57% of streaming content in India watched collectively in 2024; Ormax report

India’s streaming market has seen a notable shift towards collective viewing, with 57% of streaming content consumed in group settings in 2024, up from 53% in 2022—a swing of eight percentage points in just two years, a report by Ormax Media revealed. This trend is driven by the rising adoption of Connected TVs, now used by 36% of SVOD (subscription video-on-demand) audiences, amounting to around 32 million urban adults. With an average of 3.5 family members sharing a screen, the number of Connected TV households engaging in streaming collectively is estimated at 18-19 million, highlighting a growing overlap between streaming and traditional family viewing habits.