As per MRFR analysis, the India Video On Demand Market Size was estimated at 5.35 (USD Billion) in 2023.The India Video On Demand Market Industry is expected to grow from 6.32(USD Billion) in 2024 to 39.06 (USD Billion) by 2035. The India Video On Demand Market CAGR (growth rate) is expected to be around 18.008% during the forecast period (2025 - 2035).
Key India Video On Demand Market Trends Highlighted
The India Video On Demand market has experienced substantial growth, primarily due to the proliferation of affordable smartphones and the increasing penetration of the internet. The demand for video streaming services is being fueled by the government of India's promotion of digital connectivity through initiatives such as Digital India, which are facilitating consumers' access to online content. The expansion of this market is also being influenced by the evolving viewing habits of the younger population, who favor mobile viewing.Â
There has been a recent increase in the production of regional content, as more platforms are emphasizing local languages and cultural narratives to appeal to a diverse audience across multiple states. This transition is generating opportunities for streaming platforms and content creators to investigate and seize niche markets. Additionally, platforms are increasingly investing in in-house productions and partnerships with local talent in response to the increasing demand for original content, which is evidenced by the changing landscape of consumer preferences.Â
Furthermore, the proliferation of subscription video on demand (SVOD) services is apparent, as consumers are prepared to pay for high-quality content. The market's interest is further bolstered by the availability of a diverse range of genres and the growing prominence of binge-watching.Â
In order to attract and retain subscribers, platforms are now implementing innovative pricing models and personalized viewing experiences as a result of increased competition in the market. The Video On Demand market offers a distinctive opportunity for both established actors and new entrants to capitalize on the evolving landscape of content consumption in India, as a result of the confluence of these trends and the favorable demographic profile of the country.
India Video On Demand Market Drivers
Rising Internet Penetration
Internet penetration in India has seen significant growth over the past decade, climbing from 15% in 2010 to around 50% by 2021, according to the Telecom Regulatory Authority of India (TRAI). This surge in connectivity lays a robust foundation for the India Video On Demand Market Industry, enabling millions of users to access video content anytime, anywhere.Â
The Government of India has also focused on initiatives like Digital India, which aims to increase internet accessibility in rural and urban areas.Established companies like Reliance Jio have dramatically contributed to this growth by providing affordable internet access, which has been instrumental in propelling the demand for video streaming services. As a result, with increasing user base and the expectation of a connected populace, the market can anticipate exponential growth in the coming years.
Shifting Consumer Behavior
The shift in consumer behavior towards on-demand content consumption has been profound in India. A study conducted by the Indian Broadcasting Foundation highlighted that over 70% of Indian consumers prefer video-on-demand services over traditional cable television. With busy lifestyles, Indian audiences, especially millennials and Gen Z, are increasingly seeking flexibility in viewing content.Â
The India Video On Demand Market Industry is capitalizing on this trend, as providers like Netflix and Amazon Prime Video are catering to the growing demand with diverse content offerings, which not only includes local productions but also international films and series.This shift indicates a remarkable transformation in how content is consumed, suggesting a steady increase in subscription and advertisement revenue within the sector.
Increase in Original Content Production
The India Video On Demand Market Industry is experiencing a surge in the production of original content, which is becoming a significant growth driver. Data from the Ministry of Information and Broadcasting revealed that the number of OTT platforms producing original series and films in India has quadrupled over the last five years.Â
Companies like ZEE5 and Hotstar are leading the charge with innovative and culturally relevant content that appeals to the Indian audience.This trend not only caters to the appetite for localized stories but also attracts more viewers who are eager to subscribe to platforms offering exclusive content. The momentum of original content production aligns with the overall growth trajectory of the market, providing an abundant playground for both creators and consumers.
Mobile Device Adoption
With over 600 million smartphone users in India, mobile devices have become the primary medium for accessing video content. As per data published by the Internet and Mobile Association of India (IAMAI), around 80% of video-on-demand content is consumed via smartphones.Â
This trend presents an immense opportunity for the India Video On Demand Market Industry, as service providers can optimize their applications for mobile experiences. Major telecom companies like Airtel and Vodafone Idea are also investing in enhancing mobile user experience, thereby driving subscriptions to mobile video content.This adoption of mobile devices paves the way for growth in user engagement and ultimately influences the revenue potential for the market.
Video On Demand Market Revenue Model Insights
The Revenue Model segment of the India Video On Demand Market plays a critical role in shaping the landscape of digital content consumption across the nation. As consumers increasingly shift towards on-demand entertainment, the segmentation of this market into Subscription Video on Demand (SVoD), Transactional Video On Demand (TVoD), and Advertisement Based Video On Demand (AVoD) reflects varied user preferences and consumption patterns. SVoD has gained traction among users seeking unlimited access to a vast library of content for a fixed monthly fee, which has enabled key players to build substantial subscriber bases.
Conversely, TVoD caters to those who prefer to pay for individual pieces of content, allowing for a more flexible viewing approach without commitment to long-term subscriptions. This model is particularly effective in catering to niche audiences who may not engage with mass-market content consistently. In addition, AVoD has emerged as a significant player, driven by the increasing availability of free content supported by advertisements, which appeals to budget-conscious consumers. The proliferation of inexpensive internet access and mobile devices in India has further encouraged this growth, allowing advertisement-based platforms to thrive.Each revenue model holds its importance in the larger ecosystem, catering to diverse consumer demands and behaviors.Â
With the rise of competitive content offerings, understanding these dynamics within the India Video On Demand Market revenue models becomes essential for stakeholders aiming to capture market share and meet the evolving expectations of viewers. Moreover, government initiatives to enhance digital infrastructure and evolving consumer behavior towards online streaming are set to bolster demand across these revenue models, creating opportunities for innovative content delivery and monetization strategies.As consumption habits continue to evolve in India, the interplay between these models will significantly influence the future profitability and growth of the Video On Demand sector, integrating the diverse preferences of Indian audiences into a cohesive market approach.
Video On Demand Market Content Type Insights
The Content Type segment of the India Video On Demand Market plays a crucial role in shaping viewer preferences and consumption patterns. With a growing population and increasing internet penetration, this market is experiencing significant expansion. TV Entertainment often dominates due to its diverse offerings and cultural resonance, while Sports content continues to attract a younger demographic, driven by the popularity of live events and sports leagues. Music streaming is proliferating, as audiences turn to video platforms for music videos and concerts, enhancing the overall viewer experience.
The Kids segment remains significant as parents seek educational and entertaining content tailored for their children, which drives subscriptions in this category. Movies also maintain a robust presence, influencing regional cinema consumption and fostering a diverse array of film genres. Other categories are evolving, incorporating interactive content and niche offerings that cater to specialized viewer interests. As per India Video On Demand Market data, the segmentation reflects how consumer preferences are shifting towards personalized and engaging content, enabled by advancements in technology and high-quality streaming capabilities.The overall market dynamics are driven by a combination of changing lifestyles, entertainment demand, and the increasing availability of devices for accessing Video On Demand services.
India Video On Demand Market Key Players and Competitive Insights
The India Video On Demand Market has witnessed significant evolution in recent years, marked by an increasing number of platforms catering to diverse consumer preferences. This competitive landscape is fueled by the rising adoption of smartphones and affordable internet access, leading to a surge in digital content consumption. With a variety of local and international players in the scene, companies are striving to capture regional tastes while also providing a range of content genres, including movies, series, and original programming. Each player is refining their strategies to sustain viewer engagement and enhance market share, thus contributing to a dynamic and rapidly growing sector.
Apple TV+ has made its presence felt in the India Video On Demand Market, leveraging its extensive ecosystem and brand reputation to position itself effectively. The platform promotes high-quality content and original programming, showcasing films and series that resonate with Indian audiences. Apple TV+ benefits from its global reach and the ability to integrate seamlessly with other Apple services, providing users with a sophisticated viewing experience. The strength of the Apple brand and its focus on exclusive, high-quality content have created a premium service appeal, allowing it to carve out a niche in a highly competitive market where consumer choice is abundant.JioSaavn stands out in the India Video On Demand Market by offering a rich blend of music streaming and video content, appealing to a broad demographic.Â
The platform provides a diverse array of audio-visual content, including regional language music, podcasts, and original videos, which cater specifically to Indian cultural preferences. JioSaavn's strategic partnerships and collaborations with various artists enhance its content library, while its association with a major telecommunications provider boosts its market presence. The company emphasizes user engagement through tailored playlists, exclusive content, and social sharing features, making it a popular choice among youth in India. The combination of music and video offerings, along with continuous innovation and possibly strategic mergers, reinforces JioSaavn's competitive advantage in this expanding market.
Key Companies in the India Video On Demand Market Include:
India Video On Demand Market Industry Developments
Amazon Prime Video's limited ad-supported tier in India was introduced in June 2025, with advertisements commencing on June 17, 2025. A distinct add-on plan priced at ₹699 per year or ₹129 per month is required for users who desire an ad-free experience.Tiger Baby Films' In Transit, a captivating four-part documentary series directed by Ayesha Sood, was released on Prime Video in June 2025.Â
The series was released on June 13, 2025, and it delves into the lives of transgender and non-binary individuals throughout India.ZEE5 experienced a significant increase in viewer engagement during the 2024–2025 period, with a 25% increase in the average time spent per user.Â
This increase was primarily due to the presence of family-friendly and regional content. Currently, Tier II and III cities account for approximately 40% of its viewership, with a particular emphasis on the consumption of content in languages such as Tamil, Telugu, Kannada, and Bangla.
India Video On Demand Market Segmentation Insights
Video On Demand Market Revenue Model Outlook
Video On Demand Market Content Type Outlook
| Report Attribute/Metric Source: | Details |
| MARKET SIZE 2023 | 5.35(USD Billion) |
| MARKET SIZE 2024 | 6.32(USD Billion) |
| MARKET SIZE 2035 | 39.06(USD Billion) |
| COMPOUND ANNUAL GROWTH RATE (CAGR) | 18.008% (2025 - 2035) |
| REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| BASE YEAR | 2024 |
| MARKET FORECAST PERIOD | 2025 - 2035 |
| HISTORICAL DATA | 2019 - 2024 |
| MARKET FORECAST UNITS | USD Billion |
| KEY COMPANIES PROFILED | Apple TV+, JioSaavn, Amazon Prime Video, Hotstar, Disney+, SonyLIV, Hungama Play, MX Player, Voot, YouTube, ALTBalaji, ZEE5, Discovery+, Netflix, Eros Now |
| SEGMENTS COVERED | Revenue Model, Content Type |
| KEY MARKET OPPORTUNITIES | Growing smartphone penetration, Increasing internet accessibility, Rising demand for regional content, Expansion of affordable subscription plans, Entertainment diversification through partnerships |
| KEY MARKET DYNAMICS | increasing smartphone penetration, diverse content offerings, affordable data plans, rising subscription models, competitive pricing strategies |
| COUNTRIES COVERED | India |
Frequently Asked Questions (FAQ):
The India Video On Demand Market is expected to be valued at 6.32 USD Billion in 2024.
By 2035, the India Video On Demand Market is projected to reach a valuation of 39.06 USD Billion.
The anticipated CAGR for the India Video On Demand Market from 2025 to 2035 is 18.008%.
The Subscription Video on Demand (SVoD) segment is expected to generate the highest revenue, valued at 17.89 USD Billion in 2035.
The Advertisement Based Video on Demand (AVoD) segment is valued at 2.92 USD Billion in 2024.
Key players in the market include Apple TV+, Amazon Prime Video, Hotstar, Disney+, SonyLIV, Netflix, and others.
The anticipated market value for the Transactional Video On Demand (TVoD) segment is projected to be 7.75 USD Billion by 2035.
Growing internet penetration and increasing smartphone usage present significant growth opportunities in the India Video On Demand Market.
Increasing consumer preference for on-demand content and competitive pricing strategies are significant trends positively impacting the market.
In 2024, the SVoD segment is valued at 2.52 USD Billion, while the AVoD segment holds a value of 2.92 USD Billion.
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Team Lead - Research she holds an experience of about 6+ years in market research and business consulting, working under the spectrum of information communication technology, telecommunications and semiconductor domains. aarti conceptualizes and implements a scalable business strategy and provides strategic leadership to the clients. her expertise lies in market estimation, competitive intelligence, pipeline analysis, customer assessment, etc.
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