India’s OTT users reach 1.45 billion, YouTube leads market: Expert View by Spherical Insights

India’s smartphone user base is projected to rise by nearly 20%, reaching approximately 885 million by FY28, creating strong momentum for the expansion of digital streaming services.

 

• India’s OTT streaming market continues to grow strongly, supported by affordable mobile data, rising smartphone penetration, and increasing demand for digital video content. According to a CLSA report, India currently has 1.45 billion monthly active users (MAUs) across OTT platforms.
• The total OTT user base has increased by 20% over the past three years and by 2% year-over-year, although the report noted that audience figures overlap because many consumers subscribe to multiple streaming platforms simultaneously.
• Smartphone users in India are projected to rise nearly 20% to 885 million by FY28, creating a larger digital audience and supporting continued expansion of streaming and online entertainment services.
• YouTube leads India’s OTT ecosystem with 772 million users, followed by JioHotstar at 390 million users. Among subscription platforms, Netflix has 92 million users, ahead of Amazon Prime Video with 67 million users, while MX Player has 78 million users despite a recent decline in usage. The report also highlighted that ZEE5’s subscription-focused and regional content strategy is improving both revenue growth and profitability.

 

Omnicom Media Secures Netflix Media Mandate

 

Omnicom Media Group has won Netflix India’s Rs 300 crore media mandate after a multi-agency pitch, replacing Wavemaker as the streamer resets its media strategy in a competitive OTT market.

 

Netflix has awarded its Rs 300 crore India media mandate to Omnicom Media Group following a multi-agency pitch and strategic review of its media operations.

 

Omnicom Media Group has secured Netflix India’s media mandate, valued at nearly ₹300 crore annually, following a competitive multi-agency pitch initiated earlier in 2026. The account review, which began in April 2026, reflects Netflix’s broader strategic shift toward more performance-focused and data-driven media operations in India.

 

The mandate was previously managed by Wavemaker, a part of WPP, and includes responsibilities across both traditional and digital media channels. The account is considered one of the most significant media mandates currently available in the Indian advertising market, highlighting the growing importance of streaming platforms in the country’s media ecosystem.

 

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The evaluation process reportedly focused on agencies capable of delivering performance-led planning, advanced data integration, cross-platform media execution, and measurable marketing outcomes. These priorities reflect the changing advertising landscape, where OTT and streaming companies are increasingly emphasizing efficiency, audience targeting, and return on marketing investments amid intensifying competition.

 

India remains a strategically important growth market for Netflix as the platform continues expanding regional and multilingual content offerings to strengthen audience engagement. Rising competition from both domestic and global streaming platforms, along with higher content investments and moderating subscriber growth, has pushed streaming companies to optimize marketing strategies more aggressively.

 

Omnicom Media Group operates in India through agencies including OMD, PHD, Hearts & Science, UM, Initiative, and Mediahub. The company’s strong focus on integrated media planning and analytics-driven execution is expected to support Netflix’s evolving advertising and audience acquisition strategy in the country.

 

The transition of the Netflix India account is expected to be completed over the coming months, while official responses from both companies are still awaited.

 

Prime Video and MX Player Merger Reshapes India’s OTT Market

 

Amazon is combining Prime Video and MX Player into a single streaming platform in India, merging subscription-based and free content services to expand viewer engagement, strengthen digital advertising capabilities, and reach a broader entertainment audience.

 

Amazon is integrating Prime Video and MX Player into a unified streaming ecosystem in India, combining free ad-supported entertainment and premium subscription content under a single platform strategy. The move is expected to strengthen Amazon’s reach across both mass-market and premium streaming audiences while expanding its digital advertising capabilities.

 

The integration follows Amazon’s 2024 acquisition of selected MX Player assets, which were later merged with Amazon miniTV to form Amazon MX Player. With the latest transition, Prime Video is evolving into a hybrid OTT platform that supports multiple business models simultaneously, including subscription video-on-demand, ad-supported streaming, transactional rentals, and add-on channel subscriptions.

 

The strategy is particularly significant for India’s rapidly evolving OTT market, where streaming growth is increasingly being driven by free and low-cost entertainment consumption beyond metro cities. While Prime Video has traditionally focused on premium urban subscribers, MX Player established strong traction across tier-2 and tier-3 markets through free originals, dubbed international content, reality programming, and mobile-first viewing experiences.

 

By combining the two services, Amazon aims to create a broader entertainment ecosystem that caters to sharply different audience segments within a single interface. The integrated structure will allow users to access both premium and free content through one platform, potentially improving user engagement and supporting long-term subscription growth.

 

The move also strengthens Amazon’s position in India’s digital advertising market. With both ad-supported and premium audiences operating within the same ecosystem, advertisers will gain access to a larger and more diversified viewer base using Amazon’s shopping, browsing, and streaming data signals for targeted campaigns. This comes as streaming platforms increasingly focus on advertising-led monetization amid intensifying competition and moderating subscriber growth.

 

The rollout strategy will vary across devices. Android users will continue accessing Amazon MX Player as a standalone app with Prime Video branding and premium subscription options, while iOS, web, and connected TV users will be redirected directly to Prime Video, where content from both services will be integrated into one experience.

 

The combined platform will feature Prime Video’s premium originals alongside Amazon MX Player’s library of free originals, micro dramas, dubbed international shows, and reality content. The integration reflects a broader industry shift in which OTT platforms are moving beyond exclusive premium programming and increasingly prioritizing scale, accessibility, advertising revenue, and mass-market reach within a unified streaming environment.

 

 

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Major OTT Companies Powering the Future of Online Streaming.

 

1. Netflix

Founded: 1997

CEO: Ted Sarandos and Greg Peters

Last Year Revenue: Above USD 39 Billion

Netflix remains the world’s leading subscription streaming platform, operating across more than 190 countries with a vast library of original films, series, documentaries, and regional content. The company has transformed global entertainment through hit productions, AI-powered content recommendations, and aggressive investments in multilingual programming. Netflix continues expanding its advertising-supported streaming model and live entertainment offerings while strengthening its position in high-growth markets including India, Southeast Asia, and Latin America.

 

2. Amazon Prime Video

Founded: 2006

CEO: Andy Jassy

Last Year Revenue: Above USD 575 Billion (Amazon Total Revenue)

Amazon Prime Video is one of the largest global OTT streaming services, combining premium originals, licensed entertainment, sports streaming, and subscription channels within a unified ecosystem. The platform benefits from Amazon’s broader Prime membership strategy, integrating e-commerce, advertising, and entertainment services. Prime Video continues expanding internationally through regional originals, ad-supported streaming initiatives, and integrations such as Amazon MX Player in India to strengthen audience reach across both premium and mass-market segments.

 

3. The Walt Disney Company

Founded: 1923

CEO: Bob Iger

Last Year Revenue: Above USD 88 Billion

The Walt Disney Company operates major streaming platforms including Disney+, Hulu, and JioHotstar, making it one of the strongest players in the global OTT industry. Disney leverages its unmatched entertainment portfolio including Marvel, Pixar, Star Wars, ESPN, and National Geographic to drive subscriber growth worldwide. The company continues focusing on streaming profitability, sports integration, family entertainment, and regional expansion while strengthening its hybrid advertising and subscription-based streaming strategy.

 

4. Warner Bros. Discovery

Founded: 2022

CEO: David Zaslav

Last Year Revenue: Above USD 41 Billion

Warner Bros. Discovery operates Max, one of the world’s fastest-growing premium streaming platforms featuring HBO originals, blockbuster films, documentaries, and sports content. The company combines entertainment assets from Warner Bros., Discovery, CNN, and DC Studios to strengthen its OTT presence globally. Its strategy increasingly focuses on bundled streaming services, international market expansion, and advertising-supported subscription tiers to compete effectively in the evolving digital entertainment industry.

 

5. Paramount Global

Founded: 2019

CEO: George Cheeks

Last Year Revenue: Above USD 29 Billion

Paramount Global has emerged as a major OTT competitor through Paramount+, Pluto TV, and Showtime streaming services. The company combines premium scripted content, live sports, news, and free ad-supported television to attract diverse audiences globally. Paramount continues investing heavily in franchise-based entertainment, regional streaming partnerships, and hybrid monetization models that integrate subscriptions with advertising revenue to improve long-term platform scalability.

 

6. Apple

Founded: 1976

CEO: Tim Cook

Apple operates Apple TV+, a premium OTT platform known for high-quality originals, award-winning series, and exclusive films. The company uses its vast hardware ecosystem including iPhones, iPads, Macs, and smart TVs to strengthen subscriber engagement and content distribution globally. Apple continues investing in original programming, live sports partnerships, and ecosystem-driven entertainment experiences to position Apple TV+ as a premium streaming destination worldwide.

 

7. Comcast

Founded: 1963

CEO: Brian L. Roberts

Last Year Revenue: Above USD 120 Billion

Comcast operates Peacock, NBCUniversal’s OTT streaming platform offering entertainment, sports, news, and live television programming. Peacock has gained strong traction through sports broadcasting rights, Universal Studios content, and hybrid subscription models that include both free and premium viewing tiers. Comcast continues expanding Peacock’s digital advertising business and live sports streaming capabilities to compete more aggressively in the global streaming landscape.

 

8. Sony Group Corporation

Founded: 1946

CEO: Hiroki Totoki

Last Year Revenue: Above USD 85 Billion

Sony Group Corporation plays a major role in the OTT industry through Sony LIV, anime streaming, gaming entertainment, and global media production businesses. The company leverages strong intellectual property assets, sports broadcasting rights, and regional entertainment programming to expand digital streaming audiences. Sony continues strengthening its OTT ecosystem through partnerships, premium sports content, and multilingual entertainment expansion across Asia-Pacific and emerging markets.

 

9. Roku

Founded: 2002

CEO: Anthony Wood

Last Year Revenue: Above USD 3 Billion

Roku has become a significant force in the OTT ecosystem through its streaming operating systems, connected TV devices, and ad-supported Roku Channel platform. The company focuses heavily on digital advertising, smart TV integrations, and free streaming services supported by data-driven audience targeting. Roku’s ecosystem-based business model allows it to generate revenue from subscriptions, advertisements, and streaming partnerships across multiple global markets.

 

• Tencent

Founded: 1998

CEO: Pony Ma

Last Year Revenue: Above USD 85 Billion

Tencent operates Tencent Video, one of Asia’s largest OTT streaming platforms with a strong presence in China and international Asian markets. The platform combines premium dramas, anime, sports, gaming content, and live entertainment to attract massive digital audiences. Tencent continues investing in AI-powered streaming technologies, regional content production, and cross-platform entertainment integration to strengthen its leadership position in Asia’s rapidly expanding OTT industry.

 

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Conclusion: Expert View by Spherical Insights

India’s OTT industry is entering a new phase of large-scale digital expansion, supported by rising smartphone adoption, affordable internet access, and growing consumer demand for multilingual online entertainment. With India’s OTT user base reaching 1.45 billion monthly active users and smartphone users projected to climb to 885 million by FY28, streaming platforms are rapidly evolving from premium entertainment services into mass-market digital ecosystems. The industry is increasingly shifting toward hybrid monetization strategies that combine subscriptions, advertising-supported streaming, live sports, and regional content. Major developments such as Netflix awarding its India media mandate to Omnicom Media Group and Amazon integrating Prime Video with MX Player highlight how OTT companies are prioritizing data-driven advertising, audience aggregation, and scalable engagement models.

 

Global streaming leaders including Netflix, Amazon Prime Video, The Walt Disney Company, and Tencent are aggressively investing in regional programming, AI-powered recommendations, sports rights, and integrated advertising ecosystems to strengthen market share. The future OTT landscape will likely be defined by platforms capable of balancing premium storytelling with free, mobile-first, ad-supported entertainment tailored for diverse audiences.As competition intensifies, companies focusing on localized content, advertising innovation, cross-platform integration, and measurable audience engagement are expected to emerge as long-term leaders in the rapidly expanding global streaming economy.