Short summary paragraph
The launch of SCREENXX Summit & Awards 2025 underscores that digital-video viewership across India has entered a new growth phase. As streaming, regional content and Connected TV (CTV) usage rise sharply, this summit reflects how entertainment is expanding deeper into smaller towns — not just in metros.
Why SCREENXX 2025 matters now
The main keyword digital-video viewership now reflects India’s shifting consumption patterns. With over 600 million OTT users nationwide and a surge in Connected TV adoption, digital-video consumption is no longer limited to big cities. The 2025 edition of the summit—bringing together creators, platforms, marketers and broadcasters—shows that the industry is pivoting to tap demand from non-metro India. This summit flags a broadening of focus beyond elite urban audiences.
Rise of OTT and CTV adoption in smaller towns
Recent data shows India’s OTT audience base has crossed 601.2 million, about 41 percent of the population, with 148 million active paid subscriptions. The number of Connected TV users jumped to 129.2 million in 2025, an almost 85–87 percent increase over 2024. Significantly, a large portion of this growth comes from small towns and rural regions where smart-TV penetration and internet access have improved. This shift allows viewers accustomed to traditional TV to migrate to digital platforms without changing their viewing habits drastically.
For Tier-2/Tier-3 towns, this means content is accessible on bigger screens and in a TV-like format—making OTT and digital video more attractive for families and older demographics compared to mobile-only streaming.
Content strategy pivot: regional languages, vernacular focus
As digital-video audiences expand beyond metros, demand for regional and vernacular content is rising. The SCREENXX platform recognises this by spotlighting diverse formats — from regional web series to short-form content, influencer-driven videos and local storytelling. For creators and platforms, this presents a strategic shift: producing content in local languages, catering to varied cultural sensibilities, and targeting non-metro consumption habits.
This could lead to a boom in regional OTT content, local-language creators, and micro-independent productions whose audience base lies outside urban hubs.
Monetisation and business models adapting to new audiences
With increased OTT penetration and CTV adoption in non-metros, ad-supported streaming, subscription bundles, regional pricing and hybrid monetisation models become more viable. For advertisers and brands, this means a broader reach and better targeting — hyperlocal or vernacular campaigns become meaningful. The summit’s inclusion of advertisers, content studios, digital marketers and influencers suggests the industry sees monetisation potential in Bharat (non-metro India).
Short-form platforms, influencer collaborations, and creator-driven IP are likely to get investment and distribution push as a way to tap masses beyond big cities.
Implications for non-metro viewers and storytellers
For viewers in smaller towns and Tier-2 cities, this growth translates to better access to a wider variety of entertainment — not limited to mainstream Bollywood or TV. They may get content in their language, reflecting local cultures and stories. For creators from these towns, it opens a path to produce and monetise content without relocating to metros.
Local content economies can flourish: regional actors, technicians, writers and content marketers may find opportunities close to home. Content consumption becomes more inclusive and diversified.
Challenges: infrastructure, affordability and content awareness
While the growth numbers are promising, not all smaller towns have equal internet speed, reliable electricity, or smart-TV penetration. Affordability of smart devices and subscriptions remains a constraint for many households. Also, content discovery and digital literacy may be lower in smaller towns, slowing adoption.
Furthermore, quality of regional content, censorship and suitability for local tastes will matter. If content stays metro-centric or urban-biased, non-metro audiences may not fully find value — diluting the potential impact.
Takeaways
• SCREENXX Summit 2025 reflects a strategic pivot by the media industry toward non-metro India, acknowledging rising digital-video viewership beyond metros
• Surge in OTT and CTV use indicates many small towns are now part of the digital entertainment ecosystem, not just urban centres
• Demand for regional and vernacular content will likely grow, opening new opportunities for creators and storytellers outside metros
• Monetisation models (ads, bundles, influencer-driven content) are aligning to reach and serve a Bharat audience, but infrastructure and affordability remain key challenges
FAQ
Q: Does SCREENXX Summit 2025 affect viewer experience in small towns?
A: Indirectly yes. The summit reflects industry recognition of non-metro audiences, which can lead to more regional content, vernacular shows and better OTT/CTV offerings accessible to smaller towns.
Q: Is CTV adoption widespread beyond metros now?
A: Yes, recent data shows India’s CTV audience surged to 129.2 million in 2025, with a significant share coming from small towns and rural areas.
Q: Will regional content increase because of this trend?
A: Likely yes. As OTT platforms and creators aim to capture non-metro users, demand for vernacular and region-specific content is expected to rise.
Q: What are the main risks that could stall this growth beyond metros?
A: Infrastructure gaps (internet, smart TVs), affordability issues, lower digital literacy, and content relevance. If these are not addressed, adoption may remain uneven.
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