iWorld
Streaming Wars 2024: Prime Video, Netflix, and Disney+ Hotstar capture viewer eyeballs, Ormax Report Reveals
MUMBAI: Prime Video and Netflix led India’s streaming landscape in 2024, capturing significant viewership across Hindi originals, while Disney+ Hotstar excelled in Tamil and Telugu content, according to Ormax Media’s Streaming Originals in India – The 2024 Story.
The Hindi language space saw Prime Video’s Mirzapur Season 3 topping the list with 30.8 million viewers, followed by Panchayat Season 3 (28.2 million) and Netflix’s Heeramandi (21.5 million). Both platforms secured five entries each in the top 15 Hindi web series.
In Hindi direct-to-OTT films, Netflix dominated with 11 of the top 15 spots, including Do Patti (15.1 million viewers), Sector 36 (13.9 million) and Sikandar Ka Muqaddar (13.5 million).
The Hindi non-fiction space saw JioCinema’s Bigg Boss OTT Season 3 come out trumps and emerge as the most-watched unscripted show with 17.8 million viewers. Netflix’s The Great Indian Kapil Show followed with 15.7 million. Then came the great Indian start up hunt show SonyLiv’s Shark Tank India Season 3 which garnered 12.5 million viewers.
Disney+ Hotstar reigned supreme in Tamil and Telugu streaming. Save The Tigers Season 2 (five million viewers) and Inspector Rishi (4.9 million) led their respective categories. The platform secured four Telugu and seven Tamil entries in the top 10 lists.
Netflix’s Squid Game Season 2 became the most-watched international series with 19.6 million viewers, setting a new all-time record in India. Prime Video’s Road House led among international films with six million viewers.
The report highlighted the growing demand for regional and franchise-driven content, supported by a robust subscriber base across platforms. Ormax Media’s methodology estimated unique viewership based on primary research, reflecting India’s expanding streaming audience.
You can download the report here
e-commerce
Instamart partners with Kalyan Jewellers for Gold Rate Protection this Akshaya Tritiya
Quick commerce platform lets customers lock in gold prices and pay the lower rate on delivery day.
MUMBAI: Instamart has found a golden way to take the stress out of festive buying by letting customers lock today’s rate and still benefit if prices fall. India’s pioneering quick commerce platform has teamed up with Kalyan Jewellers to introduce Gold Rate Protection, a first-of-its-kind feature for Akshaya Tritiya. Customers can now pre-book BIS hallmarked gold coins on the Instamart app between 10 and 16 April 2026 by paying just 5 per cent advance (starting from Rs 500 for a 0.5 gm coin) and take delivery on 19 April.
On the delivery day (between 8:00 AM and 12:00 PM IST), buyers will pay the lower of the two prices, the rate locked at pre-booking or the market rate on delivery day. As an added festive bonus, all pre-book customers will receive a free silver coin from Kalyan Jewellers.
Arjun Choudhary, VP Growth at Instamart, said the feature was designed to give consumers greater confidence during the auspicious occasion. “By allowing users to secure a price in advance while still benefiting from any price drops, we strive to offer strong overall value,” he noted.
Kalyan Jewellers, executive director Ramesh Kalyanaraman added, “Gold rate protection has been a preferred feature across our retail showrooms. With Instamart, we are extending this convenience for the first time to a quick commerce platform.”
Last year, Instamart witnessed a surge of over 500 per cent in gold and silver coin sales on Akshaya Tritiya compared to Dhanteras, highlighting the growing trust in quick commerce for culturally significant purchases.
This initiative underscores Instamart’s continued push beyond everyday essentials, positioning the platform as a reliable destination for meaningful, occasion-led buys delivered with speed and trust.
This Akshaya Tritiya, Instamart and Kalyan Jewellers have made buying gold not just auspicious, but also refreshingly smart proving that even in the world of quick commerce, some things are worth the wait (and the protection).
