New Delhi, April 23 -- India's video streaming platforms may still be grappling with monetisation challenges, but 2025 has turned into a breakout year for revenues. Video streaming revenues rose 55% in 2025 compared to 2024, nearly tripling from 2023 levels, as per a recent FICCI-EY report. The growth reflects a decisive shift in strategy-regional language programming, flexible pricing and hybrid revenue models are helping platforms move beyond the limitations of a subscription-only play in a price-sensitive market like India. Digital advertising grew 26% to reach Rs.94,700 crore in 2025, as several advertiser categories shifted ad spends from traditional to digital media, led by FMCG, travel and pharma. Sports and entertainment OTT platforms saw ad revenues rise 34%, backed by higher connected TV rates and volumes, as connected TV grew from 30 million to 40 million weekly active connections, the report said. Video subscription revenues jumped 61% to Rs.14,800 crore, with 143 million households paying for 216 million video OTT subscriptions. Streaming service executives and content creators attribute much of this growth to regional language content that has deepened penetration across markets. These offerings are often available at lower price points, tailored to specific linguistic audiences. A major structural shift has been the move away from an overdependence on subscriptions, towards a hybrid blend of advertising, subscription and pay-per-view models. "..Instead of requiring users to opt for a full-platform subscription, we are enabling them to access high-quality, culturally relevant content in their language of choice alongside a growing mix of non-fiction and shorter-format series that reflect evolving audience preferences, at a far more affordable entry point. This has helped reduce entry barriers and unlock new user segments, while improving conversion across a wider base," Siju Prabhakaran, chief business officer, ZEE5 said. Bundling has also emerged as an important lever, Prabhakaran added, helping drive scale by integrating ZEE5 into larger ecosystem offerings, improving reach as well as ease of access for consumers. That said, OTT platforms continue to face major revenue headwinds, with unauthorized distribution of premium content affecting revenue potential and content investment returns....