In recent years, Over-the-Top OTT platforms have revolutionized entertainment consumption in India, providing audiences with an endless array of shows, movies, documentaries, and web series.
With the rise of smartphones, affordable internet access, and changing viewing habits, OTT platforms have surpassed traditional entertainment channels and cinema halls. As of 2024, the OTT landscape in India is booming, with millions of subscribers and a diverse market filled with local and international players.
This blog will explore the leading OTT platforms in India, examining their market presence, revenue, content strategy, and impact on the entertainment landscape.
Industry Insights: OTT Platforms in India
The Indian OTT platforms is witnessing remarkable growth, driven by factors like mobile penetration, affordable data plans, and the demand for personalized entertainment experiences. With an estimated market revenue of around $4.5 billion in 2024, the industry is expected to grow at a Compound Annual Growth Rate (CAGR) of 15% over the next five years.
Digital streaming is no longer a niche market; it has become a mainstream form of entertainment across urban and rural India. Streaming services like Netflix, Amazon Prime Video, Hotstar, and Sony LIV have become household names, while regional OTT platforms are gaining traction in local markets.
Subscription-based models and free ad-supported content (AVOD) are driving different monetization strategies. Platforms are focusing on localized content, partnerships, and exclusive regional films and shows to capture a diverse demographic of viewers across the nation.
Top 10 OTT Platforms in India (2024)
1. Netflix
Netflix is a global streaming entertainment OTT platforms that allows users to access a wide variety of movies, TV shows, documentaries, and original content. Founded in 1997 by Reed Hastings and Marc Randolph as a DVD rental service, Netflix transitioned to streaming in 2007, revolutionizing the way people consume entertainment. It now operates in over 190 countries, with a massive user base across the globe.
Netflix offers a vast library of content, including original series like Stranger Things, The Crown, Narcos, and The Witcher, along with a wide selection of films, international content, stand-up specials, and children’s programming. It is known for its ad-free experience, providing content with a subscription-based model that includes multiple pricing tiers to suit different user preferences.
Netflix has become a dominant force in the entertainment industry, shaping trends in binge-watching and on-demand viewing, as well as producing high-quality original films and shows that have earned critical acclaim and large fan followings.
| Founded By | Reed Hastings and Marc Randolph |
| Year | August 29,1997 |
| HQ | Los Gatos, California, United States |
| Revenue | $10.25 billion |
2. Amazon Prime Video
Amazon Prime Video is a leading streaming OTT platforms offering a vast selection of movies, TV shows, documentaries, and original content to subscribers around the world. Launched in 2006 as Amazon Unbox and later rebranded as Prime Video, it is a part of the broader Amazon Prime subscription service, which includes benefits such as free shipping, Amazon Music, and more.
Prime Video is known for its diverse library, which includes not only popular films and series but also Amazon Originals like The Boys, The Marvelous Mrs. Maisel, Jack Ryan, The Wheel of Time, and The Lord of the Rings: The Rings of Power. In addition to original content, Prime Video offers licensed movies and TV shows, international content, and sports programming, making it a well-rounded streaming platform.
Prime Video is available in over 240 countries and offers flexible subscription plans, including the option for an Amazon Prime membership, which provides access to all Amazon services. The platform supports a range of devices, including smart TVs, smartphones, tablets, and gaming consoles, and allows users to download content for offline viewing.
| Founded By | Jeff Bezos |
| Year | February 2,2005 |
| HQ | Seattle, washington, united states |
| Revenue | $40.2 billion |
Amazon Prime offers original content, popular movies, and regional films, ensuring a robust entertainment experience.
3. Disney+ Hotstar
Disney+ Hotstar is a popular streaming OTT platforms in India and Southeast Asia, offering a vast library of movies, TV shows, sports, and original content. It is a joint venture between Hotstar (which was originally launched in 2015) and Disney, after Disney acquired 21st Century Fox. The platform rebranded as Disney+ Hotstar in 2020, combining Disney’s global content with Hotstar’s strong local programming.
Disney+ Hotstar is known for its wide variety of content, which includes Disney classics, Marvel movies, Star Wars, Pixar, National Geographic, and much more. It is also the exclusive home for streaming Disney+ Originals like The Mandalorian, Loki, and WandaVision. In addition to global content, Disney+ Hotstar provides access to Indian films, TV shows, and cricket, making it a go-to platform for both local and international entertainment.
One of its standout features is the live sports streaming section, which includes popular events like the Indian Premier League (IPL), cricket series, and football matches. Disney+ Hotstar offers multiple subscription plans for users, including options for ad-free viewing.
| Founded By | Jiostar, a joint Venture between Reliance Industries, Viacom18, and Disney India |
| Year | 1995 |
| HQ | New Delhi |
| Revenue | ₹1.36 lakh crore |
Disney+ Hotstar leverages sports broadcasting, exclusive movies, and TV shows, making it a favorite among Indian viewers.
4. Sony LIV
Sony LIV is an Indian streaming OTT platforms that offers a wide variety of movies, TV shows, sports events, and original content. Launched in 2013 by Sony Pictures Networks India, it was one of the early players in the Indian OTT (Over-the-Top) streaming industry. Sony LIV has since evolved into a significant platform catering to Indian audiences with both regional and international content.
The platform hosts an array of Sony TV shows, Indian and international films, and a growing library of Sony LIV Originals such as Scam 1992, Undekhi, and Avrodh. It also offers a diverse collection of web series, reality shows, and children’s programming.
One of Sony LIV’s key features is its sports streaming capabilities. It broadcasts popular sports events such as the English Premier League (EPL), UFC, football, and cricket. With exclusive sports rights, it attracts a large following of sports enthusiasts in India.
Sony LIV offers multiple subscription tiers, including free and premium plans. The premium plan provides access to ad-free content, exclusive shows, and sports events. The platform is accessible across smartphones, tablets, smart TVs, and desktops.
With its blend of entertainment, live sports, and originals, Sony LIV has become a strong competitor in India’s streaming industry, attracting a wide audience across various genres.
| Founded By | Culver max entertainment |
| Year | January 23, 2013 |
| HQ | Mumbai, india |
| Revenue | ₹6,510 crore |
Sony LIV is known for exclusive shows, regional hits, and popular Bollywood films, catering to a diverse audience segment.
5. ZEE5
ZEE5 is an Indian OTT streaming OTT platforms owned by Zee Entertainment Enterprises Ltd., one of the leading media companies in India. Launched in 2018, ZEE5 offers a wide variety of movies, TV shows, original web series, music, and live TV. The platform provides content in multiple languages, including Hindi, Telugu, Tamil, Bengali, Kannada, Malayalam, and more, making it one of the most diverse streaming services in India.
ZEE5 is known for its rich library of regional content, along with international films and global shows. It also features ZEE5 Originals such as Scam 1992, Panchayat, and Rangbaaz, which have received critical acclaim. In addition to its diverse range of entertainment content, ZEE5 offers access to live TV channels, music videos, and sports events.
The platform is available on multiple devices, including smartphones, tablets, smart TVs, and desktops, and offers subscription-based access with plans ranging from monthly to yearly subscriptions. It also provides an option for free access to certain content with ads.
| Founded By | Archana Anand and Zee Entertainment Enterprises Limited |
| Year | November 25,1982 |
| HQ | Mumbai |
| Revenue | ₹september 2k crore |
ZEE5 focuses on region-specific shows, original productions, and live TV content, ensuring a rich entertainment experience.
6. ALTBalaji
ALTBalaji is an Indian OTT platforms that specializes in original web series, movies, and exclusive content. It was launched in 2017 by Balaji Telefilms, a leading media and entertainment company founded by Ekta Kapoor. The platform caters primarily to the Indian audience, offering content in Hindi and other regional languages such as Tamil, Telugu, and Marathi.
ALTBalaji is known for its wide range of original web series spanning multiple genres, including drama, romance, thriller, comedy, and crime. Some of its popular shows include Kehne Ko Humsafar Hain, Bekaaboo, Class of 2020, and Gandi Baat. ALTBalaji’s focus on bold, engaging, and unique storytelling has helped it build a loyal fanbase, especially among younger audiences.
In addition to web series, ALTBalaji offers a library of exclusive movies, short films, and music videos. The platform is available on multiple devices, including smartphones, tablets, smart TVs, and desktops.
| Founded By | Ekta Kapoor |
| Year | 16 april 2017 |
| HQ | Mumbai, Maharashtra,India |
| Revenue | ₹593 crore |
ALTBalaji is all about youth-oriented entertainment, bold web series, and relatable stories that resonate with the younger demographic.
7. Voot
Voot is an Indian OTT platforms owned by Viacom18, a subsidiary of Network18. Launched in 2016, Voot offers a vast range of movies, TV shows, web series, and exclusive content in multiple languages, including Hindi, English, Tamil, Telugu, and Kannada, catering to a broad Indian audience.
Voot stands out for its diverse content offerings, which include popular television shows from Colors TV (Viacom18’s flagship channel), reality shows, and Indian and international films. The platform also features a strong lineup of Voot Originals, including series like Asur, The Raikar Case, and Fuh Se Fantasy, which have gained a loyal following.
In addition to entertainment, Voot provides access to live TV channels and a vast library of children’s content, making it a family-friendly platform. One of its key offerings is Voot Select, a premium subscription service that provides ad-free content, exclusive web series, and early access to TV shows.
Voot is available across smartphones, tablets, smart TVs, and desktops, offering both free content with ads and premium content via paid subscription plans.
| Founded By | Sunil Bharti Mittal |
| Year | March 2016 |
| HQ | |
| Revenue |
Voot focuses on providing content from Viacom18 channels and original productions, with shows that have a mass appeal.
8. MX Player
MX Player is a popular Indian OTT platforms and media player app that offers a wide variety of movies, TV shows, web series, and original content. Launched in 2011 as a video player app, it later expanded into an OTT platform in 2018, rapidly gaining popularity due to its free content model and large library of entertainment.
MX Player provides a vast range of regional and international content in multiple languages, including Hindi, Tamil, Telugu, Kannada, and English, to cater to a diverse Indian audience. The platform features MX Originals, such as Aashram, Mastram, and High, which have been well-received by viewers. It also offers a wide variety of movies, TV shows, and live TV channels from genres like romance, thriller, drama, comedy, and crime.
One of MX Player’s key selling points is its free-to-watch model, offering ad-supported content without requiring any subscription. For users who prefer ad-free viewing, the platform also provides MX Player Premium with additional features. MX Player supports multiple devices, including smartphones, tablets, smart TVs, and desktops.
| Founded By | Karan Bedi |
| Year | 2011 |
| HQ | Mumbai, India |
| Revenue | $55.6 million |
MX Player’s success comes from ad-supported free access, a wide variety of shows, and localized content.
9. Apple TV+
Apple TV is a premium subscription-based OTT platforms launched by Apple Inc. in November 2019. It offers a diverse range of original content, including movies, TV shows, documentaries, and animated series, all produced exclusively by Apple. Apple TV is part of the broader Apple ecosystem, allowing seamless integration with Apple devices such as iPhones, iPads, Apple TVs, and MacBooks, as well as support for other platforms like smart TVs, gaming consoles, and web browsers.
Unlike other streaming services, Apple TV+ focuses solely on original programming, providing content like the hit series Ted Lasso, The Morning Show, See, For All Mankind, and Mythic Quest, as well as award-winning films like Greyhound and Palmer. The platform has received significant attention for its high-quality production values, star-studded casts, and critically acclaimed shows.
Apple TV is available through a monthly subscription and offers a 7-day free trial for new users. Subscribers can enjoy ad-free, on-demand streaming with content available in multiple languages. The service is also included with the Apple One bundle, which combines Apple TV with other Apple services like Apple Music, iCloud, Apple Arcade, and more.
| Founded By | Shrikant Mohta, Mahendra kumar Soni and Vishnu Mohta |
| Year | September 20, 2017 |
| HQ | New Delhi |
| Revenue | ₹1.36 lakh crore |
Apple TV+ focuses on exclusive original productions and global cinema hits, bringing a unique selection of entertainment to subscribers.
10. Hoichoi
Hoichoi is an Indian OTT platforms that primarily focuses on Bengali-language content, offering a rich library of movies, TV shows, web series, and originals. Launched in 2017 by SVF Entertainment, Hoichoi caters to Bengali-speaking audiences worldwide, with a diverse collection of entertainment options spanning across multiple genres, including drama, romance, thriller, horror, and comedy.
The platform features Hoichoi Originals, such as Byomkesh, Taqdeer, and Charitraheen, which have received critical acclaim for their engaging storytelling and high-quality production. In addition to original content, Hoichoi has a comprehensive collection of classic Bengali movies, along with exclusive access to popular TV shows from SVF Entertainment and other Bengali content creators.
Hoichoi provides a subscription-based model with different pricing tiers, including options for ad-free content. The platform is available on a range of devices such as smartphones, tablets, smart TVs, and laptops, making it easily accessible for users across various platforms.
With its exclusive focus on Bengali-language content and expanding library of original productions, Hoichoi has become a leading name in catering to the Bengali-speaking audience and stands out in India’s competitive OTT market.
| Founded By | Sunil Bharti Mittal |
| Year | 1995 |
| HQ | New Delhi |
| Revenue | ₹1.36 lakh crore |
Hoichoi’s focus on regional cinema and localized entertainment provides a strong niche appeal for Bengali audiences.
Conclusion
The OTT landscape in India is thriving with numerous platforms offering diverse content tailored to different tastes and preferences. From global giants like Netflix and Amazon Prime to regional players like Hoichoi, the competition is fierce. With technology integration, original productions, and subscription models (both paid and freemium), OTT services continue to grow in popularity.
As internet accessibility increases and viewers demand more personalized entertainment experiences, OTT platforms are set to innovate further. The future of OTT entertainment in India will likely focus on regional localization, content personalization, eco-friendly productions, and cross-platform collaborations.
Frequently Asked Questions
Q1. Which OTT platform has the highest market share in India?
A: Amazon Prime Video holds a significant market share, with approximately 25% of OTT consumers subscribing to it.
Q2. Is MX Player completely free?
A: Yes, MX Player offers ad-supported free streaming services, making it accessible to a large audience without subscription costs.
Q3. Which OTT platform is best known for regional content in India?
A: Platforms like Hoichoi focus on regional content, particularly Bengali entertainment, catering to a strong regional audience.
Q4. What subscription models do most OTT platforms offer?
A: Most OTT platforms offer monthly and annual subscription models, freemium access, and ad-supported streaming options.
Q5. How is the OTT industry expected to grow in India by 2025?
A: The OTT market in India is anticipated to grow at a Compound Annual Growth Rate (CAGR) of around 15%, reaching an estimated $8 billion in revenue.
