YouTube and Meta Capture 89% of India’s Online Video Viewership, Says AVIA Report 2025

According to the Asia Video Industry Association’s (AVIA) Asia Video Industry Report 2025, user-generated content (UGC) and social video platforms such as YouTube and Meta are taking the lion’s share of online video viewership in India. Together, they account for a staggering 89% of total video consumption in the country. These platforms are not just dominant in terms of viewership, but also in generating revenue, contributing 57% of online video revenue during the first three quarters of 2024. This highlights the growing influence and reach of social video ecosystems in India.

The report indicates a continued upward trajectory for subscription-based video-on-demand (SVOD) platforms, which are slowly recovering from past dips. The number of SVOD subscribers in India rose from 110 million at the end of 2023 to 120 million by mid-2024. This suggests that consumers are increasingly willing to pay for premium content, although free, ad-supported models continue to flourish. In contrast, ad-supported video-on-demand (AVOD) platforms, such as Amazon MiniTV (now integrated with Amazon MX Player), are gaining ground, with 23% viewer penetration, underlining the rising demand for free video content that is monetized through advertising.

One of the major contributors to the growth of the video landscape in India is the increasing popularity of live sports. High-profile events, including the Indian Premier League (IPL) on Jio Cinema and the ICC T20 World Cup on Disney+ Hotstar, have played a pivotal role in driving video consumption. These live sports events are not only significant for drawing large audiences but also for boosting ad revenues. In fact, live sports content now accounts for 70% of the premium video advertising revenue in India, making it an essential driver of growth for video platforms.

Additionally, the massive viewership associated with live sports has also led to a reduction in piracy, as more users turn to legitimate streaming options for high-quality, real-time viewing experiences.

The AVIA report outlines several key challenges and opportunities facing the online video sector. Among the primary priorities for the industry is tackling the persistent issue of piracy. The AVIA’s Coalition Against Piracy (CAP) aims to combat illegal streaming services through collaboration with governments, tech providers, and the broader industry. Addressing piracy is vital not only for protecting revenue streams but also for safeguarding the content creators and legitimate platforms that drive the ecosystem.

Another key focus is the promotion of ad-supported premium content. With the rapid shift towards digital platforms, AVIA emphasizes the need for a robust model that supports brand-safe and effective advertising. As digital video consumption continues to grow, advertisers must adapt to new formats and ways of connecting with consumers while ensuring that ads are well-targeted and unobtrusive.

Regional engagement also remains a top priority for the video industry. As India is a highly diverse country with various regional languages and cultural preferences, understanding and catering to local tastes is essential. Platforms that can engage deeply with regional audiences—by offering content in local languages and addressing regional tastes—are poised to capture a larger share of the market. The diversity of India’s population makes regional targeting a lucrative opportunity for video platforms looking to expand their subscriber base and maximize viewership.

Lastly, modernizing regulatory frameworks is crucial in adapting to the rapidly changing landscape of digital video consumption. The AVIA report highlights the need for updated regulations that reflect the nuances of contemporary video platforms. As streaming platforms evolve, the need for clear, forward-thinking policies becomes even more pressing. These frameworks will need to address issues ranging from content moderation to data privacy, ensuring that all players in the video ecosystem operate within a well-structured and equitable environment.

The AVIA report paints a picture of a rapidly evolving online video market in India. Platforms like YouTube and Meta continue to dominate both in terms of viewership and revenue, while subscription-based services and ad-supported models are experiencing growth. However, challenges like piracy and the need for regulatory reform remain crucial areas for attention. As the industry continues to innovate and adapt, India’s video market is set to remain one of the most dynamic and competitive in the world.

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