Top 5 OTT Brands in India (2025)

Introduction

The OTT sector in India has grown significantly as a result of expanding internet access, increased mobile device usage, and rising demand for on-demand content. With over 500 million active users, the market is likely to surpass $10 billion by the end of the year. Consumers in India are increasingly turning away from traditional cable TV and toward internet-based streaming platforms, owing to the convenience and wide variety of content offered. OTT services cover a wide range of genres, from movies and TV shows to original web series, to cater to a diversified audience. The market is characterized by the arrival of global firms and the establishment of local platforms, resulting in a competitive environment. Platforms are investing in original content, flexible pricing alternatives, and AI to personalize user experiences. However, they are also up against stiff competition and shifting restrictions. As more consumers prefer on-demand entertainment, the OTT landscape in India is set for significant growth.

Top 5 OTT Platforms in India (2025)

1. JioHotstar

Target Audience – Mass Audience (General Entertainment Consumers), Sports Enthusiasts (Especially Cricket Fans), Families & Housewives (Daily TV Show Watchers), College Students, Marvel & DC viewers and Binge Watchers.

Positioning – JioHotstar position itself as a Affordable entertainment platform with live online cricket destination and infinite content.

Tagline – “Infinite possibilities”

Most Successful Marketing campaign – JioHotstar recently launched a highly successful marketing campaign to announce its merger, using a unique approach by featuring different celebrities in each ad to cater to a wider audience. Top stars like Salman Khan, Ranbir Kapoor, Hrithik Roshan, Rohit Sharma, Rishabh Pant, Ram Charan, and many more were roped in to promote the platform. Each celebrity addressed their fanbase, highlighting the merger and showcasing the diverse content offerings now available on JioHotstar. This strategic use of celebrity influence helped the campaign gain massive reach and engagement, making it a huge success.

2. Amazon Prime Video’s

Target Audience – Young Adults (18-35 years), Families (30-60 years), Movies and web series Buffs, and standup comedy viewers.

Positioning – Amazon Prime Video India positions itself as a one-stop entertainment destination by offering a diverse content library, including regional originals, global content, and blockbuster movies, catering to a wide range of audiences. Its bundled subscription with Amazon’s e-commerce services adds extra value, making it a cost-effective choice for consumers.

Tagline – 

• “India Ka Naya Prime Time”
• “Sach Mein Too Much”

Most Successful Marketing campaign – Amazon Prime India’s #SachMeinTooMuch campaign, launched in May 2023, aimed to highlight the abundant benefits of a Prime membership, including fast and free delivery, exclusive offers, and unlimited entertainment. The campaign featured relatable ads showing people enjoying these benefits, emphasizing how a single membership offers so much value. It was conceptualized by Media Monks and Ogilvy, creatively showcasing the “joy of more” that Prime members experience, encouraging both new sign-ups and maximum utilization of membership benefits.

3. Netflix

Target Audience – Young Adults, Urban Millennials, Niche Content Lovers, Cinephiles and Content oriented Audience.

Positioning – Netflix India positions itself as a premium, global, yet locally relevant entertainment platform offering high-quality, exclusive content for diverse audiences. It combines international hits like Stranger Things with Indian Originals like Sacred Games and regional language shows, catering to youth, families, and niche audiences. With personalized recommendations, and features like offline downloads, Netflix emphasizes convenience and flexibility. It stands out as a trendy, youth-centric brand while also being a family-friendly hub, blending global appeal with deep cultural relevance to dominate India’s competitive OTT market.

Tagline – 

• “See What’s Next.”
• “Netflix And Chill”

Most Successful Marketing campaign –Netflix’s “Toh Baat Pakki?” ad under #NetflixForAll highlights its diverse content for everyone. The ad shows a girl impressing her prospective in-laws by discussing classic family films and winning over the groom by subtly mentioning popular series like Money Heist and Squid Game. The campaign emphasizes that Netflix has something for everyone, catering to both traditional and modern tastes.

4. Zee5

Target Audience – 

Regional Language Audiences (specially South movie viewers), Youth, Family and Budget-Conscious Users.

Positioning – ZEE5 positions itself as a versatile, inclusive, and affordable platform that caters to India’s diverse linguistic and cultural preferences, making it south movies hub and go-to choice for regional and mainstream entertainment.

Tagline –

• “Roz Kuch Naya Bante Raho”
• ”Dekhtey Reh Jaogey”

Most Successful Marketing campaign – ZEE5’s ‘ZEE5 TV Dekha Kya?’ campaign, launched approximately six months ago, aimed to promote the platform’s AVOD (Advertising-Based Video on Demand) content on smart TVs. The campaign humorously addressed the inconvenience of missing favorite TV shows due to fixed broadcasting schedules. In the TVC, a frustrated mother, having missed her show, is introduced by her child to ZEE5 on a connected TV, highlighting the platform’s flexibility and diverse content accessible anytime. This initiative emphasized ZEE5’s commitment to educating users about the convenience of watching their preferred TV shows on ZEE5’s AVOD service, ‘ZEE5 TV Apna TV.’

5. SonyLIV

Target Audience – Sports Enthusiasts, Urban and Metro Audiences , Youth, families, Sony channel viewers, and web series enthusiast.

Positioning – SonyLIV positions itself as a premium digital entertainment platform that combines live sports, originals, and popular TV shows to cater to a wide range of audiences.

Tagline – “We LIV to Entertain”

Most Successful Marketing campaign – One of the most successful was for the web series ‘Scam 1992’, launched in October 2020. This series, chronicling the life of stockbroker Harshad Mehta, received widespread acclaim, achieving a 9.6 rating on IMDb. The marketing strategy included an innovative email campaign that effectively targeted subscribers based on their viewing habits, resulting in a significant increase in subscriptions and website traffic.