May 26, 2025
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Insights
With over 530 available streaming platforms and 76% of households watching online content, India presents a dynamic market for digital entertainment. Despite the growing availability of legal options, piracy continues to be a critical issue in India and across the APAC region.
Piracy: A Regional Overview
While countries like Japan and Australia report low piracy levels (20% or less), others such as Indonesia (59%), China (58%) and India (55%) remain above the regional average. Although India showed a decrease from Q3 to Q4 2024, it continues to be one of the countries with the highest levels of piracy in the region.
Usage Patterns and User Behavior in India
Despite the slight reduction, the frequency of illegal viewership remains alarming:
23% of Indian households access pirated content daily.
29% do so more than once a week.
Moreover, India leads globally in account sharing, with 41% of subscription users sharing their accounts, a figure 28% above the regional average. This behavior increased by 5% over the past year, suggesting users are continually seeking cost-saving alternatives.
Economic Context and Business Models
While price sensitivity is often cited as a reason for subscription churn, India offers one of the most affordable streaming ecosystems, with an average monthly subscription of USD 3, which is 60% lower than the APAC average of USD 8.
The most common revenue model is free with ads, with 65% penetration, followed by subscription models at 57%. Despite this accessibility, illegal alternatives remain attractive due to their broad content offering.
Despite declines, piracy in India remains deeply rooted, with daily usage and account sharing at record levels. Low subscription costs alone have not curbed illegal access, as users continue to prioritize content availability and convenience. To effectively address this issue, stakeholders must go beyond pricing strategies. Investing in user education, strengthening content distribution windows and enhancing platform accessibility could prove essential in shifting behavior toward legal viewership.
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