From The Economic Times · ET Bureau · · 1m 10s
Streaming Overtakes TV in India's Content Investment
Streaming now leads India's content investment for the first time, marking a shift in video industry economics.
In brief
Streaming now leads India's content investment for the first time, marking a shift in video industry economics. Streaming overtook television in India's content investment for the first time in 2025, with online video accounting for 46% of the total. Originally reported by The Economic Times.
Streaming Overtakes TV
Online video accounted for 46% of India’s content investment in 2025, compared with 42% for television.
Regional Investment Shift
India and Korea together represented 80% of the regional content investment pool across seven markets in 2025.
JioHotstar Dominance
JioHotstar led India's premium VOD category with 58% viewing share and over 180 million paying subscribers.
Sports Impact
JioHotstar’s cricket-led model increased connected-TV reach by 26% during IPL 2026.
Box Office Growth
India recorded a US$1.41 billion box office, with local films accounting for 69% of revenue in Vietnam.
Monetisation Pressure
Television budgets are declining as streaming and film attract greater incremental investment across the region.
Consolidation Trends
India and Korea are leading consolidation efforts, with potential for further M&A and proposed TVING-Wavve combination.
Future Outlook
Streaming and local films are expected to drive sustained audience demand as capital shifts toward sustainable returns.
At a glance
Streaming overtook television in India's content investment for the first time in 2025, with online video accounting for 46% of the total.
