- Indian streaming platforms receive a boost in overseas viewership, accounting for a quarter of total views.
- The sector is producing substantial revenue while establishing itself as a key vehicle for globally promoting Indian culture.
- Despite the surge, piracy continues to drain revenue, emphasizing the need for greater anti-piracy efforts.
Indian content is gaining worldwide traction, and the significant increase in global viewership is being welcomed as a watershed moment for India's digital entertainment and creative economy.
Reportedly, streaming platforms have broken down the long-standing distribution obstacles and provided direct access to viewership across the globe. As a result, overseas markets now account for roughly 25% of overall viewership for Indian OTT and digital shows, noted Gunjan Soni, YouTube Head India, in CII’s Big Picture Summit, 2025.
This global demand for Indian streaming entertainment comes at a critical time. As per industry reports, the Indian OTT market generated around ₹37,940 crore in sales in fiscal year 2024-25. YouTube has the highest market share at around ₹14,300 crore (about 37.7%), followed by other platforms. This highlights how both local and global popularity are impacting the financial picture of streaming.
Global demand for Indian OTT Drives Revenue Despite Piracy Issues
In the Big Picture Summit 2025, industry executives like YuppTV CEO Uday Reddy, noted that platforms such as Netflix and Prime Video are driving this trend. Through subtitles and dubbing, these platforms are ultimately eliminating the language barriers and enabling Indian originals to go global.
In fact, domestic streaming platforms like ZEE5 have also seen consistent viewership across the US, UK, MENA, and APAC, said Siju Prabhakaran, Chief Business Officer, ZEE5 India and Global. The growth of the platform is supported by their strategic moves, offering simulcasts, language localization, and distribution tie-ups.
It suggests the area has a lot of growth potential, and the Indian entertainment business should look overseas. The industry could present itself as a key soft-power tool for the government, capable of promoting India's cultural imprint on a large scale.
Nevertheless, the boom also exposes vulnerabilities. Piracy has been draining nearly ₹10,000 crore in annual revenue, an amount that should be reinvested into the industry. According to a study performed last year by EY and IAMAI, 51% of Indian media users use pirated content, with streaming services accounting for the highest percentage (63%). As per the report, India's piracy economy was estimated to be worth ₹22,400 crore in 2023, with OTT content accounting for approximately ₹8,700 crore.
Indian Streaming Content Set to Become a Global Cultural Export
2025 may be a pivotal year for Indian digital entertainment, as global viewers can enjoy a diverse range of content, from urban dramas to regional storylines. While piracy remains an issue, the increase in international viewership showcases Indian OTT content as a rising cultural export.
As noted in the CII Big Picture Summit 2025, to sustain this growth, industry actions like anti-piracy measures and unified regulations will be required to protect talent and intellectual property. With these efforts in effect, 2025 may be recognized as the year Indian OTT crossed national borders.
