The first dependent Indian OTT platform wasBIGFlix, launched byReliance Entertainment in 2008.[2]In 2010 Digivive launched India's first OTT mobile app called nexGTv, which provides access to both live TV and on–demand content. nexGTV was the first app to live–streamIndian Premier League matches on smart phones and did so during 2013 and 2014. The livestream of the IPL since 2015, when rights were won,[3] played an important role in the growth of another OTT platform, Hotstar (now JioHotstar) in India.[4][needs update]OTT Platforms gained significant momentum in India when bothDittoTV (Zee) andSony Liv were launched in the Indian market around 2013.
Following the initial push of Regional OTT platforms likeAha, Hoichoi,Sun NXT,Planet Marathi,Chaupal &MX Player. The Indian OTT industry saw rapid transformation with the entry of global OTT companies such asNetflix andAmazon Prime Video into the Indian market in 2016. Replacement of this competition with global enterprises caused local rivals to innovate in both region and hyper-regional content.[5]
Hotstar (now JioHotstar) is the most subscribed–to OTT platform in India, owned byJioStar as of February 2025, with around 500 million active users and over 650 million downloads.[6] According to Hotstar's India Watch Report 2018, 96% of watch time on Hotstar comes from videos longer than 20 minutes, while one–third of Hotstar subscribers watch television shows.[7] In 2019, Hotstar began investing ₹120 crore in generating original content such as "Hotstar Specials." 80% of the viewership on Hotstar comes from drama, movies and sports programs.[6] Hotstar has the exclusive streaming rights ofIPL in India.[8]
American streaming serviceNetflix entered India in January 2016. In April 2017, it was registered as alimited liability partnership (LLP) and started commissioning content. It earned a net profit of ₹2020,000 (₹2.02 million) for fiscal year 2017. In fiscal year 2018, Netflix earned revenues of ₹580 million.[9] According toMorgan Stanley Research, Netflix had the highest average watch time of more than 120 minutes but viewer counts of around 20 million in July 2018.[7] As of 2018, Netflix has six million subscribers, of which 5–6% are paid members.[10]
India was not affected by Netflix's July 2018 increase in subscription rates for the US and Latin America. Netflix has stated its intent to invest ₹600 crore in the production of Indian original programming.[11] In late 2018, Netflix bought 150,000 square feet (14,000 m2) of office space in Bandra–Kurla Complex (BKC) in Mumbai as their head office. As of December 2018, Netflix has more than 40 employees in India.[9]
Sun NXT is an Indian video on demand service run bySun TV Network. It was launched in June 2017, streaming in theTamil language and six other languages. The platform has more than 4,000Tamil movies and 200 Tamil shows, as well as regional movies and shows.[12][13] Sun NXT also streams a large library of its ownSun TV shows and movies.
Amazon Prime Video was launched in 2016. The platform has[when?] 2,300 titles available including 2,000 movies and about 400 shows. It has announced that it will invest ₹20 billion in creating original content in India. Besides English, Prime Video is available in six Indian languages as of December 2018.[14] Amazon India launched Amazon Prime Music in February 2018.[15]
Eros Now, an OTT platform launched byEros International, has the most content among the OTT providers in India, including over 12,000 films, 100,000 music tracks and albums, and 100 TV shows.[citation needed] Eros Now was named the Best OTT Platform of the Year 2019 at the British Asian Media Awards.[when?] It has 211.5 million registered users and 36.2 million paying subscribers as of September 2020.[16]
In February 2020,Aha OTT platform was launched, broadcasting exclusivelyTelugu content.[17]
In 2021,Planet Marathi became the first OTT platform dedicated toMarathi content in India, including web-series, films, music, theater, fiction and non-fiction reality shows. It is available for both Android and iOS mobile devices along with Android TV and Amazon Fire TV devices. Bollywood actressMadhuri Dixit helped launch the platform.[18][19]
This articleis missing information about what specifically is considered obscene by regulators. Please expand the article to include this information. Further details may exist on thetalk page.(April 2024)
According to media reports, between 2018 and 2024, some OTT platforms emerged which started showing porn in the form ofweb series. Both theSupreme Court andDelhi High Court say that OTT regulation is necessary.[42][43][44][45]
On 15 April 2023,I&B Secretary Apurva Chandra has said because of the government's soft-touch regulations on OTT industry have led to the creation of content that is undesirable and vulgar.[48]
On 26 April 2023,MIB India said that if nudity and obscenity is seen on any OTT platform, strict action will be taken against it.[49]
On 16 May 2023, Don't show obscene content,parliamentary panel told to Netflix and Amazon Prime Video.[50][51]
On 18 July 2023, Anarug Thakur said in a meeting with all OTTstakeholders that demeaningIndian culture will not be tolerated. OTT can't show vulgarity and nudity in the garb of 'creative expression'.The cited sources do not mention vulgarity - they say this was about demeaning Indian culture/society.[53][54]
On 22 August 2023, Indian government assured that it will bring rules and regulation to regulate vulgar and obscene content on social media and OTT platforms.[55][56]
On 10 November 2023, MIB India introduces the 'Broadcasting Service Regulation Bill', which includedProgramme code with Content Evaluation Committee(CEC) for every OTT platforms. Currently public consultation is ongoing till 15 January 2024.[57]
The draft bill mandates that all OTT streaming platforms can only broadcast those web series or content, which will be duly certified by Content Evaluation Committee(CEC).[58]
On 14 March 2024, theMinistry of Information and Broadcastingbanned over 18 OTT apps fromGoogle play store and suspended all of their 57social media accounts, as well as closed nineteen streamingwebsites. The banned platforms were MoodX, Prime Play, Hunters, Besharams, Rabbit movies, Voovi, Fugi, Mojflix, Chikooflix, Nuefliks, Xtramood, Neon X VIP, X Prime, Tri Flicks, Uncut Adda, Dreams Films, Hot Shots VIP, and Yessma.[59][60][61]
On 25 July 2025, theMinistry of Information and Broadcastingbanned from 25 OTT apps fromGoogle play store and all of their 40social media accounts, as well as 26 closed streamingwebsites. The banned platforms were includeALTT, Ullu, Big Shots App, Desiflix, Boomex, NeonX VIP, Navarasa Lite, Gulab App, Kangan App, Bull App, ShowHit, Jalva App, Wow Entertainment, Look Entertainment, Hitprime, Fugi, Feneo, ShowX, Sol Talkies, Adda TV, HotX VIP, Hulchul App, MoodX, Triflicks, Mojflix.[62][63]
Currently OTT is regulated under theIT Rules 2021, which clearly stated that 'No content that is prohibited by law at the time being force can bePublishing or transmitted'. MIB has continuously taking action on OTT platform, who has violating theIT Act 67A, which prevent Publishing and transmitting obscene materials.[64]
The owners of several OTT platforms on which obscene content was streamed were arrested and all theirbank accounts were also frozen.[67][68][69]
On 27 June 2023,DPCGC took punitive action against Ullu for streaming obscene content and asked them to remove all their explicit shows or remove all adult scenes within 15 days.[70][71]
In March 2023, theDelhi High Court had said framing rules and regulations to regulate the content on social media and OTT platforms needs urgent attention.[74]
IAMAI again pledges self-regulation for OTT platforms. Content creators and producers in India, as mentioned in the report, already face many challenges, including the multiplicity of legislation and forums for filing complaints. The study paper by The Dialogue Internet and IAMAI found that these challenges lead to compliance uncertainties, self-censorship, and unwarranted economic burden. A private association of current affairs and news television broadcasters has expressed strong reservations against the Draft Broadcasting Services (Regulation) Bill, 2023, which it warned would have a "chilling effect" on the freedom of speech and expression, News Broadcasters & Digital Association (NBDA) said in a submission to the information and broadcasting ministry.[75][76][77][78]
