# 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.
- Title: Streaming Overtakes TV in India's Content Investment
- Summary: Streaming now leads India's content investment for the first time, marking a shift in video industry economics. Streaming overtook television in India's…
- Keywords: streaming, content investment, india, media partners asia, online video, television, premium vod, box office, Overtakes, India's, Content, Investment
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/media/entertainment/streaming-overtakes-tv-in-indias-content-investment-for-first-time-mpa/articleshow/134469157.cms
- Author: ET Bureau
- Published: 2026-09-24T19:05:00+00:00
- Read time: 1 min
- Topics: streaming, content investment, india, media partners asia, online video, television, premium vod, box office
## 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.
## Key takeaway

Streaming overtook television in India's content investment for the first time in 2025, with online video accounting for 46% of the total.