India’s 2024 streaming trends, as detailed in Ormax Media’s report “Streaming Originals in India – The 2024 Story”, highlight the dynamic evolution of the OTT landscape, with notable dominance by platforms like Prime Video, Netflix, and Disney+ Hotstar. Here are the key takeaways:
Dominance of Hindi Content
- Prime Video and Netflix led the Hindi content space:
- Prime Video’s “Mirzapur S3” topped viewership charts with 30.8 million viewers, followed by Panchayat S3 with 28.2 million viewers.
- In Hindi cinema, Netflix ruled with 11 of the top 15 most-watched films, including “Do Patti” (15.1 million viewers) and “Sector 36”.
Regional Content Growth
- Regional shows in Tamil and Telugu made significant strides:
- Disney+ Hotstar excelled in Telugu with “Save The Tigers S2” achieving 5 million viewers, alongside B&B: Bujji and Bhairava.
- Tamil content saw Prime Video’s “Inspector Rishi” leading with 4.9 million viewers, while Disney+ Hotstar claimed 7 of the top 10 Tamil spots.
Global Franchises’ Appeal
- International titles captivated Indian audiences:
- Netflix’s “Squid Game S2” was the standout, breaking records with 19.6 million Indian viewers.
- Other notable series included “The Boys S4” and “House of the Dragon S2”.
- International films, however, had modest success, with Prime Video’s “Road House” being the only film to surpass 5 million viewers.
Buzz and Engagement
- “Mirzapur S3” emerged as the most-buzzing Hindi show with a 63% peak buzz rating on Ormax Stream Track.
- “Squid Game S2” ranked as the second-most-buzzing international property of all time in India, trailing only “Money Heist S5”.
Audience Preferences and Content Strength
- Prime Video’s “Panchayat S3” was the most-liked Hindi series (Ormax Power Rating of 77).
- Regional favorites:
- “90’s – A Middle Class Biopic” (Telugu, OPR 83).
- “Chutney Sambar” (Tamil, OPR 68).
- Among international shows, “Squid Game S2” led with an OPR of 73.
Key Trends
- Rise of Regional Content: Tamil and Telugu shows are increasingly drawing attention, signaling a shift toward regional diversity.
- Franchise Power: Global franchises remain a major draw for Indian viewers, solidifying their cross-border appeal.
- Platform Strength: Netflix and Prime Video dominate Hindi originals, while Disney+ Hotstar thrives in regional programming.
India’s streaming market continues to mature, with regional hits and global franchises shaping the industry’s future.
