. The increasing affordability and accessibility of high-speed internet are enabling wider adoption of streaming services. Consumers are increasingly shifting away from traditional cable television subscriptions, attracted by the flexibility, on-demand content, and personalized viewing experiences offered by VOD platforms. Furthermore, the proliferation of smart TVs and mobile devices enhances convenience, further bolstering market expansion. The rise of original content produced by streaming giants like Netflix, Amazon Prime Video, and Disney+ is another significant driver, attracting and retaining subscribers. Competition remains fierce, however, with established players facing challenges from new entrants and the evolving preferences of consumers. Different business models, including Subscription Video-on-Demand (SVoD), Transactional Video-on-Demand (TVoD), and others, cater to diverse consumer needs, contributing to market segmentation and overall growth. The market is geographically diverse, with North America and Europe currently holding significant shares but substantial growth potential existing in the Asia Pacific region driven by increasing internet penetration and smartphone usage. The market segmentation by business model reveals distinct growth trajectories. SVoD, with its recurring revenue streams, is likely to dominate, although TVoD offers significant opportunities for monetizing specific content. Competitive dynamics within the industry are intense, leading to ongoing innovations in content delivery, user interface design, and pricing strategies. The ongoing expansion of VOD services into niche markets and the integration of emerging technologies such as Artificial Intelligence for personalized recommendations will continue to shape the future landscape. Addressing challenges like content piracy and maintaining high-quality streaming infrastructure will be crucial for sustained growth and profitability throughout the forecast period. Recent developments include: January 2023: FOX Entertainment and Hulu have announced a multi-year content partnership that includes in-season streaming rights for FOX's extensive programming schedule and a multi-platform strategic marketing alliance. All FOX primetime entertainment programming, from Family Guy and The Cleaning Lady to The Masked Singer and Next Level Chef, are expected to continue to stream on Hulu the day after its linear telecast, according to the terms of the agreement. Furthermore, the agreement includes a significant alliance in which FOX and Hulu branding will coexist across all FOX-owned and external marketing touchpoints to align FOX content's live and on-demand viewing messaging., June 2022: Amazon Prime Video, an over-the-top (OTT) platform, partnered with AMC Networks, a US-based entertainment company, to offer its content through Prime Video Channels in India. Furthermore, Amazon Prime Video Channels in India offer the ad-free subscription service AMC+ and AMC's streaming service Acorn TV on a subscription basis as part of the agreement.. Key drivers for this market are: Developments in Digital Video Landscape, Surge in Mobile Based Internet Users. Potential restraints include: Developments in Digital Video Landscape, Surge in Mobile Based Internet Users. Notable trends are: Surge in Mobile-based Internet Users to Drive the Market.

The Video On Demand Market size was valued at USD 97.19 USD Billion in 2023 and is projected to reach USD 291.69 USD Billion by 2032, exhibiting a CAGR of 17.0 % during the forecast period. Video On Demand (VOD) includes all video content requested on-demand by users. This could be premium movies or libraries of TV shows, sporting events or concerts. It could also include user-created video content. In addition, some IPTV operators are starting to offer the ability to see all the TV programs aired on their multichannel pay-TV channels in the previous 24 or 48 hours on demand. This video content is held in a constantly updated library hosted by their network. VOD systems typically distribute media using internet connections, so good bandwidth is important for best results for viewers. Popular platforms include Netflix, Hulu, Disney, Amazon Prime Video and many others. Recent developments include: January 2024: Evision expanded its strategic partnership with Disney Star. Through this collaboration, Evision aims to bring South Asian entertainment content to audiences across the Middle East & Africa (MENA)., August 2023: DistroTV entered a partnership with Network18. Through this partnership, users of DistroTV in India will be able to stream Network18's wide range of channels live and for free., July 2022: Netflix partnered with Microsoft to offer new ad-supported subscription plans. Through this partnership, Microsoft became Netflix's global ad technology and delivery partner to support all advertising needs., April 2022: Hulu developed U.S. streaming rights to Schitt’s Creek. By this acquisition, the company became the exclusive subscription VoD destination for the fan-favorite and critically acclaimed series "Schitt's Creek" in the U.S. , September 2021: Amazon.com Inc. launched prime video channels across India. The premium video channels provide access to several on-demand video channels, including Lionsgate Play, discovery+, Eros Now, Docubay, Hoichoi, MUB, Manorama Max, and Shorts TV for its prime members., July 2021: Comcast Corporation and ViacomCBS Inc. partnered to expand their streaming services in the international market. Comcast Corporation’s NBCUniversal Peacock has more than 42 million subscribers in the U.S. Also, ViacomCBS Inc.’s Paramount+ has around 36 million subscribers base for its video streaming platform. . Key drivers for this market are: Increasing Adoption of Smart Devices and Online Streaming Applications to Propel Market Growth . Potential restraints include: Concern Regarding the Privacy of Video Content to Hinder the Market Growth. Notable trends are: Enhanced User Experience and Ease of Use are Considered Emerging Trends.

SUMMARY:

Vumonic provides its clients email receipt datasets on weekly, monthly, or quarterly subscriptions, for any online consumer vertical. We gain consent-based access to our users' email inboxes through our own proprietary apps, from which we gather and extract all the email receipts and put them into a structured format for consumption of our clients. We currently have over 1M users in our India panel.

If you are not familiar with email receipt data, it provides item and user-level transaction information (all PII-wiped), which allows for deep granular analysis of things like marketshare, growth, competitive intelligence, and more.

VERTICALS:

• Ecommerce (Amazon, Flipkart, Myntra, Nykaa)
• Taxi (Uber, Ola)
• Food Delivery (Swiggy, Zomato)
• OTT (Netflix, Amazon Prime Video, Disney+)
• Appstore (Apple App Store and Google Playstore)
• OTA (Expedia, Booking.com, GoIbibo)
• E-wallets (PhonePe, PayTM)
• Education (Byju's, Unacademy)

PRICING/QUOTE:

Our email receipt data is priced market-rate based on the requirement. To give a quote, all we need to know is:

• what vertical you are interested in
• how often do you wish to receive the data, and
• do you want any backdata (e.g. from 2019 onwards)

Send us over this info and we can answer any questions you have, provide sample, and more.

The size of the Over The Top Content Market was valued at USD 178.6185 Billion in 2024 and is projected to reach USD 489.78 Billion by 2033, with an expected CAGR of 15.50% during the forecast period. The Over-The-Top (OTT) content market has witnessed rapid growth in recent years, driven by increasing internet penetration, smartphone adoption, and demand for on-demand entertainment. OTT platforms offer diverse content, including movies, TV shows, web series, and live streaming services, catering to varied consumer preferences. The rise of subscription-based and ad-supported models has enhanced accessibility, with major players like Netflix, Amazon Prime Video, and Disney+ dominating the global landscape. Regional platforms are also expanding, offering localized content to attract niche audiences. Technological advancements, including artificial intelligence, cloud computing, and data analytics, are enhancing content recommendation and user experience. Additionally, strategic partnerships and collaborations among production houses, telecom operators, and streaming platforms are fueling market expansion. Challenges such as content piracy, regulatory restrictions, and high competition persist, but ongoing innovation continues to drive industry evolution. With a shift toward original productions and interactive content, the OTT market is poised for sustained growth. The integration of virtual reality, augmented reality, and artificial intelligence is expected to further revolutionize content delivery, ensuring that OTT remains a dominant force in the entertainment industry. Recent developments include: December 2022: Netflix has collaborated with Nike Training Club in order to provide workout and fitness programming to the OTT platform. The fitness content is being provided to the video streaming platform via the collaboration between Netflix and Nike Training Club., November 2022: A smartphone version of its Prime Video membership was introduced by Amazon, with rupees 599 of cost annually. This plan would be used specifically in India, and the consumers can buy a yearly subscription for their mobile access utilizing the official website of the Android app., September 2022: Streaming platforms Jet-Stream and Medianova announced a partnership to offer CDN service of Medianova within the service of Jet-Stream. As per the partnership, Jet-Stream Airflow Multi CDN is integrated into Jet-Stream Cloud services.. Key drivers for this market are: Growing internet penetration and smartphone usage

Increasing consumer demand for personalized and convenient entertainment experiences

Technological advancements such as 4K streaming and personalized recommendations

Expansion into emerging markets with large populations and growing internet access. Potential restraints include: Intense competition and high churn rate

Piracy and illegal content distribution

Regulatory challenges and content censorship issues

Limited broadband infrastructure in certain regions

Fluctuating advertising revenue for AVOD services. Notable trends are: Rise of interactive and personalized content

Integration of AI and machine learning for content discovery

Expansion into gaming and e-commerce

Convergence of OTT platforms and social media.

Among the leading video streaming platforms available in India, Amazon Prime Video offered one of the cheapest annual premium subscriptions at *** Indian rupees as of 2025, allowing users to access domestic and global ad-free content in various languages. The annual ad-free premium plans offered by JioStar and Sony LIV were the next most affordable. Contrariwise, Netflix only offered monthly plans with its premium option, making it the most expensive streaming service on the list.

Amazon Prime was rolled out in India in July 2016 and within a year, India became its largest and fastest-growing market. As of **********, there were over ** million unique male visitors that accessed the platform via mobile devices. Out of this, a majority of visitors fell in the 25 to 34 year old age demographic, pointing out Amazon's popularity amongst young adults in the country.

The digital media market is projected to grow from $925.09 billion in 2025 to $1,741.99 billion by 2033 at a CAGR of 12.8%. The growth of this market can be attributed to the increasing adoption of digital devices, the rising popularity of online content, and the growing need for digital marketing. The market is expected to be driven by the increasing demand for video content, the growing popularity of streaming services, and the increasing use of social media. Key drivers for the digital media market growth include the increasing popularity of online video content, such as streaming services, video on demand, and user-generated content; the growing adoption of mobile devices, such as smartphones and tablets, which provide a convenient and portable way to access digital media; the rising popularity of social media, which provides a platform for users to share and consume digital media; and the increasing use of digital media for advertising and marketing purposes. The market is also being driven by the increasing availability of high-speed internet connections, which enable users to easily access and consume digital media content. Recent developments include: In June 2024, Amazon Prime Video launched Crunchyroll in India, expanding its digital media offerings in the country. Crunchyroll is a popular anime streaming service that will now be available to Indian audiences through Amazon Prime Video. This move aims to cater to the growing demand for anime content in India and enhance the streaming platform’s entertainment options for its subscribers. , In June 2024, Netflix, Inc. announced the release of new mobile games available on its platform. As a leading streaming service, Netflix's expansion into mobile gaming represents a strategic move to diversify its content offerings and enhance user engagement within the broader digital media landscape. By providing subscribers with access to a growing library of mobile games, Netflix is positioning itself as a more comprehensive entertainment destination, blending traditional streaming content with interactive gaming experiences. , In March 2024, Hulu on Disney+ launched the U.S. for Disney Bundle Subscribers. Hulu's extensive library of over 70,000 TV episodes and movies will now be fully integrated into the Disney+ app, providing Bundle subscribers with greater convenience, value, and discoverability by having the breadth and depth of both Hulu and Disney+ content available in one place. .

Online Paid Content Market Outlook

The global online paid content market size was estimated at USD 97.6 billion in 2023 and is expected to reach approximately USD 180.9 billion by 2032, growing at a robust CAGR of 6.8% from 2024 to 2032. This significant growth can be attributed to the increasing consumption of digital media, widespread internet availability, and the proliferation of smart devices. The convenience and accessibility of online content have dramatically shifted consumer preferences toward digital platforms, driving substantial growth in this market.

One of the primary growth factors for the online paid content market is the rising penetration of high-speed internet. As more regions across the globe gain access to faster and reliable internet services, the consumption of digital content has surged. This trend is particularly pronounced in developing countries where internet infrastructure is rapidly improving, enabling more users to access and pay for online content. Additionally, the increasing use of mobile devices has made it easier for consumers to access content on the go, contributing to the market's expansion.

Another critical factor propelling the growth of the online paid content market is the evolving consumer behavior towards content consumption. With the advent of personalized content recommendations and improved user experiences, consumers are more willing to pay for premium content. Content providers are leveraging advanced algorithms and artificial intelligence to offer tailored content that meets individual preferences, thus enhancing user satisfaction and driving subscription rates. Moreover, the rise in disposable incomes, particularly in emerging economies, has increased the willingness of consumers to spend on digital entertainment and educational content.

The COVID-19 pandemic has also played a significant role in accelerating the adoption of online paid content. With lockdowns and social distancing measures in place, there was a substantial increase in the consumption of digital media as people sought entertainment and information while staying at home. This shift in consumer behavior has had a lasting impact, with many users continuing to prefer online paid content even as restrictions have eased. Content providers have capitalized on this trend by offering exclusive content, virtual events, and interactive experiences to retain their audience base.

Regionally, North America holds the largest share of the online paid content market, driven by a high rate of internet penetration, widespread use of smart devices, and a mature digital content ecosystem. However, Asia Pacific is expected to witness the highest growth rate during the forecast period. The region's expanding middle class, increasing internet and mobile penetration, and growing appetite for digital content are key factors contributing to this growth. Countries like China, India, and Japan are at the forefront, with significant investments in digital infrastructure and content creation driving market expansion.

Content Type Analysis

The online paid content market can be segmented by content type into video, music, news, e-books, and others. The video segment dominates the market, accounting for the largest share. The popularity of video content is driven by the rise of streaming platforms such as Netflix, Amazon Prime Video, and Hulu, which offer a vast library of movies, TV shows, and original content. The advancement in video streaming technologies, such as high-definition (HD) and 4K streaming, has further enhanced the viewing experience, attracting more subscribers. Additionally, the growth of user-generated content platforms like YouTube has also contributed to the increasing consumption of video content.

Music is another significant segment within the online paid content market. Streaming services like Spotify, Apple Music, and Amazon Music have revolutionized the way consumers access and enjoy music. These platforms offer extensive music libraries, personalized playlists, and exclusive content, encouraging users to subscribe for premium services. The shift from physical music media to digital streaming has been a major growth driver for this segment. Furthermore, collaborations between music streaming services and telecommunications companies have made premium music content more accessible to a broader audience.

The news segment has also witnessed substantial growth as traditional news outlets embrace digital transformation. Online news subscriptions have surged as consumers seek reliable and timely information.

Domestic player Hotstar had the highest share of active users with about **** percent across India in November 2018, followed by Jio TV at about ** percent. Netflix ranked sixth during the measured time period, while Amazon Prime Video ranked lower during the measured time period.

Introduction

Zee5 Statistics: Zee5 is counted among the top streaming services in India and is steadily making inroads in the global over-the-top (OTT) space. The OTT platform, which was launched in 2018 by Zee Entertainment Enterprises, offers a huge catalogue of movies, TV shows, web series, and live television in several languages.

It has become quite popular over the years, especially in regions with a significant population of Indian immigrants, due to its large content offering at a low cost. According to Zee5 statistics, there is an upward trend in the adoption of the streaming service in the year 2025. Zee5 in Indian OTT has emerged and is at war with players like Netflix, Amazon Prime Video, and Disney+ Hotstar.

The size of the Video-on-Demand market was valued at USD XXX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 10.66% during the forecast period.Video-on-Demand is a system which allows the choosing video contents, like movies and television programs, on demand. This does not give any of the rigid traditional broadcasting style of the televisions as the VODs allowed the viewer to do it his way. The view chose what they wanted to watch and when they wanted to view them and where they like to watch them.VOD services have changed the way people consume entertainment. Millions of viewers across the globe have managed to attract much attention through large libraries of content, including original series and movies, documentaries, and live sports. It can be reached through smart TVs, smartphones, tablets, and streaming devices.The main factors driving the growth of the VOD market include increased internet penetration, rising disposable incomes, and demand for streaming devices. As a matter of fact, the technological advancements that would make VOD services more complicated with high-definition video, personal recommendation features, and interactive content make the VOD market a continuously booming phenomenon in the future. Recent developments include: January 2023: FOX Entertainment and Hulu have announced a multi-year content partnership that includes in-season streaming rights for FOX's extensive programming schedule and a multi-platform strategic marketing alliance. All FOX primetime entertainment programming, from Family Guy and The Cleaning Lady to The Masked Singer and Next Level Chef, are expected to continue to stream on Hulu the day after its linear telecast, according to the terms of the agreement. Furthermore, the agreement includes a significant alliance in which FOX and Hulu branding will coexist across all FOX-owned and external marketing touchpoints to align FOX content's live and on-demand viewing messaging., June 2022: Amazon Prime Video, an over-the-top (OTT) platform, partnered with AMC Networks, a US-based entertainment company, to offer its content through Prime Video Channels in India. Furthermore, Amazon Prime Video Channels in India offer the ad-free subscription service AMC+ and AMC's streaming service Acorn TV on a subscription basis as part of the agreement.. Key drivers for this market are: Developments in Digital Video Landscape, Surge in Mobile Based Internet Users. Potential restraints include: Growing Threat of Video Content Piracy. Notable trends are: Surge in Mobile-based Internet Users to Drive the Market.

As indicated by a Rakuten Insight survey conducted in June 2024, Netflix and Amazon Prime Video were tied as the most popular video streaming platforms in India, with just under ** percent of respondents each having subscribed to the services. Disney+ Hotstar followed as the next most subscribed to video-on-demand platform. Willingness and choiceAn increasingly expanding range of devices and platforms has given the Indian consumer control over the type of content they want to watch on their preferred platform. The willingness to pay for streamable or downloadable movies or TV shows across the nation was approximately ** percent in 2018. Outlook for the industryThe streaming industry has revolutionized television viewing habits in India. Over the past few years, cord-cutting has become a popular trend, resulting in a decline in pay television households. Even though subscription-based streaming platforms are expected to flourish in the coming decade, they will find the challenge in overturning state-broadcaster Doordarshan with its free-to-air direct to home services, especially in rural India.