Netflix, Prime Video, and Disney+ Hotstar shape India's streaming trends in 2024

Prime Video and Netflix Lead Hindi Content, While Disney+ Hotstar Shines in Regional Offerings

India's streaming landscape in 2024 was marked by the dominance of Prime Video and Netflix in Hindi content and Disney+ Hotstar's impressive foothold in Tamil and Telugu originals, as revealed by Ormax Media's report, "Streaming Originals in India - The 2024 Story."

The report provides an in-depth analysis of India's evolving OTT ecosystem, focusing on original content across Hindi, Telugu, Tamil, and international languages. Metrics like viewership, marketing buzz, and content strength highlight the rising influence of regional hits and global franchises in shaping audience preferences.

Key Insights from the Ormax Report

Top Performers in Hindi Originals

Prime Video’s Mirzapur S3 emerged as the most-watched Hindi web series in 2024, with an astounding 30.8 million viewers. Following closely was Panchayat S3, also from Prime Video, drawing 28.2 million viewers. Together, Prime Video and Netflix secured 10 out of the Top 15 spots in the Hindi web series category.

Netflix dominated Hindi films, claiming 11 of the Top 15 positions. Leading the pack was Do Patti, which garnered 15.1 million viewers, followed by Sector 36 and Maharaj.

The Rise of Regional Content

The regional OTT space saw a surge in viewership, particularly in Telugu and Tamil originals. Disney+ Hotstar’s Save The Tigers S2 topped Telugu charts with five million viewers, trailed by B&B: Bujji and Bhairava. In Tamil, Prime Video’s Inspector Rishi led with 4.9 million viewers, while Disney+ Hotstar dominated with seven of the Top 10 Tamil originals.

International Hits Resonate with Indian Audiences

Global franchises continued to captivate Indian viewers. Netflix’s Squid Game S2 was the most-watched international show in India, attracting 19.6 million viewers. Other notable hits included The Boys S4 and House of the Dragon S2. However, international films had a modest impact, with Prime Video’s Road House being the only one to surpass five million viewers.

Marketing and Buzz

Prime Video’s Mirzapur S3 stood out as the most-buzzing Hindi web series, achieving a 63% peak buzz rating on Ormax Stream Track. By contrast, Hindi films struggled to generate similar excitement, with Do Patti peaking at 17%. Internationally, Squid Game S2 ranked as the second-most-buzzing global title of all time, following Money Heist S5.

Audience Preferences and Content Strength

When it came to audience approval, Panchayat S3 was crowned the most-liked Hindi series with an Ormax Power Rating (OPR) of 77. In regional content, Telugu's 90’s - A Middle Class Biopic led with an OPR of 83, while Tamil’s Chutney Sambar secured 68. Internationally, Squid Game S2 topped with a 73 OPR, underscoring its global appeal.

The Bigger Picture

With a collective subscriber base of around 70 million, Netflix, Prime Video, and Disney+ Hotstar are driving India's OTT revolution. As regional stories and global franchises continue to rise, the Indian streaming ecosystem is becoming more diverse and dynamic than ever.