Remember those days when OTT platforms were considered a boon? Since 2020, the Indian OTT market has experienced a massive boom, a scenario that has also made things tricky for numerous cable TV and dish operators in India.
Built on the promise of low subscription costs and no ads, OTT platforms such as JioHotstar (formerly Disney+ Hotstar), Prime Video, ZEE5, SonyLIV, and more were seen as a sign of hope and seamless entertainment by many Indian viewers. Fast forward to July 2025, no one could have imagined that these same OTT services would make Indians hate them.
There was a time when the Indian OTT market was seen as a content haven for the country’s viewers. Now, it faces an escalating crisis.
A relentless surge in advertisements, even on paid tiers, is driving a significant portion of its user base to a familiar, yet damaging, alternative: pirated platforms. This silent exodus, fueled by rising frustration and a desire for an uninterrupted viewing experience, poses a tremendous blow to the legitimate OTT market’s revenue and growth in the coming years.
What made Indian consumers fall in love with OTT platforms in the first place? They could offer diverse, seamless content, convenience, and most importantly, a minimal or ad-free watching experience in exchange for premium subscription tiers. Well, that promise has been shamelessly broken by top OTT platforms such as JioHotstar, SonyLIV, Prime Video, and others.
In recent months, this scenario has substantially fueled Indian consumers’ anger and frustration. One of the key reasons behind this is the sudden rise in the frequency of ads while watching a TV series or a movie. An unskippable string of ads (usually 2–3 unwanted clips) appears after every 10–15 minutes of content.
Is this some kind of joke or what?
Then what’s the difference between these so-called high-quality and premium OTT platforms and typical cable services?
Many users who opted for ad-free subscriptions have reported the unexpected introduction of advertisements during their contract term, or being forced to pay a higher price for continued ad-free viewing. This “bait and switch” tactic, along with drip pricing (hidden charges added at checkout), has fueled significant consumer frustration.
A recent LocalCircles survey in July 2025 revealed that many consumers are experiencing unwanted ad intrusions even after subscribing to OTT services. The sheer volume and disruptive nature of these ads are key pain points. Users are increasingly subjected to unskippable ads before, during, and even after content, often with sudden spikes in volume.
At this point, it’s safe to say that the majority of OTT platforms in India no longer care about consumers’ pain points. Instead, they seem solely focused on boosting revenues as part of their aggressive monetization strategies.
As a result, this unfortunate scenario has also opened the doors to a threat once deemed dangerous by many: piracy.
Nowadays, Twitter (X) is brimming with thousands of tweets from frustrated Indian OTT users announcing their decision to cancel subscriptions and switch to piracy for an ad-free experience. Is piracy a good thing? Absolutely not.
But the promise of an ad-free viewing experience, combined with high subscription fees for multiple platforms and the hassle of managing them, makes piracy an attractive, albeit illegal, alternative.
A comprehensive 2024 report by EY and IAMAI, titled “The Rob Report,” revealed that 51% of Indian media consumers access content from pirated sources. And this number is expected to grow in the coming years. We all know why this is happening.
Interestingly, the same report also found that 64% of pirated content consumers would opt for authorized channels if offered free of cost, even with ads. This highlights a strong preference for free, quality content, and a clear reluctance to pay for services that still impose ads. Furthermore, 70% of pirated content consumers said they have no intention of purchasing any OTT subscriptions.
Moreover, almost every OTT platform in India heavily targets consumers aged 19–34, a massively populous segment. Ironically, this same group also contributes the most to pirated content consumption.
Top OTT platforms in India are quick to highlight the dangers of piracy, but how quick are they when it comes to solving consumer complaints about frequent ads, unfair subscription hikes, and being forced to pay extra fees for an ad-free experience?
By no means are we promoting piracy through this platform. We are only trying to remind OTT players that this scenario could backfire, costing them not only revenue but, more importantly, their loyal subscriber base in the years to come.
The Indian entertainment industry has already endured massive financial losses in recent years. And these losses could spike further. If the current trend of ad overload and user frustration continues, the exodus to pirated platforms is likely to accelerate. This could severely constrain the legitimate industry’s growth, leading to further revenue decline and diminished market value.
OTT platforms must re-evaluate their monetization strategies. A balance needs to be struck between generating ad revenue and providing a satisfying viewing experience.
The Indian OTT market holds immense potential, driven by a diverse content landscape and a rapidly growing internet user base. But ignoring user frustration with intrusive ads is a dangerous path. Unless OTT platforms prioritize user experience and address the root causes of piracy, they risk suffering a tremendous, and perhaps irreversible, blow to their future growth and sustainability.
This silent shift is a loud warning that cannot be ignored. Stay tuned for more updates.
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