iWorld
Streaming’s next blockbuster AI regional content and interactive boom
MUMBAI: India’s digital entertainment landscape is witnessing a blockbuster transformation, with over 500 million viewers tuning into over-the-top (OTT) platforms, making it one of the largest streaming audiences in the world. At Content India 2025 Allied Global Marketing MD, APAC Jamie Crick presented a deep dive into India’s surging OTT market, revealing a sector in overdrive. As data prices drop and internet speeds surge, India’s appetite for on-demand content is growing faster than a viral meme.
The numbers tell a compelling story. In 2023, India recorded 96 million paid OTT subscriptions, driving a 10 per cent rise in revenue to Rs 9,900 crore (1.2 billion dollars). Meanwhile, advertising-based video-on-demand (AVOD) proved to be a major money-spinner, contributing Rs 6,800 crore (850 million dollars), a staggering 40 per cent increase from the previous year. Clearly, whether audiences are paying for subscriptions or watching ads in exchange for free content, the demand for digital entertainment is skyrocketing.
With over 80 streaming platforms vying for attention, the content buffet is expanding rapidly. While Hindi continues to dominate, regional content is emerging as the true scene-stealer, now accounting for 50 per cent of total OTT consumption. As more platforms invest in Tamil, Telugu, Bengali, Marathi, and Malayalam productions, the industry is witnessing a significant democratisation of content, bringing hyper-local stories to the national mainstream. Projections indicate that over 60 per cent of future content investments will go towards non-Hindi programming, underlining the massive shift in viewer preferences.
Technology is playing a lead role in shaping the industry’s future. With AI-driven hyper-personalisation, viewers now spend less time searching and more time watching, thanks to smart recommendations tailored to their interests. Interactive content and live streaming, from gaming to sports to reality-based formats are becoming mainstream, turning passive viewing into an immersive experience. The rise of short-form content is further redefining audience engagement, especially among younger viewers who prefer snackable entertainment over traditional long-form storytelling.
Interestingly, affordability isn’t deterring audiences. With 62 per cent of Indian households now paying for digital entertainment, the willingness to invest in quality content is evident. The emergence of new monetisation models, including microtransactions, premium ad tiers, and brand collaborations, signals a shift in how platforms generate revenue while keeping content accessible.
As international giants battle homegrown platforms, the race for eyeballs is heating up. With 5G rollout accelerating, smartphone penetration soaring, and AI making content discovery seamless, the OTT revolution in India is far from reaching its season finale, it’s just getting started.
iWorld
T20 World Cup ’26: India–England semi-final sets global streaming record of 619 million views on JioHotstar
India–England semi-final records 65.2 million peak streams
MUMBAI: The ICC Men’s T20 World Cup 2026 set a new milestone in global sports streaming, as the India–England semi-final drew record digital audiences on JioHotstar.
The match on 5 March registered 65.2 million peak concurrent viewers, the highest ever recorded for a live event on any streaming platform worldwide. The semi-final also generated 619 million views, making it the most streamed T20 international match in history.
The landmark audience numbers were driven largely by viewers in India, setting a record achieved within a single market, rather than through aggregated viewership across multiple countries.
The high-scoring encounter between India national cricket team and England cricket team produced 499 runs across both innings, fuelling widespread fan engagement across platforms.
According to the International Cricket Council, the digital record surpassed the previous global benchmark of 65 million concurrent viewers, set in November 2024 by another international streaming platform.
Across television and digital platforms combined, the semi-final reached more than 320 million viewers, while total watch time exceeded 23 billion minutes, making it the most watched T20 international match ever.
“This World Cup demonstrates the immense passion of cricket fans and the progress made in bringing the game closer to audiences worldwide,” said ICC chairman Jay Shah.
“This moment reflects the scale of cricket fandom in India and the technological capability required to serve hundreds of millions of viewers simultaneously.”
JioStar vice-chairman Uday Shankar, said the audience surge underscored the future of large-scale digital entertainment.
“One in every three Indians tuned in to watch the second semi-final. Delivering such an experience at scale requires the very best of technology,” he said.
The 619 million views during the match also eclipsed the 533 million views recorded during the final of the ICC Men’s T20 World Cup 2024.
With the final yet to be played, the 2026 tournament has already set multiple benchmarks in audience reach and digital engagement.
India will face the New Zealand national cricket team in the final on 8 March at the Narendra Modi Stadium in Ahmedabad. The match will be broadcast on the Star Sports Network and streamed on JioHotstar.
