Setting aside the global OTT industry, the sector is expanding rapidly in India day by day. Current estimates indicate that as many as 600 million people in India are using OTT platforms. In this article, let us explore the various developments that have taken place in the OTT space over the past few years.
How has OTT evolved globally?
While there were 530 million OTT users worldwide in 2017, the number rose to 2.24 billion by 2025. This figure saw a sharp spike, particularly during the COVID-19 pandemic. Another significant milestone occurred in 2025, when OTT revenue surpassed that of traditional TV channels for the first time, reaching ₹16 lakh crore.
How have OTT platforms developed in India?
OTT services entered the Indian market in 2015. Global giants like Amazon and Netflix established their presence in the country, while local TV channels closely observed the audience and these OTT companies. However, the smartphone revolution of 2018 brought about massive changes. Affordable internet access, driven by Jio, brought the digital ecosystem to millions of people. The COVID-19 pandemic in 2020 drew people even closer to OTT platforms. By 2021, movies and series in Indian regional languages began appearing on these platforms. What are the largest OTT platforms in India?
| SNO | Platform | Approx. Paid Subscribers/Users |
| 1 | JioHotstar | 100M+ Paid |
| 2 | Prime Video | 20–25M |
| 3 | Netflix | 15M |
| 4 | SonyLIV | – |
| 5 | ZEE5 | – |
| 6 | aha | 2.5–2.7M Paid |
| 7 | ETV Win | 1.3M Paid |
| 8 | Sun NXT | – |
| 9 |
How has the Telugu OTT industry evolved?
It is estimated that 5 million people across the two states have subscribed to OTT platforms. Among them, the dedicated platform ‘aha’ has 200,000 subscribers. Similarly, ETV Win has 130,000 subscribers, while other OTT platforms follow in subsequent positions. Generally, audiences primarily subscribe to JioHotstar for sports and movies. Telugu audiences are showing interest in Prime Video for international content and movies, Netflix for dubbed films and Telugu originals, and Aha for exclusive Telugu content. Telugu OTT platforms have subscribers in various parts of the world, such as the Gulf, the USA, and Singapore.
Which language dominates the Indian OTT landscape?
Until recently, Hindi and dubbed English movies commanded the largest viewership on Indian OTT platforms. However, the situation has changed significantly; there is now a strong emphasis on series and movies produced in local languages. Another factor is the impact of T20 cricket and the IPL; platforms like Hotstar are attracting new cricket fans. Additionally, there is a large base of “free users.” Catering to the mindset of viewers who are willing to tolerate advertisements in exchange for free content, OTT platforms are making free content available—hoping that these users might eventually convert into paid subscribers.
How did OTT platforms make their way into smart TVs?
With smart TVs becoming a household staple, viewers are questioning why they should rely solely on cable or DTH services for content. While some opt to sign up as free members on OTT platforms, others decide to simply pay for the service and connect these OTT platforms directly to their smart TVs. While 120 million people had OTT connections on their TVs in 2025, that figure doubled by 2026. People are also opting for memberships that cover both mobile and TV access. The key takeaway here is that OTT platforms have evolved to function just like traditional TV channels—mirroring the way we used to watch television in the past.
What are the consequences of rising competition among OTT platforms?
Initially, OTT platforms focused solely on increasing their subscriber base. Now, however, they are implementing concrete strategies to generate profits by offering quality content and growing their membership. Since audiences returned to theaters post-COVID, OTT platforms have begun respecting the theatrical window; they acquire streaming rights at premium rates and make the content available to their subscribers.
What is the status of short-form vertical dramas (the micro-drama market)?
Nowadays, one sees interesting stories—resembling mobile reels—everywhere. A prime example is the ‘Story TV’ app. These formats are highly engaging; viewers can watch an entire story video for just one rupee and, if they like it, opt for a monthly membership. This trend is sweeping across the country like a wave.
What are some other interesting facts about OTT platforms?
OTT platforms are increasing viewer engagement by dubbing the same content into multiple languages. We frequently see movies from Malayalam, Kannada, Tamil, Korean, and English being dubbed into Telugu.
Another important point is that, no matter how hard OTT platforms try to attract subscribers, they inevitably face certain challenges. For instance, when a major series is released, many people sign up for the service immediately but cancel their membership as soon as they finish watching the series. Consequently, they tend to… whichever platform offers good content.
Hey, Iam Santosh Kumar. Me and my editorial team dedicated to reporting the latest Telugu OTT updates, including release dates, streaming platforms, and official announcements related to Telugu movies and web series. Thank You..