The Battle for Streaming Supremacy in India: How ‘Squid Game 2’ Stole the Spotlight As India’s streaming landscape continues to heat up, the latest findings from a recent Ormax study have revealed some fascinating insights into the country’s viewing habits. According to Variety, Netflix, Prime Video, and Disney+ Hotstar are engaged in a fierce battle for dominance, and it’s anyone’s game. But one show has managed to rise above the competition, sending shockwaves throughout the industry: ‘Squid Game 2’. In this article, we’ll dive into the Ormax study’s revelations and explore how this gripping Korean series has captured the hearts of Indian audiences, cementing its place as the most-watched show of 2024.
Squid Game 2 Dominates Streaming in India: A Comprehensive Analysis
The highly anticipated second season of “Squid Game” has emerged as not only the most-watched international series in India for 2024 but also achieved the highest viewership of all time in the category, according to a comprehensive report by media consulting firm Ormax Media. The Netflix phenomenon had 19.6 million viewers in India, significantly outperforming other international titles.
- Prime Video’s “Mirzapur” Season 3 claimed the top spot with 30.8 million viewers, followed by “Panchayat” Season 3 with 28.2 million viewers.
- Netflix demonstrated its strength in the Hindi-language film category, securing 11 of the top 15 spots, including the top eight positions, with “Do Patti” leading at 15.1 million viewers.
Notable Viewership Numbers
International Series Take Center Stage
According to the Ormax report, international series such as Squid Game 2 and Road House, which was available exclusively on Prime Video, dominated the streaming scene in India. The report highlights the immense popularity of these international titles, showcasing the growing demand for global content among Indian audiences.
- 19.6 million viewers for Netflix’s Squid Game 2, outperforming other international titles.
- 30.8 million viewers for Prime Video’s Mirzapur Season 3.
- 28.2 million viewers for Prime Video’s Panchayat Season 3.
Regional Content Trends
Disney+ Hotstar Emerges as a Key Player
Beyond the Hindi-language space, Disney+ Hotstar emerged as a significant player, leading the Telugu-language content list with four entries and dominating the Tamil content space with seven entries in the top 10. The report highlights the growing importance of regional content in the Indian streaming market, with platforms like Disney+ Hotstar capitalizing on the demand for localized content.
- 4 entries in the top 10 for Telugu-language content, led by Save The Tigers Season 2 with 5 million viewers.
- 7 entries in the top 10 for Tamil-language content, dominated by Prime Video’s Inspector Rishi with 4.9 million viewers.
Unscripted Content Landscape
JioCinema’s “Bigg Boss OTT” Season 3 and Netflix’s “The Great Indian Kapil Show” Season 1 led in the unscripted content category.
- 17.8 million viewers for JioCinema’s Bigg Boss OTT Season 3.
- 15.7 million viewers for Netflix’s The Great Indian Kapil Show Season 1.
International Film Category Insights
Prime Video’s “Road House” stood as the sole title to cross the 5 million viewership mark, leading a relatively modest year for international films.
- 6 entries in the top 10 for Prime Video, while Netflix secured the remaining four spots.
- 7 entries in the top 10 for established franchises, including The Boys Season 4 (10.5 million viewers) and The Lord of the Rings: The Rings of Power Season 2 (8.8 million viewers).
Content Strength and Marketing Buzz
Ormax Power Rating (OPR) Analysis
Prime Video’s “Panchayat” Season 3 emerged as the most-liked Hindi series of 2024 with a score of 77, while “Squid Game 2” topped the international category with 73 points. Among international films, Netflix’s “Spaceman” led with 62 points, followed by Disney+ Hotstar’s “Taylor Swift | The Eras Tour (Taylor’s Version)” at 61 points.
- 77 score for Prime Video’s Panchayat Season 3, the highest in the Hindi series category.
- 73 points for Squid Game 2, the highest in the international category.
- 62 points for Netflix’s Spaceman, the highest for an international film.
Marketing Buzz Trends
“Mirzapur” Season 3 achieved a peak buzz score of 63%, the highest for any streaming show in 2024 and ranking third on the all-time list.
- 63% peak buzz score for Mirzapur Season 3, the highest among streaming shows.
- Third on the all-time list, behind only its predecessor Mirzapur Season 2 and The Family Man Season 2.
Conclusion
In conclusion, the latest Ormax study has shed light on the captivating world of streaming in India, with ‘Squid Game 2’ reigning supreme as the most popular show on platforms such as Netflix, Prime Video, and Disney+ Hotstar in 2024. The study’s findings underscore the immense growth potential of the Indian streaming market, driven by increasing accessibility, affordable pricing, and a diverse range of content offerings. The strong performance of international players, alongside local favorites, highlights the evolving preferences of Indian audiences and the blurring of geographical boundaries in the realm of entertainment.
As the streaming landscape continues to evolve, the Indian market is poised to become a critical battleground for global platforms. The success of shows like ‘Squid Game 2’ demonstrates the power of engaging, high-quality content in captivating audiences worldwide. Moreover, the study’s insights have significant implications for content creators, producers, and distributors, as they navigate the complexities of the Indian market. With the streaming industry projected to experience exponential growth in the coming years, it is imperative for players to stay attuned to shifting consumer preferences, adapt to emerging trends, and invest in innovative content strategies.