1

Growth of the OTT Universe in India

UNIQUE VISITORS (MILLION)

460M
MARKET SIZE
466
460
452
448

87.8%
O T T P E N E T R AT I O N
395

( O F D I G I TA L
UNIVERSE)
ene-20 ene-21 ene-22 ene-23 ene-24

Source : MMX Multi-Platform, Custom List of OTT Platforms, Jan 2020 – Jan 2024 | India
2
Image - Pexels
Top OTT platforms
The battle between Hotstar and Jio Cinema looks like it's being fought with sporting events’ streaming rights as
the ammunition. The potential merger will lead to a one-stop-shop for most sporting events for Indian viewers.
On the other hand, Zee5 and SonyLiv seem to be using their entertainment content IP to attract viewers.

TO TA L U N I Q U E V I S I TO R S ( M I L L I O N )

456

114 101 93
57 42 29 26 19 11

Note: The universe reported on is desktop users over the age of 6 and mobile users
3 over the age of 18 years. The data presented does not include CTV devices.
Reach doesn’t always translate into engagement
YuppTV has the highest engagement after YouTube and 2.7x the engagement of the next closest competitor.

AV E R A G E M I N U T E S P E R V I S I T O R

864,0

482,4

179,4 177,8
98,3 90,0 83,9 69,7 60,6 56,1

4 Source : MMX Multi-Platform, Custom List of OTT Platforms, Jan 2024 | India
Access methods for OTT

MOBILE : DESKTOP

• MX Player has 76x more MX Player 76

visitors on Mobile devices Zee5 37

compared to desktop
SonyLiv 13
• MX Player and Zee5 are
Hotstar 11
the most Mobile heavy
streaming platforms. Jio Cinema 10

YouTube 5

Netflix 5

Pprime
Prime Video 2
Video

Voot 0

5 Source : MMX Multi-Platform, Custom List of OTT Platforms, Jan 2024 | India
MX Player has the highest composition of male users while Zee5 has an almost even split.

GENDER COMPOSITION

Male Female

25,1 27,3 29,6 32,5 36,3 37,2 37,8 39,3 40,3 44,1

74,9 72,7 70,4 67,5 63,7 62,8 62,2 60,7 59,7 55,9

6 Source : MMX Multi-Platform, Demographic Profile, Jan 2024 | India

JioTV and Zee5 users are on average older than the rest. Voot has the youngest audience
among OTTs in India
AGE COMPOSITION

15-24 25-34 35+

20,1
27,5
34,3 35,9 37,0 37,9 36,5
48,3 49,4 50,2
24,0

25,8 35,9
29,9 29,5 28,7 30,6

26,1 25,3
32,2
55,9
39,9 36,5 34,2 33,5 33,4 32,9
25,6 25,3
17,6

7 Source : MMX Multi-Platform, Demographic Profile, Jan 2024 | India

Seasonal Trends for the Big 3 driven by sporting events
The 2023 IPL helped Jio Cinema climb to a peak reach of 151 million Unique Visitors while the ICC CWC helped
Hotstar to hit a peak of 191 million in Nov 2023.

UNIQUE VISITORS (MILLION)

Hotstar Jio Cinema MX Player

250

200

150

100

50

0
Jan-2023 Feb-2023 Mar-2023 Apr-2023 May-2023 Jun-2023 Jul-2023 Aug-2023 Sep-2023 Oct-2023 Nov-2023 Dec-2023 Jan-2024

8 Source : MMX Multi-Platform, Custom List of OTT Platforms, Jan 2020 – Jan 2024 | India
Seasonal Trends largely driven by entertainment content
UNIQUE VISITORS (MILLION)

Zee5 Netflix JioTV SonyLiv Prime Video Voot Airtel TV

80

70

60

50

40

30

20

10

0
Jan-2023 Feb-2023 Mar-2023 Apr-2023 May-2023 Jun-2023 Jul-2023 Aug-2023 Sep-2023 Oct-2023 Nov-2023 Dec-2023 Jan-2024

9 Source : MMX Multi-Platform, Custom List of OTT Platforms, Jan 2020 – Jan 2024 | India
Potential Market Consolidation
C O N S O L I D AT E D R E A C H : 1 6 0 M I L L I O N U V S C O N S O L I D AT E D R E A C H : 7 6 M I L L I O N U V S

8M
55M

10 Source : MMX Multi-Platform, Audience Duplication, OTT Platforms, Jan 2024 | India
State Cluster Index
Users from MP are 38% more likely to visit Hotstar compared to other properties on the internet.
Jio cinema users have strong affinity from users in Karnataka. They're 48% more likely to visit Jio Cinema
compared other internet properties.
The North-Eastern state clusters have the least affinity for Hotstar and JioCinema.

H O T S TA R JIO CINEMA

-100 -80 -60 -40 -20 0 20 40 60 -60 -40 -20 0 20 40 60

Madhya Pradesh Karnataka

Bihar Uttar Pradesh

Uttar Pradesh Bihar

Rajasthan Tamil Nadu

Kerala Kerala

Assam & North East (7 States) Assam & North East (7 States)

11 Source : MMX Multi-Platform, Demographic Profile, Jan 2024 | India

State Cluster Index
Karnataka stands out with a 175% higher likelihood of using Zee5.
Gujarat leads the way for SonyLiv with 114% higher likelihood.

ZEE5 SONYLIV

-100 -50 0 50 100 150 200 -150 -100 -50 0 50 100 150

Karnataka Gujarat

Himachal Pradesh & Uttarakhand Karnataka

Andhra Pradesh & Telangana Himachal Pradesh & Uttarakhand

Tamil Nadu West Bengal, Sikkim & Odisha

Kerala Chhattisgarh & Jharkhand

Chhattisgarh & Jharkhand Assam & North East (7 States)

12 Source : MMX Multi-Platform, Demographic Profile, Jan 2024 | India

 Top
Advertising
Prospects
Advertisers with the highest affinity for Hotstar
Upstox users are 145% more likely to visit Hotstar compared to your average internet user.

CROSS VISITING - INDEX

250

245

240

235

230

225

220

215

14 Source : MMX Multi-Platform, Cross Visiting, Hotstar, Jan 2024 | India

Advertisers with the highest affinity for Jio Cinema
IND Money users are 152% more likely to visit JioCinema compared to your average internet user.

CROSS VISITING - INDEX

300

250

200

150

100

50

15 Source : MMX Multi-Platform, Cross Visiting, Hotstar, Jan 2024 | India

Advertisers with the highest affinity for SonyLiv
RuPay users are 385% more likely to visit SonyLiv compared to your average internet user.

CROSS VISITING - INDEX

600

500

400

300

200

100

16 Source : MMX Multi-Platform, Cross Visiting, SonyLiv, Jan 2024 | India

Advertisers with the highest affinity for Zee5
The Sleep Company visitors are 217% more likely to visit Zee5 compared to your average internet user.

CROSS VISITING - INDEX

350

300

250

200

150

100

50

17 Source : MMX Multi-Platform, Cross Visiting, Zee5, Jan 2024 | India

Any questions?
Visakh Vijayakumar
SALES DIRECTOR – INDIA
COMSCORE

vvijayakumar@comscore.com