The digital landscape in India has now entered a new era. As per the newest FICCI-EY 2026 report, the days of endless and clueless spending are gone. They have now been replaced by a more mature and disciplined approach.
In 2025, Indian studios began rationalising their content spends, focusing less on high-cost experimental dramas and more on stable bets like reality shows and massive “tentpole” films. Interestingly, the total volume of OTT content actually dipped by about 7% compared to 2024, proving that platforms are now choosing quality and profitability over sheer quantity.
One of the most noticeable changes is where we are watching our favourite shows. The “Connected TV” (CTV) has become the star of the Indian living room. Weekly active connections jumped from 30 million to 40 million, and viewers are now spending a staggering 85 hours a month watching OTT content on their big screens, nearly double what they did just a year ago.
Because these larger screens offer a better experience, advertisers are willing to pay 2 to 2.5 times more than they do for mobile ads. This surge helped drive a 34% growth in ad revenue for sports and entertainment platforms.
Cricket remains the undisputed king of Indian screens, but its kingdom is moving online. The 2025 IPL season was a historic landmark, reaching 652 million people digitally. While traditional TV still commands more total watch-time minutes, the digital reach has officially overtaken it.
Massive events like the IPL and the merger of Hotstar and JioCinema (JioHotstar) have created a “new normal,” pushing the market to 143 million paying households. This shift is expected to continue, with digital subscription revenue projected to grow by another INR 85 billion by 2028.
To keep these millions of subscribers happy, platforms are getting creative with their pricing. We are seeing a move away from “one size fits all” plans. Instead, platforms are introducing mobile-only tiers, ad-supported, cheaper versions, and even regional language packages for price-conscious viewers.
This strategy is working. Video subscription revenue grew by a massive 61% in 2025. Whether it’s through “micro-dramas” or 200,000 hours of fresh annual content in 5 to 7 different languages, the goal is clear: make sure there is something for everyone, at every price point.
However, this digital boom is creating a challenge for movie theatres. The gap between a film hitting the big screen and landing on an app has shrunk significantly.
According to the report, 81% of moviegoers now expect films to be available for streaming within just two months. In fact, more than half of the audience admitted they skipped a trip to the cinema recently because they knew the movie would be on their phone or TV soon.
To win people back, theatres and filmmakers will need to lean into “spectacle” content that simply cannot be replicated at home.
Looking ahead, the lines between internet, cable, and streaming will continue to blur. We are moving toward a “bundled” future where your broadband provider, TV operator, and OTT apps all come in one package.
With the technology behind Indian OTT apps now world-class, capable of handling millions of people watching a single cricket match simultaneously, India isn’t just consuming content. It’s building the global blueprint for the future of entertainment.
For the Indian viewer, the message is simple: you have more choices, better quality, and more ways to watch than ever before. Stay tuned for more updates.
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