India’s Streaming Universe Grows to 547 Million Users as Paid Subscriptions Stagnate, Says Report
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variety.comNaman Ramachandran The latest edition of Ormax Media’s streaming audience research reveals significant growth in India‘s streaming landscape, albeit driven entirely by ad-supported viewership.
The Ormax OTT Audience Report: 2024 provides insights into the evolving digital content consumption patterns across the country.
Based on a sample size of 12,000 respondents from urban and rural India, the study estimates the current OTT (streaming) audience universe at 547 million users, representing a penetration of 38% (up from 34% in 2023).
This marks a 14% increase from 2023’s 481 million figure and is “entirely driven” by the growth in the ad-supported video-on-demand (AVOD) segment, which saw a 21% rise, the report states.
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