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Dwindling takers push OTTs to the smarter idiot box
Mint New Delhi
|October 29, 2025
The Indian streaming industry is undergoing an unusual transition.
While the overall growth of OTT (over-the-top) is slowing, the adoption of connected TV (CTV) is accelerating rapidly. CTV use has seen an 87% rise year-on-year, expanding to 129.2 million active users across 35-40 million homes, according to media consulting firm Ormax.
In contrast, OTT growth has slowed to 10% between 2024 and 2025, down from 13-14% in the previous two years, as metros and tier-1 markets mature. India's OTT audience now stands at 601.2 million, or 41.1% of the population.
Dit verhaal komt uit de October 29, 2025-editie van Mint New Delhi.
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