A recent Mobile Audience Measurement report for March 2025, released by global data and analytics firm Nielsen, indicates a significant surge in the consumption of multilingual content on mobile Over-The-Top (OTT) platforms in India. The report highlights the most-watched content across movies, original series, and non-original series on mobile devices, showcasing a rich tapestry of genres and languages.
The Nielsen study analyzed mobile OTT viewing habits across six leading platforms in India: Amazon Prime Video, JioHotstar, MX Player, Netflix, Sony LIV, and Zee5. The findings underscore the increasing appetite of Indian audiences for content that transcends linguistic boundaries.
In the movies category, the pan-India action blockbuster Salaar: Part 1 – Ceasefire, available on JioHotstar, and Netflix’s Tamil comedy-drama Dragon emerged as the top picks for the month. This highlights the strong traction for both large-scale national films and regional language content.
The original series segment was led by MX Player’s Aashram and JioHotstar’s Thukra Ke Mera Pyaar, indicating the popularity of homegrown narratives on these platforms.
For non-original series, enduring favorites such as MTV Roadies, Anupama, and Yeh Rishta Kya Kehlata Hai continued their reign in viewership. Furthermore, the report noted a consistent interest in global content, with international hits like Game of Thrones and Stranger Things maintaining their appeal among Indian viewers.
A particularly noteworthy trend highlighted by the Nielsen data is the marked increase in watch time for Korean dramas. When Life Gives You Tangerines stood out as a prime example, underscoring the burgeoning popularity of K-content within the Indian OTT landscape.
The Nielsen rankings are based on passive mobile measurement of Android users aged 18–45 from the New Consumer Classification System (NCCS) A, B, and C segments in urban markets with a population exceeding one lakh. The data is gathered from a diverse panel of users across metro, mini-metro, Tier 1, and Tier 2 cities, allowing Nielsen to comprehensively analyze mobile device engagement, including OTT viewing patterns.
Key Highlights:
- Nielsen’s March 2025 report shows a significant rise in multilingual content consumption on mobile OTT platforms in India.
- Salaar: Part 1 – Ceasefire and Dragon topped the movie charts, while Aashram and Thukra Ke Mera Pyaar led in original series.
- Global content like Game of Thrones and Stranger Things remained popular, with a notable surge in viewership for Korean dramas like When Life Gives You Tangerines.
- The data is based on mobile usage of Android users aged 18-45 in urban areas across various city tiers.