YouTube and Meta drive 89% of online video viewership in India: AVIA report 2025

User-generated content (UGC) and social video platforms, such as YouTube and Meta, accounted for 89% of online video viewership and 57% of online video revenue in India during the first nine months of 2024, revealed the Asia Video Industry Association’s (AVIA) Asia Video Industry Report 2025.

The subscription video-on-demand (SVOD) segment showed signs of recovery, with subscriptions rising from 110 million at the end of 2023 to 120 million by mid-2024. Ad-supported video-on-demand (AVOD) platforms, like Amazon MiniTV (now Amazon MX Player), achieved a 23% viewer penetration rate, reflecting the increasing preference for free, advertisement-backed content.