India’s Streaming Audience Grows 11%, Connected TV Base Jumps 60%
What Happened
India’s OTT audience grew 11% year-on-year to 664.9 million users in 2026, while active paid subscriptions rose 16% to 172.6 million, according to Ormax Media. The biggest shift came in Connected TV (CTV) viewing, with the active audience surging 60% to 206.9 million, highlighting growing preference for larger screens alongside smartphones.
Key Takeaways
India’s streaming market is becoming larger and more diverse. Viewers now spend an average 14.9 hours a week watching online video, while formats such as micro-dramas, K-dramas and anime are among the fastest-growing categories. The sharp rise in connected TV usage signals a major shift from a mobile-first market to a multi-screen entertainment ecosystem.