Times Now Exclusive: Changing OTT Habits - 63 Per Cent Prefer English Shows, Single Platform Loyalty Over

In an era where streaming platforms dominate screens, the question is no longer what to watch, but where to watch instead. From Netflix, Prime Video and JioCinema to platforms like Zee5 and SonyLiv or regional

platforms Hoichoi or Aha, the digital entertainment landscape is crowded like never before. But how many of these OTT platforms are audiences actually subscribing to?Times Now recently conducted a poll that included an audience pool of 2500 plus people. The poll highlights changing viewing behaviour and patterns. When asked how many OTT apps these people subscribe to, the responses revealed a near-even spread among streamers.

Around 112 respondents said they have just one subscription, while 168 reported having two, and 129 claimed to be juggling three platforms. Interestingly, the largest group of 187 people or around 31 per cent of the pool admitted to subscribing to more than three OTT apps. The poll clearly hinted at the age of single-platform loyalty being over. Seemingly, viewers are increasingly curating their own entertainment ecosystems, hopping between platforms for exclusive content, language diversity, and affordability through shared plans.

Language preference too sheds light on the kind of content being consumed. In a second survey, when participants were asked whether they preferred regional, Hindi, or English content. The results show an unmistakable tilt towards English entertainment. With 1,971 respondents choosing English (63 per cent), it leads by a wide margin over Hindi (503) and regional (264) content. Interestingly, 413 respondents said they watch all kinds of content. This reflects a growing appetite for cross-language storytelling in India.The noticeable preference for English content sheds light on how global streaming styles have successfully integrated themselves into Indian viewing habits. However, Hindi and regional platforms are far from fading. More importantly, the findings underline an important cultural shift hinting at viewers today wanting variety, not volume. Subscribing to multiple apps is less about abundance and more about access - to diverse worlds, voices, and narratives. India’s OTT audience is definitely multilingual as much as it is multi-platform.