A new study underscores the maturing Indian streaming market, with growth slowing to 10% from the 13-14% recorded two years ago, reflecting a saturated yet evolving landscape.
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The country now boasts 148.2 million active paid subscriptions, a testament to its booming digital economy. However, the most striking shift is in consumption habits: India, historically a mobile-first market, is rapidly adopting streaming on television screens.
The number of Connected TV viewers has skyrocketed by 87%, with approximately 130 million users now accessing content via TV. This surge corresponds to an estimated 35-40 million households equipped with smart TVs, a figure driven by increasing affordability and internet penetration, which reached 54% of the population by mid-2025.
This transition opens new avenues for major platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar, intensifying competition in a region already crowded with local players such as JioCinema and ZEE5.
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The rise in TV streaming is fueled by a growing preference for family viewing, with 60% of Connected TV users citing shared entertainment as a key factor. Additionally, regional content in languages like Tamil, Telugu, and Hindi has boosted engagement, with 70% of viewers favoring localized offerings. This trend not only expands revenue potential but also challenges platforms to innovate with tailored content and ad models, as India’s streaming wars heat up in this dynamic, 600-million-strong audience market.
