India has 547 million OTT users but active paid subscriptions remain stagnant at 100 million: Report

The audience universe for video streaming in India currently stands at 547.3 million people, but active paid subscriptions have stagnated at 99.6 million, according to a report by media consulting firm Ormax.

The Ormax OTT Audience Report: 2024, based on a sample size of 12,000 people surveyed across urban and rural India in June and July, said OTT (over the top) penetration in India stood at 38.4%.

The 13.8% growth in the universe vis-à-vis 2023 was entirely driven by the AVoD (advertising video-on-demand) audience, which grew by 21%, while the SVoD (subscription video-on-demand) segment declined 2%.