The average Indian household pays for 4.2 OTT services. Bundling and consolidation are starting to bite.

The average Indian household with OTT pays for 4.2 services — typically a combination of Netflix, Prime, Hotstar, and one regional like SonyLIV or ZEE5. The combined monthly cost crossed ₹1,500/month for most. Subscription fatigue is visible — churn rates spiked in 2025, and the OTT industry's aggressive password-sharing crackdowns made the experience worse. The consolidation is coming. JioStar (post Disney-Reliance merger) now bundles former-Hotstar content with a much larger catalogue. Smaller services will fold or get acquired. The Indian OTT market, despite its size, can probably sustain 4-5 major platforms long-term, not the 12+ that exist today.