India’s entertainment landscape is undergoing a massive transformation. In just one year, traditional TV viewership declined by a staggering 7.6 million, while Over-The-Top (OTT) platforms like Netflix, Amazon Prime Video, JioCinema, and Disney+ Hotstar added a record 60 million new users.
This shift signals a generational change in how Indians consume content—on-demand, on-the-go, and on personal screens.
Why Is Television Losing Ground?
Repetitive content and long commercial breaks
Lack of youth-oriented programming
Rapid digitalisation of rural and urban households
Affordable smartphones and data plans
Younger audiences preferring binge-worthy web series and original content
Why Is OTT Booming?
Global and local content diversity
Uninterrupted, ad-free experiences
Language personalization and subtitles
Access across devices, anytime-anywhere
Targeted content for youth, families, kids, and niche audiences
What’s Next for the Industry?
Experts believe that by 2026, OTT will dominate India’s entertainment ecosystem. Television, once the king of Indian households, will need to reinvent itself through hybrid models, interactive formats, and regional personalization to stay relevant.