Chrome OTT Report

2023
 The current OTT viewers in
India stand at 216 Mn across
all active platforms like Netflix,
Hotstar, Prime Video, etc.,
which in 2 years will grow to
cross the 300 Mn mark...

Pankaj
Krishna
Founder & CEO, Chrome DM

1
 As the world evolves, so does our
entertainment. The growth of OTT platforms
isn't just a trend; it's a testament to our
evolving tastes and the power of technology
to bring stories to our fingertips.

Bharat
Dabholkar
Actor & Advertising Professional

2
 2023

Digital Revenue

Total Digital Media Revenue (in INR)

(Source: COTT, 2024)

35000
31,800 Cr
30000

25000

AVOD
20000

16,500 Cr
15000

10000
7,500 Cr 7,400 Cr

5000
SVOD
OTT Audio
0
OTT Video Platforms Meta Digital Audio (incl. Spotify) Others across Sites

Chrome OTT 3
 Table of
Contents
01 Overview
India OTT Market 2023, historical data and projections
By Revenue and Viewers

02 By Access type
- Desktop
- Smartphone
- CTV
- Overlaps between devices

03 By Revenue model
- SVOD Platforms
- AVOD Platforms

04 By Deployment type and Internet

service
- Operating Systems
- External Devices (Smart Boxes, etc.)
- Wifi
- Hotspots
- Smart Boxes
- Others

05 By Demographics
- Age
- Region/State
- NCCS/ISEC
4
 Table of
Contents
06 Drivers of the shift

07 Current audience trends

08 2023 content and genre trends

with demographics bifurcation
- Top 10 SVOD Original Shows
- Top 10 SVOD Original Movies
- Top 10 SVOD Movies
- Top 10 Content - Female Protagonists

5
 2023

AVOD / SVOD
Unique viewers
All primary inputs are a hybrid of auto generated data via 1,45,346 Chrome DM’s
SDKs & captured content consumption via Chrome DM’s survey apps. E.g. Top
Platforms & Top Shows modules are auto generated from SDKs, whereas
artiste affinity/ awareness scores come from the Chrome DM’s survey apps.

AVOD SVOD
250

200

150

100

50

0
Jan'24 Jan'25

Jan’24 Jan’25P

AVOD 133 205

SVOD 88 110

(In Millions)

Source: COTT Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile
subscribers*1.1 (1.1 viewers per subscription)
6
 2023

Viewers'
Bifurcation (India)
Total Population

Internet Users

OTT Viewers / Total Viewers

OTT Penetration of Digital Universe

Chrome OTT 7
 2023

Total
Revenue Share
JioCinema (29.6%)

miniTV + Prime Video (18.9%)

Disney+ Hotstar (12.8%)

Netflix (6.5%)

Aha Video (2.4%)

ZEE5 (1.8%)

SonyLIV (1.8%)

CHAUPAL (1.2%)

Hoichoi (0.5%)

The Viral Fever (0.4%)

ALTT (0.3%)

MX Player (0.3%)

Discovery+ (0.3%)

Ullu (0.3%)

0 2000 4000 6000 8000 10000

Estimated figures compiled from the public domain - Apr’23-Mar’24

8
 2023

Unique Viewers by
Platform
Disney+ Hotstar 135 Mn

JioCinema 125 Mn

ZEE5 52 Mn

miniTV + Prime Video 51 Mn

SonyLIV 48 Mn

Netflix 46 Mn

aha 42 Mn

MX Player 41 Mn

Ullu 12 Mn

Hoichoi 11 Mn

CHAUPAL 9 Mn

ALTT 6 Mn

Discovery+ 4 Mn

The Viral Fever (TVF) 2 Mn

0 20 40 60 80 100 120 140

Source: Chrome DM SES, Mkt - All India, Dec'2023, OTT = 504 million, 3,16.010 surveyed HHs
Source: Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 9
(1.1 viewers per subscription)
 2023

Yearly
OTT Viewers
All primary inputs are a hybrid of auto generated data via 1,45,346 Chrome
DM’s SDKs & captured content consumption via Chrome DM’s survey apps
e.g. Top Platforms & Top Shows modules are auto generated from SDKs,
whereas artiste affinity / awareness scores come from the Chrome DM’s
survey apps.

0 100 200 300 400 500 600

Source: Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
10
 Access modes 2023

Total Unique
Viewers
Mobiles / Desktops Connected TVs

Disney+ Hotstar 135 Mn

JioCinema 125 Mn

ZEE5 52 Mn

SonyLIV 48 Mn

Netflix 46 Mn

Prime Video 42 Mn

MX Player 39 Mn

Amazon miniTV 14 Mn

Ullu 12 Mn

Hoichoi 8 Mn

ALTT 6 Mn

0 50 100 150 200

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 11
Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 min viewing across 24 hours.
Prime video unique viewers are inclusive of miniTV viewers
 2023

Access modes
Overlap (CTV + Mobile)
Disney+ Hotstar 39 Mn

Prime Video 23 Mn

Netflix 19 Mn

JioCinema 12 Mn

ZEE5 9 Mn

SonyLIV 7 Mn

Amazon miniTV 2 Mn

Hoichoi 1 Mn

MX Player 1 Mn

ALTT 1 Mn

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 12
Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 min viewing across 24 hours.
Prime video unique viewers are inclusive of miniTV viewers
 2023

Watchtime
Platform wise
Average Watchtime
OTT Platform
(Weekly in Minutes)

Disney+ Hotstar 171

Netflix 149

JioCinema 142

SonyLIV 139

Amazon Prime Video 125

ZEE5 104

MX Player 88

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 13
Averaged over 52 weeks Jan’23-Dec’23
 2023

Gender
Composition
Males Females

JioCinema Netflix MX Player

69.1% 30.9% 54.3% 45.7% 82.9% 17.1%

Amazon ZEE5
SonyLIV Prime Video

53.7% 46.3% 57.3% 42.7% 55.1% 44.9%

Disney+ Hotstar

61.8% 38.2%

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 14
JIo CInema - 125 mn, Disney+Hotstar - 135 mn, ZEE5 - 52 mn, Amazon (Prime+mini TV) - 51 mn, Sony LIV - 48 mn,
Netflix - 46 mn,, MX PLayer - 41 mn
 2023

Age
Composition
JioCinema

18.6% 39.8% 31.8% 9.8%

2-24 yrs

Disney+ Hotstar
25-34 yrs

22.3% 40.1% 26.2% 11.4%

35-44 yrs

Amazon Prime Video 45+ yrs

31.9% 28.5% 27% 12.6%

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 15
JIo CInema - 125 mn, Disney+Hotstar - 135 mn, ZEE5 - 52 mn, Amazon (Prime+mini TV) - 51 mn, Sony LIV - 48 mn,
Netflix - 46 mn,, MX PLayer - 41 mn
 2023

Age
Composition
Netflix
17.9% 33.1% 37.5% 11.5%

SonyLIV 2-24 yrs

18.7% 36.4% 32.8% 12.1%

25-34 yrs

ZEE5 35-44 yrs

20.7% 33.3% 34.4% 11.6%

45+ yrs

MX Player
29.8% 35.3% 20.2% 14.7%

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 16
JIo CInema - 125 mn, Disney+Hotstar - 135 mn, ZEE5 - 52 mn, Amazon (Prime+mini TV) - 51 mn, Sony LIV - 48 mn,
Netflix - 46 mn,, MX PLayer - 41 mn
 2023

Major
Sporting Events
Peak Concurrency
140

120
ICC World Cup
100 Highest Viewership in
week 47'2023 marking
80 24.4% of total OTT
Users.
60
IND GT
TATA IPL
40 vs vs Highest Viewership in
week 22'23, marking
20 AUS CSK 14.8% of total
OTT Users.
0
ICC Word Cup Tata IPL

Match
Platfrom Event Week In % In Mn
Name

Disney+ ICC World

IND vs AUS 47'2023 24.4% 123.43
Hotstar Cup 2023

Tata IPL
JioCinema GT vs CSK 22'2023 14.8% 74.98
2023

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 17
Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 min viewing across 24 hours.
 2023

ICC World Cup

2023
TV (Claimed Viewership) In Mn
SD HD
300
24.55 Mn
250

200 56.49 Mn
Market Total
150 267.29 Mn
Urban 213.64
169.94 Mn
100
Rural 300.26
50

0
Urban Rural

Disney+ Hotstar (Viewership) In Mn

Mobiles CTVs
200

150 1.71 Mn

Market Total
6.94 Mn
100
Urban 90.19
138.88 Mn
Rural 140.51 89.81 Mn
50

0
Urban Rural

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 18
Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 min viewing across 24 hours.
The totals across categories will not tally with the sum total of individual splits owing to overlaps within the same
 2023

ICC World Cup

2023
Overlap (In Mn)
TV
Disney+ Hotstar
Market (Viewership) &
(Mobiles & CTVs)
Disney+ Hotstar

Urban 6.04 69.77

Rural 1.54 111.12

HD TV
Market
(Viewership) & Disney+ Hotstar CTVs

Urban 5.14

Rural 1.19

SD TV
Market
(Viewership) & Disney+ Hotstar Mobiles

Urban 68.5

Rural 109.67

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 19
The totals across categories will not tally with the sum total of individual splits owing to overlaps within the same
 2023

TATA IPL
2023
TV (Claimed Viewership) In Mn
SD HD
200

30.74 Mn 8.71 Mn
150
Market Total
100
141.58 Mn Urban 172.17
142.66 Mn

50 Rural 149.77

0
Urban Rural

JioCinema (Viewership) In Mn
Mobiles CTVs
50

0.70 Mn
40
2.71 Mn

Market Total 30

Urban 32.83
20
31.99 Mn 39.58 Mn
Rural 39.76
10

0
Urban Rural

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 20
The totals across categories will not tally with the sum total of individual splits owing to overlaps within the same
 2023

TATA IPL
2023
Overlap (In Mn)
TV
Disney+ Hotstar
Market Viewership & Disney+
(Mobiles & CTVs)
Hotstar

Urban 6.04 69.77

Rural 1.54 111.12

HD TV
Market
Viewership & Disney+ Hotstar CTVs

Urban 5.14

Rural 1.19

SD TV
Market
Viewership & Disney+ Hotstar Mobiles

Urban 68.5

Rural 109.67

Source: Chrome DM SES, Mkt - All India, Dec'2023,

OTT = 504 million, 3,16.010 surveyed HHs 21
The totals across categories will not tally with the sum total of individual splits owing to overlaps within the same
Chrome OTT Report

Top 10
Top 1
2023

SVOD Show
2-16 yrs 1%

Farzi
17-24 yrs 13%

25-34 yrs 41%

35-44 yrs 37%

(on Amazon Prime Video)
45+ yrs 8%

0 10 20 30 40 50

Age Group (in %)

22.50 Mn*
40 37%
Watched In Mn
32%
30

22%
20

Males
9%
(62%) Females 10

(38%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 23
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 2
2023

SVOD Show
2-16 yrs 1%

Scam 2003: 17-24 yrs 9%

The Telgi Story 25-34 yrs 42%

(on SonyLIV) 35-44 yrs 37%

45+ yrs 11%

0 10 20 30 40 50

Age Group (in %)

13.35 Mn*
35 34%
32%
Watched In Mn
30

25

20 18%
16%
15
Males
10
(65%) Females
5
(35%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 24
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 3
2023

SVOD Show
2-16 yrs 1%

The Night 17-24 yrs 13%

Manager 25-34 yrs

35-44 yrs 37%

41%

(on Disney+ Hotstar)

45+ yrs 8%

0 10 20 30 40 50

Age Group (in %)

12.17 Mn*
35 34%
Watched In Mn 31%
30

25

20 19%
16%
15
Males
10
(55%) Females
5
(45%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 25
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 4
2023

SVOD Show

Aakhri
2-16 yrs 0%

17-24 yrs 9%

Sach 25-34 yrs

35-44 yrs
45%

43%

(on Disney+ Hotstar) 45+ yrs 3%

0 10 20 30 40 50

Age Group (in %)

12.16 Mn*
40 39% 38%
Watched In Mn
30

20 18%

Males
(52%) Females 10
5%
(48%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 26
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 5
2023

SVOD Show
2-16 yrs 1%

Permanent 17-24 yrs 11%

Roommates 25-34 yrs

35-44 yrs 37%

49%

(on Amazon Prime Video)

45+ yrs 2%

0 10 20 30 40 50

Age Group (in %)

8.97 Mn*
40 39% 38%
Watched In Mn
30

20 18%

Males
(51%) Females 10
5%
(49%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 27
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 6
2023

SVOD Show
2-16 yrs 0%

17-24 yrs 12%

Rocket Boys 25-34 yrs 46%

(on SonyLIV) 35-44 yrs 40%

45+ yrs 2%

0 10 20 30 40 50

Age Group (in %)

7.80 Mn*
35%
35
32%
Watched In Mn
30

25

20
17% 16%
15
Males
10
(68%)
Females 5
(32%) 0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 28
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 7
2023

SVOD Show
2-16 yrs 1%

Guns & 17-24 yrs 13%

Gulaabs
25-34 yrs 48%

35-44 yrs 37%

(on Netflix) 45+ yrs 1%

0 10 20 30 40 50

Age Group (in %)

6.76 Mn*
35%
35 33%
Watched In Mn
30

25

20
16% 16%
15
Males
10
(72%)
Females 5

(28%) 0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 29
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 8
2023

SVOD Show

Taaza
2-16 yrs 3%

17-24 yrs 13%

Khabar 25-34 yrs

35-44 yrs 37%

41%

(on Disney+ Hotstar) 45+ yrs 6%

0 10 20 30 40 50

Age Group (in %)

5.99 Mn*
40
Watched In Mn 36%

30%
30

20
17% 17%
Males
(59%) 10
Females
(41%)
0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 30
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 9
2023

SVOD Show
2-16 yrs 1%

The Trial
17-24 yrs 11%

25-34 yrs 46%

(on Disney+ Hotstar) 35-44 yrs 36%

45+ yrs 6%

0 10 20 30 40 50

Age Group (in %)

5.96 Mn*
34% 35%
35
Watched In Mn
30

25

20
15% 16%
15
Males
10
(53%) Females
(47%) 5

0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 31
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 10
2023

SVOD Show

Hostel
2-16 yrs 2%

17-24 yrs 18%

Daze
25-34 yrs 44%

35-44 yrs 34%

(on Amazon Prime Video) 45+ yrs 2%

0 10 20 30 40 50

Age Group (in %)

5.89 Mn*
35%
35
Watched In Mn 31%
30

25

20
17% 17%
15
Males
10
(57%) Females
(43%) 5

0
North South West East

Males / Females (in %) Region (in %)

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 32
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
 2023

SVOD Top 10
Original Movies
Total
*Unique Interactivity
Rank Movie Platform Subscribe
Viewers Score
rs

1 Lust Stories 2 Netflix 6.5 Mn 17.72 Mn 35%

An Action
2 Netflix 6.5 Mn 15.86 Mn 44%
Hero

3 Jaane Jaan Netflix 6.5 Mn 15.72 Mn 61%

Chor Nikal Ke
4 Netflix 6.5 Mn 14.74 Mn 67%
Bhaga

5 IB71 Disney+ Hotstar 37 Mn 14.36 Mn 37%

6 Heart of Stone Netflix 6.5 Mn 14.23 Mn 72%

Amazon Prime
7 Bawaal 24.5 Mn 12.39 Mn 39%
Video

8 Apurva Disney+ Hotstar 37 Mn 10.71 Mn 63%

9 Khufiya Netflix 6.5 Mn 10.7 Mn 53%

10 Extraction 2 Netflix 6.5 Mn 10.33 Mn 58%

*Source: Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Interactivity Score: Percentage of the viewers duplicated across word-of-mouth interactions through social media or in person

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 33
period.
 2023

SVOD
Top 10 Movies
Total *Unique Interactivity
Rank Movie Platform
Subscribers Viewers Score

Amazon Prime
1 Drishyam 2 24.5 Mn 25.02 Mn 59%
Video

Black Panther:
2 Disney+ Hotstar 37 Mn 21.3 Mn 63%
Wakanda Forever

3 Mission Majnu Netflix 6.5 Mn 19.8 Mn 51%

Amazon Prime
4 Jailer 24.5 Mn 18.09 Mn 47%
Video

5 Lust Stories 2 Netflix 6.5 Mn 17.72 Mn 35%

Amazon Prime
6 Pathaan 24.5 Mn 17.07 Mn 59%
Video

7 An Action Hero Netflix 6.5 Mn 15.86 Mn 44%

8 Jaane Jaan Netflix 6.5 Mn 15.72 Mn 61%

Avatar: The Way

9 Disney+ Hotstar 37 Mn 15.6 Mn 57%
of Water

10 Jawan Netflix 6.5 Mn 14.77 Mn 68%

*Source: Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Interactivity Score: Percentage of the viewers duplicated across word-of-mouth interactions through social media or in person

Source: Chrome OTT, Shows of Year 2023. NCCS A, All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 34
period.
Chrome OTT Report

Top 10
Top 1
2023

Female
Protagonists

Taali
(on JioCinema)
Males (42%)

Females (58%)

40.98 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 3%

North 32% 17-24 yrs 13%

South 24% 25-34 yrs 45%

West 28% 35-44 yrs 32%

East 16% 45+ yrs 7%

0 5 10 15 20 25 30 35 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 36
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 2
2023

Female
Protagonists

Males (27%)
Aashiqana S4
(on Disney+ Hotstar)
Females (73%)

30.65 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 2%

North 41% 17-24 yrs 8%

South 5% 25-34 yrs 45%

West 30% 35-44 yrs 37%

East 24% 45+ yrs 8%

0 10 20 30 40 50 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 37
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 3
2023

Female
Protagonists

Aakhri Sach
Males (41%)

(on Disney+ Hotstar)

Females (59%)

25.7 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs
3%

North 29% 17-24 yrs

12%

South 24% 25-34 yrs

40%

West 26% 35-44 yrs 33%

East 21% 45+ yrs 12%

0 5 10 15 20 25 30 0 10 20 30 40

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 38
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 4
2023

Female
Protagonists

Saas, Bahu Males (49%)

Aur Flamingo
(on Disney+ Hotstar) Females (51%)

23.33 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 1%

North 27% 17-24 yrs 13%

South 24% 25-34 yrs 45%

West 25% 35-44 yrs 33%

East 24% 45+ yrs 8%

0 5 10 15 20 25 30 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 39
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 5
2023

Female
Protagonists

The Trial
Males (34%)

(on Disney+ Hotstar)

Females (66%)

22.4 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 2%

North 31% 17-24 yrs 9%

South 29% 25-34 yrs 46%

West 20% 35-44 yrs 35%

East 20% 45+ yrs 8%

0 5 10 15 20 25 30 35 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 40
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 6
2023

Female
Protagonists

City Of Males (35%)

Dreams S3
(on Disney+ Hotstar)
Females (65%)

22.1 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 3%

North 33% 17-24 yrs 10%

South 27% 25-34 yrs 41%

West 24% 35-44 yrs 31%

East 16% 45+ yrs 15%

0 5 10 15 20 25 30 35 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 41
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 7
2023

Female
Protagonists

Temptation Males (27%)

Island India
(on JioCinema) Females (73%)

20.95 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 3%

North 28% 17-24 yrs 25%

South 10% 25-34 yrs 39%

West 37% 35-44 yrs 27%

East 25% 45+ yrs 6%

0 10 20 30 40 0 10 20 30 40

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 42
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 8
2023

Female
Protagonists

Permanent Males (47%)

Roommates S3
(on Amazon Prime Video)
Females (53%)

18.73 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 1%

North 35% 17-24 yrs 13%

South 13% 25-34 yrs 41%

West 31% 35-44 yrs 34%

East 21% 45+ yrs 11%

0 5 10 15 20 25 30 35 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 43
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 9
2023

Female
Protagonists

Jhansi S2 Males (25%)

(on Disney+ Hotstar)

Females (75%)

18.29 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 2%

North 34% 17-24 yrs 8%

South 17% 25-34 yrs 48%

West 27% 35-44 yrs 32%

East 22% 45+ yrs 10%

0 5 10 15 20 25 30 35 0 10 20 30 40 50

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 44
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
Top 10
2023

Female
Protagonists

Aarya S3
Males (55%)

(on Disney+ Hotstar)

Females (45%)

18.03 Mn* Males / Females (in %)

Watched In Mn
2-16 yrs 1%

North 36% 17-24 yrs 14%

South 20% 25-34 yrs 40%

West 25% 35-44 yrs 38%

East 19% 45+ yrs 7%

0 10 20 30 40 0 10 20 30 40

Region (in %) Age Group (in %)

Source: Chrome OTT, Shows of Year 2023. All India, 2+

Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said 45
period.
*Unique viewers = CTV subscribers *3 (3 viewers per subscription) + Mobile subscribers*1.1 (1.1 viewers per subscription)
 2023

Glossary
OTT - The delivery of video content over the internet, bypassing
traditional cable or satellite providers and allowing direct access to
streaming services on various devices.
AVOD - A streaming service that offers free access to content
supported by advertisements rather than requiring a subscription fee.
SVOD - Subscription video on demand.
SDK - Software development kit.
CTV - Connected TV.
Unique Viewers - Unique viewers consider a 1.1x multiplication factor
for mobile subscriptions, and a 3x multiplication factor for CTV
subscriptions.
NCCS - New Consumer Classification System.
Mn - Million.
ICC - International Cricket Council.
IPL - Indian Premier League.
SD - Standard Definition.
HD - A digital television or display format characterized by a higher
resolution, providing clearer and more detailed images than
standard-definition formats.
Pay TV - A television service requiring a subscription fee for access to
premium channels and content.
CTV - Connected TVs are either connected externally with devices like
Fire sticks, Airtel Xstream etc., or are integrated with OSs such as
Tizen, Android, Oxygen, etc.
Free TV - Television broadcasting that is publicly accessible without
the need for a subscription fee, typically through over-the-air signals
or basic cable channels.

Chrome OTT 46
 2023

Glossary
Smart TV - A television set with integrated internet capabilities,
allowing access to online streaming services, apps, and other
interactive features.
Smart Box - An external device that adds internet capabilities to a
standard television, enabling access to online streaming services,
apps, and interactive features.
Linear TV - Referred to as traditional broadcast TV.
Overlap - Where one can access any two between Pay TV, Freedish
and CTV.
Mobiles / Smartphones - Mobile devices that combine phone
capabilities with computer-like features, including internet access,
app.

Chrome OTT 47
 2023

Acknlowdgements

Vikram Gerald Riya Maity

AVP - Digital Initiatives Business Head - Consumer Research
[email protected] [email protected]

Pooja Shrivastava Sreehari Parameshwaran

Digital Initiatives Consultant AVP - Business Development & Alliances
Doctoral Scholar, MICA, Ahmedabad [email protected]

Chrome OTT 48
 2023

Contact Us
C-40, Sector-27, Noida, U.P. - 201301

[email protected]

+91 95827 36683

chromeott.com

Let’s Connect !

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