India’s OTT (Over-the-Top) and TV consumption landscape in 2025 shows significant shifts, with mobile phones and smart TVs playing key roles alongside traditional television. OTT users have reached over 601 million, accounting for approximately 41.1% of the national population, marking robust penetration across both urban and rural regions����.

Regional Breakdown and Device Trends Major southern states like Kerala, Karnataka, Andhra Pradesh, and Telangana demonstrate strong regional OTT adoption, boosted by a surge in local language content and the popularity of platforms catering to these languages�.

States in the northeast, such as Meghalaya, also report notable increases in OTT usage, indicating that digital entertainment is penetrating areas previously less dominant in this sector�.

While India traditionally led as a smartphone-first market for OTT, 2025 witnessed an 85-87% growth in Connected TV (CTV) usage, with active CTV users now at 129.2 million����. This signals a dual-device consumption pattern in both metros and smaller towns.

TV vs. OTT and Mobile Only about 25% of the Indian population watches traditional TV exclusively, while 23% are digital-only viewers who rely primarily on OTT platforms, with the rest consuming both�.

The 15–34-year-old demographic is dominant among digital and OTT viewers, while older generations remain more attached to TV�.

Rural penetration of OTT is significant, with three-fourths of digital-only users living outside urban regions, debunking the myth that OTT is just an urban phenomenon�.

Average time spent on streaming platforms continues to rise, now reportedly up to 17 hours per week among active OTT users�.

Platform Preferences and Content Disney+ Hotstar, Prime Video, and Netflix lead market share nationally, with strong performance even in states outside the main metros��.

Regional OTT platforms such as Aha (Telugu, Tamil) and platforms targeting Bengali, Marathi, and Punjabi audiences are gaining traction in respective linguistic states��.

Preferences for content languages and genres vary widely by state, with regional content preferred in southern, eastern, and northeastern states, while Hindi and English remain strong in metros and northern India��.

Summary Table: Key State-Wise Consumption Highlights India’s OTT and television consumption is increasingly multi-device and multi-lingual, with state-level adoption patterns shaped by the content available and evolving technology access.