547 million viewers. One deeply fragmented market.

India’s OTT landscape isn’t a single story — it’s multiple ecosystems co-existing.

While scale is massive, behavior is split:

72% watch for free — powered by AVOD
28% pay — but drive faster revenue growth (~10.2% CAGR)

This isn’t just a pricing divide.
It’s a fundamental shift in how content is discovered, consumed, and valued.