New Delhi, Oct. 28 -- The Indian streaming industry is undergoing a peculiar shift. While the overall growth of OTT is slowing, the adoption of connected TV is accelerating rapidly.

India's OTT audience base is now estimated at 601.2 million people, representing 41.1% of the country's population, according to a recent report by media consulting firm Ormax. Growth has slowed to 10% as of July 2025, below the 13-14% pace seen in the last two years as metros and tier-1 markets mature.

Yet, connected TV (CTV) adoption is booming, with 129.2 million active users across 35-40 million homes, an 87% increase in adoption between 2024 and 2025.

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