OTT platforms gain ground in India, but YouTube’s dominance endures

YouTube continues to dominate India’s online video market. Despite a proliferation of premium streaming services, the Google-owned platform commanded a staggering 92% of all video consumption in 2024, leaving subscription and ad-supported (AVoD, or advertising video-on-demand) rivals to jostle for the remainder, according to the latest Ficci-EY report.

Industry experts say user-generated content is now easier to create than ever before, thanks, of course, to the availability of cheap data and smartphones. As a result, creators have mushroomed across the tiniest of Indian towns, producing quality content and sharing on YouTube for the world to see.