India’s video-streaming market has seen phenomenal growth over the years, with platforms like YouTube, Netflix, and Meta reshaping the entertainment industry. In 2024, YouTube continued its reign as the most popular streaming service in India, generating impressive revenues and attracting millions of viewers. This article explores YouTube’s dominance, the rise of subscription-based platforms, and the challenges faced by traditional television.
YouTube’s Dominance in India
Revenue and Market Share 
YouTube remains the largest video-streaming platform in India, with a staggering ₹14,300 crore in revenue in 2024. This places it far ahead of competitors like Meta, JioStar, and Netflix. The platform’s ability to attract massive viewership, combined with its ad revenue and creator ecosystem, makes it an unparalleled force in the Indian market.
Key Factors Behind Success
1. Accessibility: YouTube is free and easily accessible, making it popular among users across urban and rural areas.
2. Local Content: A diverse range of regional and local content caters to India’s multilingual audience.
3. Creators’ Ecosystem: The platform supports millions of content creators, driving engagement and loyalty.
4. Mobile-First Approach: With affordable internet and widespread smartphone usage, YouTube benefits from India’s mobile-first audience.
Growth of Subscription-Based Platforms
The Rise of SVoD in 2024
The subscription-based video-on-demand (SVoD) market saw a significant rebound in 2024, adding an estimated 15 million new subscriptions. Platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar contributed to this growth by offering premium content, original series, and exclusive movies.
Future Projections
The total number of streaming video subscribers in India has reached 125 million and is expected to more than double in the next five years, reaching 287 million by 2029. This growth is driven by:
• Increasing internet penetration.
• A shift in consumer behavior towards ad-free, high-quality content.
• Expanding regional content libraries by global and local platforms.
Challenges for Traditional Television
Declining Revenue
While streaming platforms thrive, television had one of its worst years in 2024. The industry’s overall revenue, including both ad and subscription revenue, declined by 8%. This marks a significant shift as viewers increasingly move towards online platforms.
Shift in Viewer Preferences
1. On-Demand Viewing: The convenience of watching content anytime on streaming platforms has reduced the appeal of scheduled television programming.
2. Diverse Choices: Streaming services offer a wider variety of content, from international shows to niche regional programming, attracting younger audiences.
Conclusion
India’s video-streaming market is rapidly evolving, with YouTube leading the charge as the most dominant platform. While subscription-based platforms are witnessing impressive growth, traditional television faces significant challenges in retaining its audience. As India’s digital landscape continues to expand, the competition among streaming platforms is only set to intensify.
For viewers, this evolution means more choices, better content, and a new era of entertainment at their fingertips!
