The Indian OTT industry is set to become even bigger in the next five years. According to PwC’s Global Entertainment & Media Outlook 2025–2029 report, the market is projected to reach 3.5 billion dollars by 2029. Subscription Video on Demand will make up nearly 69 percent of this, mainly because of mobile-first viewing and sports streaming.
JioHotstar, formed in 2025 after Disney’s India operations merged with Reliance’s Jio, is currently the leading paid OTT service in India. Amazon Prime Video and Netflix follow close behind. India has over 50 OTT subscription platforms, many of them focusing on regional language content. This large but scattered market could see more mergers and big investments in the future.
Advertising-based streaming is also growing fast. Amazon Prime in India introduced ads for its basic plan in June 2025, while Netflix’s ad-supported plan has boosted its subscriber growth. Globally, OTT revenues are expected to grow from 169 billion dollars in 2024 to 230 billion dollars in 2029, with AVOD’s share increasing from 20 percent in 2020 to over 27 percent in 2029.
The growth rate is slower than it was five years ago, but AI could change that. Artificial intelligence is already helping platforms reduce production costs and create more targeted, engaging content. This means OTT companies can experiment more while spending less. With expanding internet access and a strong push for regional and niche content, the Indian OTT industry is set to remain one of the fastest-growing in the world.
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