“The cord-cutting narrative is, hence, highly exaggerated,” said Ormax, a media consulting firm, while shrugging off the popular belief that Over-the-top (OTT) and Internet Protocol Television (IPTV)-driven media consumption is overtaking traditional cable TV or D2H services.
In Airtel’s recent financial results, the telecom company revealed that its digital TV vertical faced a 7% year-on-year (YoY) decline, indicating a possible growing trend towards adopting internet-driven IPTV and OTT-based media consumption. Another notable trend is advertisers’ growing preference for campaigns on Connected TVs, television sets connected to the internet, which reportedly deliver higher engagement rates.
Current OTT Watching Behaviour
According to Ormax Media’s 2025 projections, India’s estimated population of 1.46 billion was divided across distinct segments of video consumption. Around 491 million people consumed both OTT and linear TV content, while 110 million relied solely on OTT platforms, bypassing traditional television. Another 298 million were exclusive to linear TV, without engaging with OTT services.
Meanwhile, about 565 million Indians did not watch either OTT or television, underscoring the vast segment of the population still outside the reach of both mediums. The data shows that India’s media landscape has become increasingly fragmented, with OTT viewership expanding rapidly even as traditional TV continues to retain a substantial audience base.
Additionally, the ad-driven revenue models of OTT platforms, including the low-tier paid premium plans offered by Amazon Prime Video and Jio Hotstar, and the completely ad-driven models followed by Amazon Prime-owned MX Player, have become new drivers of OTT-based media consumption among those who can’t afford the premium subscription plans.
How OTT has Impacted the Theatre Going Experience:
Similarly, the rise in OTT consumption has also impacted theatre-run businesses, especially as the theatre-to-OTT window has been considerably shrinking across industries.
According to Ormax Media’s 2025 data, India’s film audience is split between subscription video-on-demand (SVOD) users and theatregoers, with some overlap between the two. About 88 million people subscribed to SVOD platforms and also watched movies in theatres. Ormax defines SVOD (Subscription Video on Demand) as the practice of accessing paid streaming services where users consume content through direct subscriptions, telecom or aggregator bundles, or shared accounts from other subscribers.
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Another 81 million relied only on SVOD services and did not visit cinemas. In contrast, 76 million watched films exclusively in theatres and had no access to any SVOD platform. The theatrical-only segment primarily consists of single-screen audiences in South India, where lower ticket prices attract a broader moviegoing base than in larger Hindi-speaking…
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