Streaming in 2024: YouTube, MX Player, Spotify take top 3 spots

India’s entertainment consumption continues to evolve, with video and audio streaming platforms shaping audience preferences. When it comes to digital streaming, YouTube remains the undisputed leader, attracting a massive 411 million unique visitors across desktop and mobile platforms in December 2024. 

Following YouTube, MX Player (99M), Spotify (91M), HotStar (89M), and JioCinema (72M) emerge as key players, reflecting the growing popularity of video and audio streaming services in the country, according to Comscore India’s latest report “India Year in Review 2024: Setting Stage for 2025” shared with e4m. 

Notably, Amazon acquired MX Player and the merged entity-Amazon MX Player- is betting big on shoppable videos, which let viewers shop or add products to their cart while watching content, to ramp up its business amid rising competition in India's video streaming market.

However, Spotify's presence in the top ranks signals a shift in user behavior, with digital audio gaining momentum alongside traditional video streaming platforms. Spotify witnessed a significant 47% year-over-year growth in total hours spent on the platform. 

According to Comscore data, the total hours spent on Spotify surged from 237 million in December 2023 to 347 million in December 2024, highlighting the platform’s increasing engagement. This growth aligns with Spotify's Wrapped 2024, which highlighted the rise of Punjabi music, I-Pop and podcasts by Ranveer Allahbadia, Raj Shamani, and Gourab Tapadar.

“Spotify is rapidly growing in India by heavily focusing on local content, offering affordable subscription plans, integrating popular local payment methods, and prioritising Indian artists, leading to a significant increase in streams of Indian music and a shift towards more local listening habits compared to international music when they first launched in the country; this strategy has resulted in substantial revenue growth and a growing user base,” industry experts say. 

Meanwhile, Hotstar and JioCinema, which were merged into “JioHotstar” this February, ranked fourth and fifth in India before the merger, commanding  8.9 crore and 6.2 crore unique visitors respectively. JioCinema, backed by Mukesh Ambani-led Reliance Industries, expanded its reach across both rural and urban India over the last two years, driven by free sports content like FIFA Football and Indian Premier League with multilingual commentary. 

The merger of two OTT giants is expected to have a larger impact on the entire streaming ecosystem which comprises close to 60 players including Zee5 and SonyLiv and regional players like Aha and HoiChoi. 

“As digital entertainment in India continues to evolve, the battle for audience attention will be won by those who can strike the right balance between content availability, engagement, and personalisation,” said an ad executive. 

Emerging platforms fastest growing 

Emerging entertainment platforms are also witnessing unprecedented growth in the country. According to Comscore's latest data, Evolve Media - Entertainment led the pack with a staggering 563% year-over-year (YoY) growth, adding 12.1 million unique visitors (UVs) in December 2024. 

Evolve Media publishes digital content for entertainment and lifestyle enthusiasts. They also offer marketing services and advertising sales.

Following closely were Airtel Xstream (331% YoY, +6.4M UVs) and OTTPlay (227% YoY, +6.9M UVs), both capitalizing on India's growing demand for diverse streaming options.

The rise of Kuku FM (193% YoY, +7.2M UVs) and Bilibili TV (167% YoY, +4.8M UVs) further highlights how regional audio content and international streaming platforms are resonating with Indian audiences.

Kuku FM’s growth underlines the increasing demand for podcasts and audiobooks, while Bilibili TV’s success showcases India’s growing interest in anime and user-generated content. As competition heats up, these fast-growing platforms are likely to push innovation in content delivery, pricing, and user engagement strategies, shaping the next phase of India’s digital entertainment ecosystem.

Instant Bollywood & RVCJ dominate Social Media

On social media, entertainment consumption takes a different turn, with engagement-driven platforms leading the way. Instant Bollywood tops the list with a staggering 245.4 million total interactions across Facebook, Instagram, and X, reflecting India’s love for celebrity news and Bollywood gossip, as per Comscore’s data. 

RVCJ Media follows with 226.3M interactions, Filmy Gyan at 127.3M, Naughty World with 55.6M, and Netflix with 35.4M.

This data showcases the power of viral content, memes, and entertainment news in driving audience engagement. While global streaming giant Netflix makes an appearance, it lags behind social media-native brands that thrive on shareable content.

The Indian entertainment landscape is increasingly divided between long-form streaming content and short-form social engagement. While platforms like YouTube and MX Player focus on content consumption, social media brands leverage interactivity and community-driven engagement.

The rise of local platforms such as JioCinema and MX Player signals a growing preference for regional and homegrown content. Meanwhile, the dominance of entertainment-focused social pages suggests that audience engagement is shifting beyond passive viewing to active participation.

(Sources: Comscore Dec 2024, Tofler, Financial reports | *FY23 revenue)