India’s OTT Surge to 1.45 billion monthly active users driven by data

• India’s OTT market has reached about 1.45 billion MAUs, growing 20% in three years, fueled by cheap data and rising smartphone use.

• Smartphone users are projected to hit 885 million by FY28, supporting further expansion.

• YouTube leads with 772 million users; JioHotstar follows at 390 million.

• Netflix outpaces Prime Video, while ZEE5 focuses on premium subscriptions and profitability.

India’s over-the-top (OTT) streaming market continues to expand at a remarkable pace, propelled by inexpensive mobile data, deeper smartphone penetration and a sustained appetite for digital entertainment. As connectivity improves and more consumers come online, streaming platforms are competing aggressively for attention in one of the world’s fastest-growing digital markets.

A recent analysis by brokerage firm CLSA estimates that India’s combined OTT monthly active users (MAUs) have climbed to roughly 1.45 billion. This marks a 20% rise over the past three years and a 2% uptick compared to the previous year. Since many viewers use multiple platforms simultaneously, user counts frequently overlap across services, amplifying the overall footprint of the sector.

Looking ahead, the growth runway appears substantial. The number of smartphone users in India is forecast to increase by nearly 20%, reaching 885 million by FY28. This expanding base of connected consumers is expected to provide continued momentum for streaming services across the board.

YouTube remains the undisputed leader in India’s digital video ecosystem. According to CLSA, the platform commands 772 million monthly active users. Over a three-year period, its user base has expanded by 19%, including a 5% increase in just the past year. Its dominance underscores the appeal of free, ad-supported content and a diverse creator-driven ecosystem.

JioHotstar, supported by Reliance Industries, follows as a major player with 390 million MAUs. The platform’s performance has been bolstered by its strong sports programming and broad entertainment offerings, which have attracted large audiences nationwide.

Among other competitors, Amazon-owned MX Player reports 78 million MAUs, though its audience has contracted—down 11% over three years and 10% year-on-year. In contrast, Netflix has edged past Amazon Prime Video in India. Netflix now counts 92 million monthly active users, compared with Prime Video’s 67 million.

Netflix’s growth trajectory has been positive, with a 15% increase in users over three years and a 10% rise in the past 12 months. Prime Video, however, has experienced a notable decline, with its user base shrinking by 30% over three years and 17% over the last year, according to the report.

Meanwhile, ZEE5 is carving out a distinct position in the market by focusing on subscription-driven revenue rather than aggressively pursuing scale. Although its 29 million MAUs place it close to Sony LIV’s 30 million, ZEE5 has prioritized monetisation over sheer user numbers.

Its subscription fees—ranging from Rs 199 to Rs 299 per month—are positioned at a premium compared with JioHotstar’s Rs 79 to Rs 149 pricing and Netflix’s Rs 149 to Rs 199 plans. This higher pricing model, paired with a strong emphasis on local-language programming, appears to be delivering results.

ZEE5 reported a 45% year-on-year jump in revenue for the first nine months of FY26, making it the fastest-growing segment within Zee Entertainment Enterprises. The platform also reached operational breakeven in the third quarter of FY26, aided by a 50% hike in subscription prices introduced in July 2025.

As India’s streaming ecosystem matures, platforms are no longer competing solely for user growth. Increasingly, the focus is shifting toward sustainable revenue models and profitability—signaling the next phase in the evolution of the country’s digital entertainment landscape.