The Indian streaming industry has reached unprecedented heights in 2024, with platforms like Netflix, Prime Video, and Disney+ Hotstar leading the charge. These OTT giants have successfully transformed the way Indian audiences consume content, blending global appeal with a focus on regional storytelling. As per Ormax Media’s report, “Streaming Originals in India – The 2024 Story”, these platforms dominate the streaming ecosystem with massive viewership, localized strategies, and innovative campaigns.

Let’s take a closer look at what makes them the leaders in this highly competitive landscape.

Hindi Originals Set the Stage

When it comes to Hindi originals, Prime Video and Netflix are clear winners. Prime Video’s Mirzapur Season 3 emerged as the most-watched Hindi web series of the year, with a staggering 30.8 million viewers. The captivating crime drama has established itself as a significant cultural phenomenon, captivating audiences through its compelling narrative and memorable characters.

Another major success for Prime Video was Panchayat Season 3, which recorded 28.2 million viewers. The touching narrative set in rural India resonated deeply with audiences from both urban and rural backgrounds. These achievements underscore Prime Video’s ability to produce engaging, high-quality content that appeals to a diverse audience.

Netflix wasn’t far behind. The platform claimed five spots in the top 15 most-watched Hindi web series. This achievement underscores its growing influence in India’s entertainment landscape. In Hindi cinema, Netflix dominated, capturing 11 out of the top 15 spots. Movies like Do Patti (15.1 million viewers), Sector 36, and Maharaj showcased Netflix’s commitment to producing gripping, character-driven stories.

Regional Content: The New Growth Engine

While Hindi content continues to dominate, regional originals in Tamil and Telugu have emerged as game-changers. Disney+ Hotstar led the regional charge, particularly in the Telugu and Tamil markets, offering content that resonated deeply with audiences.

In Telugu, Save The Tigers Season 2 was the top performer, drawing five million viewers. Similarly, Tamil audiences flocked to Prime Video’s Inspector Rishi, which topped the charts with 4.9 million viewers. Disney+ Hotstar further bolstered its Tamil portfolio, claiming seven of the top 10 spots in the region.

This surge in regional content highlights the shift in audience preferences, as viewers increasingly demand stories in their native languages. Platforms are doubling down on regional investments, recognizing that localized storytelling is key to tapping into India’s vast and diverse market.

Global Franchises Continue to Shine

International content remains a key driver of engagement for Indian audiences. Netflix’s Squid Game Season 2 shattered records as the most-watched international show in India, with 19.6 million viewers. The highly anticipated sequel maintained its global appeal, becoming a favorite in Indian households.

Other international hits included The Boys Season 4 and House of the Dragon Season 2. While international series performed exceptionally well, international films struggled to achieve similar success. Prime Video’s Road House was the only international film to cross the five-million viewer mark, indicating that long-form storytelling is better suited to India’s OTT audience.

Buzz, Marketing, and Viewer Engagement

Marketing played a crucial role in driving viewership. Prime Video’s Mirzapur Season 3 topped Ormax Media’s buzz charts, achieving a 63% peak buzz rating. The platform’s well-crafted promotional campaigns amplified the anticipation around the show, ensuring it became a cultural talking point.

In contrast, Hindi films struggled to generate similar excitement. Netflix’s Do Patti achieved a modest 17% buzz rating, highlighting the challenges of marketing films in an OTT-dominated landscape. On the international front, Netflix’s Squid Game Season 2 stood out yet again, ranking as the second-most-buzzing global property of all time, just behind Money Heist Season 5.

Audience Preferences and Ratings

The Ormax Power Ratings (OPR) revealed some interesting insights into audience preferences. Prime Video’s Panchayat Season 3 was crowned the most-liked Hindi series with an OPR of 77. Its feel-good narrative and relatable characters made it a universal favorite.

In the regional space, 90’s – A Middle Class Biopic (Telugu) topped the charts with an impressive OPR of 83, while Tamil viewers loved Chutney Sambar (68 OPR). Among international shows, Squid Game Season 2 led the pack with a 73 OPR, showcasing its global appeal.

The Road Ahead for India’s Streaming Platforms

As 2024 unfolds, platforms like Netflix, Prime Video, and Disney+ Hotstar are redefining India’s OTT industry. Their ability to blend global content with regional stories has not only captured the attention of millions but also set new benchmarks for innovation in entertainment.

The focus on regional content, combined with the continued success of Hindi originals and international franchises, signals a bright future for India’s OTT market. To maintain their edge, these platforms will need to keep experimenting with unique narratives, aggressive marketing, and tailored user experiences.

With over 70 million subscribers collectively, Netflix, Prime Video, and Disney+ Hotstar are not just entertainment providers—they are shaping the digital habits of a nation. The competition is fierce, the stakes are high, and the winners are the audiences, who now have access to a world of stories at their fingertips.