Archive · 7 Sep 2025
Indian OTT Market Prioritizes Mobile Subscriptions Amidst CTV Growth
Imagine TV shows and movies on your phone!
In India, many people watch these shows on their phones because it's cheaper.
Streaming services are getting more popular, especially in smaller towns where phones are the main way to get online.
Even though TVs are getting smarter, most people still pick the cheapest phone plan.
Some people like to watch on bigger screens, but most stick to their phones.
Shows in different languages are also helping attract viewers!
Though some subscription costs are increasing, the most popular option is the affordable one.
Therefore, companies are trying to balance cheaper options with premium ones.
Low-cost mobile subscriptions are favored over multi-device plans in India.
Price hikes may shift premium users to ad-free, multi-device options.
Young consumers in smaller cities primarily use smartphones for internet access.
Regional content is boosting subscriptions, especially in smaller markets.
Mobile internet dominates, influencing content and subscription strategies.
- Who
- OTT platforms and Indian consumers
- What
- Trends in the Indian OTT market regarding subscription preferences and viewing habits
- When
- As of May 2025, according to available data
- Where
- India
- Why
- To understand how subscription models and content strategies are adapting to consumer behavior.
- Mobile Internet Subscribers (India, May 2025)
- 930 million
- Fixed Wireless Broadband Subscribers (India, May 2025)
- 7.79 million
- Primary Viewing Device
- Smartphones