Last updated: October 2026 Β· 3 min read
OTT (over-the-top) means video or audio delivered over the internet, bypassing cable or DTH. In India, cheap mobile data turned OTT into a mass medium, with hundreds of millions of people watching films, series and cricket on their phones.
How OTT streaming works
- Content is stored on servers and copied across a content delivery network (CDN).
- Your app requests the video.
- The nearest server streams small chunks.
- Adaptive bitrate streaming adjusts quality to your internet speed.
- DRM encryption prevents piracy.
Business models
| Model | How it earns | Example |
|---|---|---|
| SVOD (subscription) | Monthly or yearly plans | Netflix, Prime Video |
| AVOD (ad-supported) | Free content with ads | YouTube, MX Player |
| Hybrid | Free tier with ads plus paid plans | JioHotstar, SonyLIV, ZEE5 |
| TVOD (pay-per-view) | Rent or buy a single title | Prime Video store |
Major OTT platforms in India
- JioHotstar: formed after the merger of Reliance’s JioCinema with Disney+ Hotstar in 2025; strong in cricket and Hindi content.
- Netflix and Amazon Prime Video: global platforms with large Indian originals slates.
- SonyLIV and ZEE5: Indian broadcaster-backed apps.
- Regional apps such as Aha (Telugu, Tamil), Hoichoi (Bengali) and Sun NXT.
- Waves, the public broadcaster Prasar Bharati’s OTT app.
Content rules
Under the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, OTT platforms must classify content by age (U, U/A 7+, U/A 13+, U/A 16+, A), provide parental locks, display content descriptors and run a three-tier grievance system. They do not need CBFC certificates.
Why OTT grew so fast
- Affordable 4G/5G data.
- Smartphones in every pocket.
- Regional-language content.
- Live sports, especially IPL cricket.
- Telecom bundles that include OTT subscriptions.
Frequently asked questions
What does OTT stand for?
Over-the-top: content delivered directly over the internet, “over the top” of traditional distribution.
Is OTT content censored in India?
It is not pre-certified by the CBFC, but platforms must follow the IT Rules, 2021 and age-rate their content.
Which is the most used OTT platform in India?
YouTube is the most watched video platform overall; among subscription services, JioHotstar leads in subscriber numbers thanks to cricket.
Keep exploring
- History of television in India
- CBFC certificates explained
- How YouTubers earn money
- More Media articles on Tiwaripedia
Facts are based on widely accepted official, scientific and historical sources at the time of writing. Spotted something that needs updating? Let us know.
