Business · Companies · 6 hrs ago
New streaming platforms enter India’s crowded OTT market
New streaming services are entering India’s crowded OTT market, targeting audiences with regional and independent content.
Tiger TV focuses on Hindi- and Punjabi-speaking viewers, while Brew TV aims to help independent filmmakers distribute their work.
Regional services AVR Cine-Max and Vihari OTT are focused on Kannada films and Telugu travel and cultural content.
India had 665 million OTT viewers in 2026 and a connected-TV base of 207 million, but a large audience does not guarantee paying subscribers.
The market generated more than ₹27,000 crore in revenue in 2025, yet low average revenue per user makes earning money difficult.
More than 50 platforms compete for viewers, including JioHotstar, Netflix and Prime Video.
New services must turn their reach into steady subscription revenue to build sustainable businesses.
New streaming platforms are entering India’s crowded OTT market, targeting connected-TV growth and specialised audiences.
The entrants include Tiger TV, founded by Rohit Jain, and Brew TV, founded by filmmaker Ankur Singla.
Regional services AVR Cine-Max and Vihari OTT are focusing on Kannada cinema and Telugu travel and cultural content.
India had 665 million OTT viewers and a connected-TV base of 207 million in 2026, according to Ormax Media.
Industry estimates put OTT revenue above ₹27,000 crore in 2025, but low average revenue per user makes turning audience reach into sustainable income difficult.
- Who
- New entrants include Tiger TV, Brew TV, AVR Cine-Max and Vihari OTT.
- What
- The platforms are entering India’s OTT market with targeted content and distribution strategies.
- When
- The article was published on 20 October 2026; it does not give specific launch dates.
- Where
- India, with Tiger TV also available in the US, UK, Canada, New Zealand and Australia.
- Why
- Growth in connected TV and demand for niche content are attracting new players, despite challenges in monetisation.
This story does not have two clearly opposing sides.
India's OTT market generated more than ₹27,000 crore in revenue, according to FICCI-EY estimates.
Media Partners Asia estimated online video spending in India at $5 billion, or 46% of total content spending.
India's OTT audience reached 665 million and its connected-TV base reached 207 million, according to Ormax Media.
The Economic Times reported new streaming platforms entering the market.
- Tiger TV target
- 10 million subscribers and ₹500 crore in annual recurring revenue within three years
- Tiger TV India price
- ₹799 per year
- Tiger TV markets
- 12, including India, the US, the UK, Canada, New Zealand and Australia
- OTT audience
- 665 million in 2026
- Connected-TV base
- 207 million in 2026
- OTT market players
- More than 50, including JioHotstar, Netflix and Prime Video
What people are saying
The beauty of a market of our size is that there is a market for everyone who is focused and clear about what they are trying to build,
After experience of releasing Ghich Pich in theatres, I realised how broken film distribution is. So, Brew TV's mission is to help filmmakers globally to distribute their films, shows, shorts, vertical cinema,
Internationally, a lot of niche apps are launching but the ARPUs in those markets are good. In India, the ARPU is a big challenge even though the market has scale,