In the financial year 2021, the value of the Indian video over-the-top (OTT) market was forecast to be *** billion U.S. dollars. COVID-19 has brought along a shift in the way audiences consume media and entertainment, leading to higher adoption of OTTs. The Indian video OTT market size is expected to more than double in the next four years and reach **** billion U.S. dollars by the end of the financial year 2030.

The number of users in the 'OTT Video' segment of the media market in India was forecast to continuously increase between 2025 and 2030 by in total *** million users (+***** percent). After the ***** consecutive increasing year, the number of users is estimated to reach ***** million users and therefore a new peak in 2030. Notably, the number of users of the 'OTT Video' segment of the media market was continuously increasing over the past years.Find further information concerning the average revenue per reader in the 'eBooks' segment of the media market in Belgium and the number of readers in the 'Physical Books' segment of the media market in Hungary. The Statista Market Insights cover a broad range of additional markets.

India OTT Video Services Market was valued at USD 8.94 Billion in 2024 and is expected to reach USD 23.88 Billion by 2030 with a CAGR of 17.79% during the forecast period.

The size of the India Smart TV & OTT Market was valued at USD 18.94 Million in 2023 and is projected to reach USD 61.05 Million by 2032, with an expected CAGR of 18.20% during the forecast period. Recent developments include: May 2022: Kerala Government announced to launch of a state-owned over-the-top platform offering an array of movies, short films, and documentaries. The OTT platform's name is CSpace, an initiative of the Kerala State Film Development Corporation., February 2022: T-Series, one of India's leading film studios, is entering into the production of web series for video streaming devices. The company will focus on creating content for all mediums, which shall appeal to all audience sectors, with gripping shows across genres.. Key drivers for this market are: Large Volume of the Indian Households and Relative Less Levels of Penetration, Growing Spending Power and Growth in Smartphone Adoption to boost OTT Demand; Declining Unit Prices Coupled with Entry of Several Regional Players to Drive Bargaining Leverage of Buyers. Potential restraints include: Manufacturers Faced with Taxation Challenges and Relatively Higher Replacement Rate. Notable trends are: Increasing Adoption of Smart Devices Across IoT Ecosystem to Drive the Market Growth.

The India Smart TV and OTT Market Report is Segmented by OS Platform (Android TV, Proprietary Linux, Fire OS, Indos), Price Band (<20k INR, 20k-40k INR, 40k-60k INR, >60k INR), Screen Size (≤32", 33-43", 44-55", >55"), Distribution Channel (Online, Organised Retail, Independent Dealers), and Geography (National Coverage). The Market Forecasts are Provided in Terms of Value (USD).

In India OTT Platform Market, offering valuable insights, key market trends, competitive landscape, and future outlook to support strategic decision.

The size of the India OTT Market market was valued at USD 19942.01 million in 2024 and is projected to reach USD 60570.65 million by 2033, with an expected CAGR of 17.20% during the forecast period. Notable trends are: Increased capital infusion promotes market growth.

The forecast size of the audio over-the-top (OTT) market in India in the financial year 2021 is projected to be *** billion U.S. dollars. It is expected to grow up to *** billion U.S. dollars in the next four years and up to *** billion U.S. dollars by the end of the financial year 2030.

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Over The Top (OTT) Market Size 2025-2029

The over the top (OTT) market size is valued to increase USD 934.9 billion, at a CAGR of 31.3% from 2024 to 2029. Growing preference for cloud streaming services will drive the over the top (OTT) market.

Major Market Trends & Insights

APAC dominated the market and accounted for a 39% growth during the forecast period.
By Content Type - Video segment was valued at USD 85.70 billion in 2023
By Device - Smartphones and tablet segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 885.34 billion
Market Future Opportunities: USD 934.90 billion
CAGR from 2024 to 2029: 31.3%

Market Summary

The market represents a dynamic and continuously evolving landscape, characterized by the growing preference for cloud streaming services and the increasing number of partnerships and acquisitions. According to recent reports, the OTT video market share is projected to reach 30% by 2026, underscoring its significant growth trajectory. However, this burgeoning market also faces challenges, such as the persistent issue of illegal downloading and piracy, which threaten to undermine the industry's revenue potential.
Core technologies, including advanced compression algorithms and artificial intelligence, are driving innovation and improving the user experience. Regions like Asia Pacific and Europe are witnessing robust growth, with regulatory frameworks evolving to support the OTT industry's expansion.

What will be the Size of the Over The Top (OTT) Market during the forecast period?

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How is the Over The Top (OTT) Market Segmented ?

The over the top (OTT) industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Content Type

  Video
  Text and images
  VoIP
  Music streaming


Device

  Smartphones and tablet
  Laptop and desktop
  Smart TV


Component

  Solution
  Services
  Solution
  Services


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Content Type Insights

The video segment is estimated to witness significant growth during the forecast period.

The Over-The-Top (OTT) market is experiencing substantial expansion due to the escalating availability of diverse video content. This market encompasses subscription video on demand (SVOD), advertising-based video on demand (AVOD), and transactional video on demand (TVOD). SVOD services enable users to access content by paying a recurring subscription fee for a defined duration. In contrast, AVOD platforms monetize advertisements inserted within video content, allowing users to view content for free. Advertisers generate revenues through this model. Moreover, the OTT market is evolving with advanced technologies, such as digital rights management (DRM) for content protection, multi-screen viewing capabilities, and user engagement metrics.

Personalized recommendations, smart TV applications, and cloud-based video platforms further enhance the user experience. Content delivery infrastructure, video player technology, and CDN caching strategies ensure seamless streaming. Advertising targeting methods and bandwidth optimization techniques cater to the needs of advertisers and viewers, respectively. Video quality metrics and customer churn prediction models maintain viewer satisfaction and retention. Set-top box integration, latency measurement tools, and mobile video streaming cater to the diverse needs of the audience. Subscription pricing models and monetization strategies, such as advertising revenue models, OTT application development, API integration services, video analytics dashboards, and subscriber management systems, enable platforms to generate revenue.

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The Video segment was valued at USD 85.70 billion in 2019 and showed a gradual increase during the forecast period.

Content licensing agreements, interactive video features, and customer support systems further strengthen the market. The OTT market is projected to grow significantly, with subscription revenues expected to increase by 25% and advertising revenues by 30% during the forecast period. The continuous evolution of user interface design, monetization strategies, and content delivery networks will further fuel market growth.

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Regional Analysis

APAC is estimated to contribute 39% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that sha

India Over The Top (OTT) market Size, Share, Trend & Market Analysis By Type, By Distribution Channel, By End User, Competition, Forecast & Opportunities.

USD 4306.82 Billion in 2024; projected USD 8684.68 Billion by 2033; CAGR 8.15%.

India recorded over *** billion U.S. dollars in revenue from over-the-top (OTT) and video services in 2022. This figure was estimated to increase by 2027, to nearly **** billion. Disney+ Hotstar, Netflix, and Amazon Prime Video were some of the key players in the video subscription market, while YouTube continued to dominate online video streaming.

India OTT Regional Content Platforms Market valued at INR 155 Bn, driven by internet penetration and demand for regional content. Expected growth with mobile streaming and AI personalization.

The video segment of the Indian OTT market was primarily sustained by advertising video-on-demand (AVoD) platforms up until 2021, when revenue from both AVoD and subscription video-on-demand (SVoD) totaled *********** U.S. dollars. SVoD revenue has rapidly risen since 2017 and was projected to surpass that of AVoD in the years to follow. The overall revenue earned by the video OTT market in 2021 amounted to over *********** U.S. dollars.

The OTT Market is Segmented by Service Type (SVOD, AVOD, TVOD, and Hybrid (Subscription + Ads)), Device Platform (Smartphones and Tablets, Smart and Connected TVs, Laptops and Desktops, Streaming Media Players, and More), Content Genre (Entertainment and Movies, Sports, News and Information, Education and Learning, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

In the year 2024, the revenue from subscriptions for over-the-top video platforms across India amounted to approximately ** billion Indian rupees. This was expected to peak at over *** billion rupees by 2026. The overall number of paid online video subscriptions in the country amounted to *** million in 2024.

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.

India OTT platforms market valued at USD 4.5 Bn, projected to reach USD 46 Bn by 2033 with strong CAGR, driven by smartphone penetration, affordable internet, and regional content demand.

In April 2022, about ** percent of the unique visitors of MX Player accessed the OTT platform through a desktop in India. However, only about ** percent of Netflix's unique visitors used a desktop to access the site during that period. Domestic video streaming platforms were able to penetrate the Indian market far better than global ones due to their affordability and availability of content in several Indian languages.

The number of over-the-top (OTT) video-streaming consumers in India is expected to expand to *** million by 2025. It reflected the growing trend that had emerged since 2018, given the raging popularity of video streaming platforms.

India OTT Media and Subscription Growth Market valued at USD 4.5 Bn, projected to double by 2030, driven by internet penetration, smartphone adoption, and original content demand.