The India streaming audience reached an estimated 664.9 million in 2026, up 11% from 601.2 million in 2025, as connected-TV viewing and paid subscriptions also expanded, according to the Ormax OTT Audience Report 2026.

Key Takeaways

  • The audience estimate includes anyone who watched at least one free or paid online video in the previous month.
  • Streaming platforms reported viewing across Indian languages, while micro-dramas, Korean dramas and anime gained audiences.

India streaming audience expands across screens

Ormax estimated that the connected-TV audience reached 206.9 million in 2026, up 60% from 129.2 million in 2025. Active paid streaming subscriptions, including those provided through telecom bundles and aggregators, rose 16% to 172.6 million from 148.2 million.

The audience and subscription figures measure different things: the former includes free online video viewers, while the latter counts active paid subscriptions. Ormax estimated that the average viewer spent 14.9 hours a week on online video, including social media, micro-drama platforms and free ad-supported streaming channels.

Viewers explore more languages and formats

Prime Video said more than 60% of its customers stream content in four or more Indian languages. JioHotstar said about 40% of viewing of its South-language catalogue comes from outside southern India. Zee 5 said local languages contribute 53% of its subscription growth.

Ormax identified micro-dramas, Korean dramas and anime as the fastest-growing formats, with audience growth of 50%, 48% and 32%, respectively. JioHotstar has launched Tadka, a micro-drama offering designed around short, vertical videos for mobile viewing.

Platforms balance established shows with new stories

Streaming services cited a mix of returning series and newer productions as evidence of varied viewing preferences. Prime Video pointed to Panchayat and said more than 60% of its original series have returned for multiple seasons. SonyLIV cited Gullak, Undekhi and Maharani among shows that have built audiences.

Competition also extends across viewing models. Prime Video said its offering combines subscriptions, advertising-supported video, movie rentals and add-on subscriptions, alongside theatrical films from Amazon MGM Studios.

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