Mobile App Insights · Sui Lian Chua · November 2025
SensorTower Insights: India OTT Audience Landscape
Audience composition, engagement patterns, and stickiness trends across major OTT platforms in India reveal how user behavior and platform dynamics evolved during the period. The analysis highlights shifts in persona distribution, usage intensity, and retention momentum.
Engagement Benchmarking Across OTT Platforms (Oct–Dec 2025)
According to Sensor Tower’s App Performance Insights,
JioHotstar remained the clear leader in scale, with MAU substantially higher than Sony LIV and ZEE5.
JioHotstar also led in average time spent, followed by Netflix.
Sony LIV saw the most noticeable moderation this period, with softer trends across usage metrics, aligned with seasonal cycles
Netflix continued to show steady user growth, while Prime Video stood out for improvements across usage indicators.
OTT User Stickiness & Retention Benchmarking (Oct–Dec 2025)
Key Insights
JioHotstar and Netflix led in stickiness, with JioHotstar maintaining the strongest WAU retention.
JioHotstar also showed positive growth across both WAU and DAU stickiness, unlike peers.
Sony LIV recorded the most noticeable moderation in stickiness, suggesting engagement patterns more aligned with event-driven content, compared with JioHotstar’s more habit-forming usage dynamics.
Top Affinity Personas Across OTT Platforms (Oct–Dec 2025)
According to Sensor Tower’s Audience Insights,
Sports Fans continued to represent Sony LIV’s core audience, showing the highest affinity among personas.
Within Sony LIV’s user base, Live Event Goers and Console Gamers emerged as key growth segments, expanding at double-digit rates.
While similar personas are present across competing platforms, JioHotstar and Netflix showed softer growth in these segments. ZEE5 and Prime Video also recorded growth in Live Event Goers, though at a comparatively slower pace than Sony LIV.
