India’s digital entertainment revolution, once led by a flood of premium content and competitive pricing, now finds itself at a crossroads. By 2025, Indian users are asking a difficult but timely question: “Are we paying too much for too little?” With content production slowing and costs rising, the OTT model that once promised endless binge-worthy content now faces a crisis of trust, fatigue, and declining value perception. This report dives deep into how much Indian users are spending on OTT subscriptions, how they feel about that spend, and whether current subscriptions justify their price.
How Much Are Indians Spending on OTT in 2025?
According to Redseer, the average monthly OTT spend per paying Indian user ranges from ₹240 to ₹280, translating to around ₹3,000 annually if a user subscribes to two or more platforms. This figure is especially relevant in Tier 1 and 2 cities, where most paid users reside. Contrastingly, rural and Tier 3 audiences favour ad-supported or free content platforms.
While the number might not seem excessive in isolation, the issue becomes more layered when viewed alongside content stagnation, increased fragmentation, and user fatigue.
What Are Users Paying For? A Price-Value Breakdown
Here’s a snapshot of current pricing models across popular platforms (as of April 2025):
| Platform | Monthly Plan (₹) | Annual Plan (₹) | Notes |
|---|---|---|---|
| Netflix | ₹149 – ₹649 | ₹1,788 – ₹7,788 | High churn due to pricing |
| Amazon Prime Video | ₹299 | ₹1,499 | Includes shopping, music |
| Disney+ Hotstar | ₹149 – ₹299 | ₹899 – ₹1,499 | Lost HBO, Marvel franchises |
| Sony LIV | ₹299 | ₹999 | Sports-driven |
| Zee5 | ₹99 | ₹999 | Regional content |
| JioStar | ₹29 – ₹149 | ₹299 – ₹1,199 | IPL, HBO, Star, Disney+ merged |
Where’s the Fresh Content? Viewer Frustration Is Growing
Many platforms that once wowed Indian viewers with originals like Sacred Games, Mirzapur, or Aarya have now scaled back content production. Since January 2024:
- Netflix India has released only 2 major original Hindi-language series.
- Disney+ Hotstar no longer offers HBO, Marvel spin-offs, or the Game of Thrones franchise.
- Amazon Prime Video has cut back its Hindi originals slate in favor of regional content.
- Sony LIV maintains sports rights (WWE, European football) but lacks compelling drama or film releases.
The result is a perceived content drought. A LocalCircles survey (March 2025) found that 57% of Indian OTT users feel their current subscriptions are no longer worth the money due to repetitive, outdated, or non-localised content.
User Behavior in 2025: The Era of Subscription Cycling and Value-Hunting
India’s OTT consumers have matured and become strategic. YouGov’s 2025 OTT Pulse Survey reveals that:
- Only 28% of paying users now subscribe to more than two services, down from 42% in 2023.
- Subscription cycling is common: users subscribe for a month, binge a show, and cancel before renewal.
- Over 60% of viewers in Tier 2/3 cities prefer freemium or ad-supported models like JioStar’s basic tier or MX Player.
- Bundled OTT access via mobile/telco plans (Jio, Airtel, Vi) now drives over 40% of Prime Video and Hotstar usage.
This indicates that while users still want content, they are unwilling to overpay, especially for stale libraries or platforms that lack regional or timely offerings.
The Rise of JioStar: A Post-Merger Disruptor
The February 2025 merger between JioCinema and Disney Star has created JioStar, a unified platform offering the most diverse content catalogue in India sports, Hollywood, Indian serials, and Disney+
JioStar Pricing Tiers (April 2025):
| Plan Tier | Monthly | Annual | Key Benefits |
|---|---|---|---|
| Basic (Mobile) | ₹29 | ₹299 | SD, partial access, ads |
| Standard | ₹99 | ₹899 | HBO, Disney, 2 screens |
| Premium | ₹149 | ₹1,199 | IPL live, 4K, Star TV, 4 screens |
The Telco Bundle Effect: Survival Through Partnerships
In India, where ARPU for digital services remains low, OTT platforms have increasingly bundled with telecom giants to retain users. Examples include:
- JioFiber and Jio mobile plans offering free access to JioStar Premium.
- Airtel Xstream with Disney+ Hotstar and Sony LIV.
- Vi Movies & TV including Zee5 and Sony LIV in combo packs.
Without these bundles, standalone OTT subscriber bases would likely drop by 25–40%, according to Deloitte India Media Outlook 2025.
What Lies Ahead?
1. Consolidation Likely
Expect a wave of platform mergers or aggregation apps, where multiple OTTs are bundled into a single subscription (e.g., Tata Play Binge, Times Prime).
2. Freemium Will Lead
With ad revenues rising and viewer fatigue setting in, freemium models will gain dominance—especially in semi-urban and rural India.
3. Regional Is the New King
Platforms investing in original regional content (e.g., Telugu, Tamil, Marathi) are seeing double-digit engagement growth even in 2025.
4. Churn Will Continue
Unless content pipelines stabilize, users will keep hopping between platforms—threatening long-term viability of expensive subscriptions.
Are OTT Subscriptions Still Worth Paying For?
The answer in 2025 is: Only sometimes, and very selectively.
If you’re an IPL fanatic or a fan of global shows like Succession or The Mandalorian, JioStar offers unmatched value across genres and languages. If you’re relying on a telco bundle, platforms like Prime Video or Sony LIV can still serve you well. But if you’re paying ₹649/month for Netflix and getting no new content for three months, the math doesn’t add up.
Platforms must evolve or lose relevance in a price-sensitive, content-hungry country like India. That means more originals, flexible pricing, and better bundling or risk becoming another forgotten tab in an overcrowded app drawer.
