India's digital video market expected to reach $9.17 billion by 2030: Report

India's digital video and over-the-top streaming sector is experiencing dramatic expansion, with total revenues expected to reach $9.17 billion by 2030; more than doubling from the $4.31 billion recorded in 2024, according to latest Media Partners Asia (MPA) report. Advertising-based models will fuel the majority of this surge, representing over 70% of incremental revenue growth throughout the decade.

The industry has witnessed steady expansion from $1.44 billion in 2020, driven by widespread digital adoption. According to analysis from Media Partner Asia, the sector's compound annual growth rate hovers around 12%, combining both subscription and ad-supported revenue streams.

Subscription video-on-demand services surpassed the $1 billion threshold in 2024 and are projected to nearly reach $2.68 billion by 2030. Even more striking is the acceleration in advertising-supported content, which jumped from $1.03 billion in 2020 to $3.25 billion in 2024, with forecasts placing it at $6.48 billion by decade's end.

User adoption continues expanding rapidly. Total streaming subscriptions climbed from 52.6 million in 2020 to 135.6 million in 2024, with projections indicating 357.4 million subscriptions by 2030. Meanwhile, subscribing households will grow from 39.3 million to 75.7 million over the same period, revealing that typical households maintain approximately 4.7 concurrent streaming services.

Despite high subscription volumes, average monthly revenue per user remains modest at around $0.50, characteristic of India's high-volume, low-cost market dynamics. Nevertheless, overall subscription revenues have climbed to nearly $2.7 billion when factoring in direct payments and bundled offerings through telecom and device partnerships.

Platform-specific performance varies considerably. Netflix has expanded to over 24 million subscribers domestically, generating close to $690 million annually. Amazon Prime Video exceeds 32 million subscribers with revenues surpassing $500 million, benefiting substantially from integration with Amazon's e-commerce platform.

JioHotstar leads in market reach with subscriptions exceeding 225 million and revenues crossing $1.1 billion, powered by live sports coverage, competitive pricing, and extensive distribution networks. Regional players like Zee5, Sony LIV, and Sun NXT continue attracting audiences through localized content. YouTube Premium approaches 18 million subscribers, indicating growing willingness among some users to pay for ad-free experiences.

Ad-supported models have emerged as the primary revenue driver across the online video ecosystem. Total advertising revenues from digital video platforms reached approximately $6.5 billion, expanding at nearly 12% annually and claiming the largest portion of monetization.

YouTube remains the advertising leader, with revenues rising from $575 million in 2020 to over $1.84 billion in 2024, projected to exceed $3.05 billion by 2030. Meta's video formats generated approximately $747 million in ad revenue during 2024, with steady increases anticipated.

JioHotstar's advertising business scaled rapidly to around $345 million in 2024, with estimates suggesting potential growth to over $1.6 billion by 2030, supported by premium sports properties and large-scale live programming.

Amazon Prime Video began meaningfully monetizing advertising from 2024, with ad revenues estimated at $37 million that year and projections rising to more than $240 million by 2030 as ad-supported tiers expand. Sony LIV and Zee5 maintain measured advertising growth supported by quality programming and strong regional presence.

Mobile broadband penetration has reached approximately 69%, while fixed broadband surpassed 20%, improving viewing quality and advertiser confidence. Overall digital advertising in India has expanded to nearly $22 billion, reflecting marketers' preference for measurable, performance-oriented platforms.

When including subscriptions, advertising, and theatrical revenues, India's total screen industry revenue stands at roughly $15 billion, with digital video platforms capturing an increasingly dominant share of both consumption and monetization.

The sector's evolution points toward an advertising-driven future shaped by expanding connectivity, massive mobile adoption, and competitive platform dynamics within one of the world's most active digital video markets.