India Advertising Video on Demand Market Size, Share, Trends and Forecast by Type, Content, and Region, 2026-2034

India Advertising Video on Demand Market Summary:

The India advertising video on demand market size was valued at USD 2.07 Billion in 2025 and is projected to reach USD 19.17 Billion by 2034, growing at a compound annual growth rate of 28.07% from 2026-2034.

The India advertising video on demand market is experiencing robust expansion as consumers increasingly prefer free, ad-supported streaming services over traditional subscription models. Rising smartphone penetration, widespread internet accessibility, and the growing demand for diverse regional content are accelerating platform adoption across urban and rural regions. The proliferation of digital-first entertainment consumption habits, combined with competitive data pricing and 5G network deployment, is reshaping how audiences engage with video content, thereby expanding advertising opportunities for brands seeking to reach India's digitally connected population across the advertising video on demand market share.

Key Takeaways and Insights:

• By Type: Pre-roll advertisement dominates the market with a share of 35% in 2025, driven by high viewer attention before content playback and strong brand recall rates.
   
• By Content: Media and entertainment leads the market with a share of 72% in 2025, fueled by massive demand for drama series, reality shows, and Bollywood film streaming.
   
• Key Players: India's AVOD market features intense competition among domestic and global platforms. The competitive landscape is characterized by strategic mergers and consolidations, with leading players commanding significant streaming market share. Major platforms maintain leadership in ad-supported viewership, while emerging players target tier-2 and tier-3 cities with free regional content. Other notable platforms are expanding freemium offerings to capture price-sensitive audiences.

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The India advertising video on demand market is witnessing transformative growth as digital entertainment consumption patterns evolve rapidly across the country. The convergence of affordable smartphones, competitive data pricing, and widespread 4G and 5G network coverage has democratized access to streaming content, particularly in tier-2 and tier-3 cities. Platforms are investing heavily in regional language content spanning Tamil, Telugu, Kannada, Bengali, and Marathi to capture linguistically diverse audiences. For instance, in February 2025, JioHotstar, which combines JioCinema and Disney+ Hotstar, two of India's top platforms for premium sports, entertainment, and much more, was unveiled by JioStar, the recently established joint venture formed by the merging of Viacom18 and Star India. This convergence of brands, extensive content, state-of-the-art features, and a sizable audience and subscriber base represents an unprecedented worldwide milestone in the streaming industry. With over 50 crore users, around 3 lac hours of entertainment, and unmatched live sports coverage, JioHotstar is poised to transform entertainment and open up endless possibilities for viewers. This consolidation reflects the industry's shift toward scale-driven advertising models that leverage massive reach and data-driven targeting to deliver personalized ad experiences for brands.

India Advertising Video on Demand Market Trends:

Growing Investment in Regional Language Content Production

AVOD platforms are intensifying investments in vernacular content to capture India's linguistically diverse population. Streaming services are producing original series, films, and entertainment programming in multiple regional languages to attract audiences who prefer content in their native tongue. For instance, India's OTT ecosystem now features content production in over 19 languages, with platforms offering multilingual commentary for sports events and dubbed versions of popular international shows. This localization strategy enables platforms to penetrate underserved markets and build strong viewer loyalty across different states. For instance, as per the industry reports. regional language consumption is expected to overtake Hindi content by 2025–2026, with 48% of material distributed on OTT platforms in 2024 being in regional languages. This reflects a growing trend of dubbed and subtitled content to reach more audiences.

Rising Adoption of Programmatic Advertising and AI-Driven Targeting

The AVOD ecosystem is increasingly leveraging programmatic advertising technologies and artificial intelligence to deliver personalized ad experiences. Advanced algorithms analyze viewer behavior, demographics, and preferences to enable real-time ad placement optimization. Platforms are implementing dynamic ad insertion technologies that seamlessly integrate advertisements without disrupting content flow. Industry reports indicate that AI-powered recommendation engines now scan millions of ad slots per second, helping advertisers achieve higher engagement rates and improved return on investment through precise audience targeting. According to the Dentsu e4m Digital Advertising Report 2025, programmatic buying surged to capture 42% of India's digital ad spend in 2024, experiencing a growth rate of 21% compared to the previous year 2023. According to industry experts, programmatic channels will account for 50–55% of digital ad spending due to improvements in cross-device attribution, AI-led optimizations, and real-time bidding mechanisms.

Expansion of Connected Television and Multi-Screen Advertising

Connected television is emerging as a significant growth channel within India's AVOD landscape. Smart TV adoption is accelerating as consumers seek premium viewing experiences on larger screens. Advertisers are increasingly adopting cross-screen retargeting strategies that follow viewers from television to mobile devices. According to industry forecasts, connected TV advertising is expected to capture 42% share of total television ad spending by 2027, with platforms offering innovative formats including shoppable video ads and interactive branded content experiences.

Market Outlook 2026-2034:

The market outlook for the forecast period reflects accelerating expansion, supported by rising digital entertainment consumption, increasing advertiser confidence in streaming platforms, and continued infrastructure development. Freemium and hybrid monetization models are gaining prominence as platforms balance audience accessibility with revenue optimization. Major industry consolidations and strategic partnerships are reshaping competitive dynamics, creating scaled advertising ecosystems. For instance, as per the Internet in India Report 2023 by IAMAI and Kantar, over 800 million people use the internet in India, and 86% of them utilize over-the-top (OTT) music and video services, making it the country's most popular technology. The market generated a revenue of USD 2.07 Billion in 2025 and is projected to reach a revenue of USD 19.17 Billion by 2034, growing at a compound annual growth rate of 28.07% from 2026-2034.

India Advertising Video on Demand Market Report Segmentation:

Type Insights:

• Pre-Roll Advertisement
• Mid-Roll Advertisement
• Post-Roll Advertisement

The pre-roll advertisement dominates with a market share of 35% of the total India advertising video on demand market in 2025.

Pre-roll advertisements have emerged as the dominant advertising format in India's AVOD market due to their strategic placement before content playback, ensuring maximum viewer attention and brand visibility. These advertisements, typically lasting 15-30 seconds, capture audiences when engagement levels are highest, as viewers are primed and anticipating content. The format's non-skippable nature during the initial seconds guarantees complete message delivery, making it highly effective for brand awareness campaigns and product launches targeting digitally engaged consumers.

The effectiveness of pre-roll advertising is further amplified by advanced programmatic targeting capabilities that enable advertisers to deliver personalized messages based on viewer demographics, preferences, and behavior. Leading AVOD platforms leverage AI-powered algorithms to optimize pre-roll ad placement, ensuring higher click-through rates and improved return on investment. Advertisers increasingly prefer pre-roll formats for their ability to reach captive audiences across multiple devices, including smartphones, tablets, and connected televisions, thereby maximizing campaign reach and frequency.

Content Insights:

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• Media and Entertainment
• Education
• Others

The media and entertainment leads with a share of 72% of the total India advertising video on demand market in 2025.

Media and entertainment content dominates India's AVOD landscape, driven by the massive consumer appetite for drama series, reality shows, comedy programs, and film streaming. Indian audiences demonstrate strong preference for engaging entertainment content, with platforms witnessing substantial viewership for original web series and theatrical releases. The segment's dominance is attributed to diverse content offerings spanning multiple genres including crime thrillers, family dramas, and romantic comedies that resonate with viewers across different age groups and regional preferences.

The media and entertainment segment benefits from continuous content investment by AVOD platforms seeking to differentiate their offerings and capture viewer loyalty. Platforms are producing high-quality original series across multiple genres including crime thrillers, biographical dramas, and family entertainment to attract diverse audiences. For instance, critically acclaimed shows like Scam 1992, Panchayat, and Mirzapur have generated millions of viewers on ad-supported platforms, demonstrating entertainment content's unmatched ability to drive advertising impressions and sustain viewer engagement for extended periods.

Region Insights:

• North India
• South India
• East India
• West India

North India is driven by large population concentrations in states including Uttar Pradesh, Delhi, Punjab, and Rajasthan. Hindi-language content dominates this region, with platforms investing heavily in Bollywood films, web series, and entertainment programming. Metropolitan areas including Delhi-NCR demonstrate high advertising value due to elevated purchasing power and brand awareness among urban consumers.

South India represents a rapidly growing market with strong demand for regional language content in Tamil, Telugu, Kannada, and Malayalam. The region's established film industries and cultural affinity for cinema translate into high streaming engagement. Dedicated regional platforms alongside national services compete intensively for southern audiences, driving content innovation and production investments.

West India, anchored by Maharashtra and Gujarat, combines metropolitan sophistication with regional content preferences. Mumbai's entertainment industry presence ensures steady premium content availability, while Marathi and Gujarati language programming attracts dedicated viewership. Gujarat's entrepreneurial culture creates receptive audiences for diverse advertising categories.

East India including West Bengal, Odisha, and northeastern states demonstrates growing AVOD adoption as internet infrastructure improves. Bengali content holds strong cultural loyalty, with regional platforms developing original programming. The region presents expansion opportunities as smartphone penetration accelerates across tier-2 and tier-3 cities.

Market Dynamics:

Growth Drivers:

Why is the India Advertising Video on Demand Market Growing?

Surging Smartphone Penetration and Affordable Internet Access

India's AVOD market is significantly driven by unprecedented smartphone adoption and dramatically reduced data costs. The country now hosts nearly one billion internet users, with mobile devices serving as the primary gateway to digital content for the majority of the population. Competitive dynamics among telecom operators have driven data prices to among the lowest globally, enabling consumers across economic segments to access streaming services without prohibitive costs. For instance, according to Nokia's annual Mobile Broadband Index (MBiT) report, India's 5G subscriber base is predicted to increase by 2.65 times, from 290 million in 2024 to 770 million by 2028. This infrastructure expansion ensures high-quality video streaming becomes accessible even in previously underserved regions, substantially expanding the addressable market for AVOD platforms and advertisers.

Growing Consumer Preference for Free, Ad-Supported Content

Indian consumers demonstrate strong preference for free entertainment options, making AVOD models particularly successful in the market. Subscription fatigue affecting multiple global markets is pronounced in India, where price sensitivity shapes media consumption decisions. Audiences willingly accept advertising in exchange for free access to quality content, creating sustainable monetization opportunities for platforms. Major platforms have responded by prioritizing freemium models that offer substantial free content libraries while reserving premium features for paying subscribers, effectively capturing diverse audience segments.

Increasing Investment in Regional and Vernacular Content

The escalating focus on local and regional content production represents a transformative growth driver for India's AVOD market. Platforms recognize that India's linguistic diversity demands content strategies extending beyond Hindi and English programming. Investments in regional language productions spanning Tamil, Telugu, Kannada, Bengali, Marathi, and numerous other languages have unlocked previously untapped audience segments. For instance, streaming services now offer content and interface options in over 19 languages. This localization strategy enables platforms to build authentic connections with regional audiences who prefer consuming content in their native languages, driving both viewership and advertising engagement across India's culturally diverse landscape.

Market Restraints:

What Challenges the India Advertising Video on Demand Market is Facing?

Intense Market Fragmentation and Competitive Pressure

The Indian AVOD market faces significant fragmentation with over 60 streaming platforms competing for viewer attention and advertising revenue. This proliferation creates challenges for smaller players struggling to achieve sustainable scale while forcing continuous content investment among established platforms. Advertisers face complexity navigating multiple platforms to achieve comprehensive reach.

Persistent Digital Piracy Reducing Revenue Potential

Digital piracy remains a substantial challenge for India's streaming ecosystem, with unauthorized content distribution reducing legitimate platform revenues. Industry estimates suggest platforms lose significant revenue percentages to piracy, discouraging investment in original content and limiting advertiser confidence in reach metrics. Enforcement challenges complicate efforts to protect intellectual property.

Rising Content Production Costs and Regulatory Uncertainty

Escalating content production expenses strain platform economics as competition intensifies for talent, production resources, and licensing rights. Simultaneously, evolving regulatory frameworks create uncertainty around content standards and compliance requirements, requiring platforms to balance creative expression with governance expectations while maintaining profitability.

Competitive Landscape:

The India advertising video on demand market exhibits a dynamic competitive landscape characterized by both global technology giants and domestic streaming platforms vying for market leadership. Competition centers on content quality, regional language offerings, advertising technology capabilities, and user experience optimization. Major industry consolidation has reshaped market dynamics, with strategic mergers creating scaled platforms offering comprehensive content libraries and advanced advertising solutions. Players are investing in programmatic advertising infrastructure, AI-driven personalization, and data analytics to enhance targeting precision and advertiser returns. Regional content differentiation serves as a key competitive strategy, with platforms developing localized programming to capture linguistically diverse audiences. Innovation in ad formats, including shoppable video and interactive experiences, continues driving competitive differentiation.

Recent Developments:

• October 2024: In order to provide free, ad-supported entertainment, Amazon purchased the MX Player app and combined it with MiniTV to create Amazon MX Player. By meeting the increasing demand for free streaming services and extending its reach into tier-2 and tier-3 cities, this action enhanced Amazon's position in the Indian AVOD market.
• October 2024: As the firm continues to grow in India and invest in its entertainment offerings, Amazon announced that Indian Prime subscribers would start to see commercials in their films and TV series next year. This strategic shift enhances AVOD service reach by offering affordable, ad-driven alternatives to traditional paid subscriptions.

India Advertising Video on Demand Market Report Coverage: