Published Jul 19, 2026 · 1 min · Last updated: Jul 19, 2026
OTT Statistics India 2026
The latest India OTT data — total subscribers, market shares, ARPUs, and how much the average household spends on streaming.
India crossed 550 million OTT subscribers (paid + AVOD) in 2026, making it the second-largest OTT market by users after the US.
Market share (paid subscribers): JioHotstar leads with ~34%, followed by Netflix (~14%), Amazon Prime (~18%), SonyLIV (~9%), Zee5 (~8%), and a long tail (Apple TV+, JioCinema Premium, Aha, Sun NXT, etc.).
ARPU: paid OTT ARPU in India remains among the lowest globally at ~₹95/mo — a fraction of the US ARPU of $18/mo — driven by mobile-first bundled plans.
Average household spend on OTT in India: ₹680/mo across an average of 2.3 active OTT subscriptions.
Cricket effect: IPL windows drive 40–60% spikes in paid OTT subscriptions, followed by ~25% churn in the month after the tournament ends.
For any household with more than two OTT services, a subscription tracker like Saveiy pays back its cost within the first cancelled duplicate.