YouTube has emerged as the most popular online video service in India, followed by JioHotstar, Amazon Prime Video and Netflix, according to a recent industry study.
S&P Global Market Intelligence released the results of its latest India market survey, with some interesting findings. Internet adults (people above the age of 18 with access to the internet) watched close to four hours of TV or video content on average per day.
Close to 31 per cent of these watch hours went to news, while 25 per cent were for sports. The remaining chunk, 44 per cent, was spent watching other types of entertainment, be it TV dramas, comedies, documentaries, and so on.
Almost all respondents to the S&P Global Market Intelligence Kagan 2025 Consumer Insights India survey said they used at least one over-the-top (OTT) video service (streaming service). During the year, which also saw its merger, JioHotstar saw a major uptick in subscribers. Of the surveyed, 73 per cent watched content on JioHotstar.
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However, the true champion of the online video space was none other than YouTube—the OG of video streaming. A whopping 85 per cent of the respondents watched YouTube, making it the most viewed platform in the country.
Amazon Prime Video stood at 63 per cent, while Netflix was at 61 per cent. Almost half of the internet adults in India also used two video on-demand (SVOD) services offering content in regional languages—Zee5 and SonyLIV.
Here are the top 5 most viewed video platforms in India in 2025 according to the survey:
YouTube: 85 per cent
JioHotstar: 73 per cent
Amazon Prime Video: 63 per cent
ZEE5: 47 per cent
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SonyLIV: 45 per cent
The industry survey, however, only gives a picture of the Indian metropolitan setting. According to S&P Global Market Intelligence, the study was done with 68 per cent of respondents residing in large metropolitan areas “where access to home broadband is available for streaming TV and video content to multiple devices, including a television.”
At least 72 per cent of survey respondents had a college degree, it noted. This meant that the study was not a true representation of consumer behaviour across the entirety of the Indian market.
