28th May 2025: Nielsen, a global leader in audience measurement, data, and analytics, has released Mobile Audience Measurement report for March 2025. The report highlights the most-watched OTT content on mobile devices across movies, original series, and non-original series, showcasing a diverse blend of genres and widespread multilingual content consumption. The insights are based on an analysis of mobile OTT content viewed across six leading platforms -Amazon Prime Video, JioHotstar, MX Player, Netflix, Sony LIV, and Zee5.
Pan-India action film Salaar: Part 1 – Ceasefire which is currently streaming on JioHotstar and Netflix’s Tamil comedy-drama Dragon emerged as the top movie picks of the month, while Aashram on MX Player and Thukra Ke Mera Pyaar on JioHotstar led the original series chart.
In the non-originals segment, familiar favourites like MTV Roadies, Anupama, and Yeh Rishta Kya Kehlata Hai continued to enjoy consistent popularity. Audiences also showed growing enthusiasm for global content, with international hits like Game of Thrones and Stranger Things continuing to attract Indian viewers. Notably, there was a visible rise in watch time for Korean dramas—When Life Gives You Tangerines being a standout example—highlighting the growing appetite for K-content in India.
The Rankings are based on Passive Mobile Measurement of Android users aged 18–45 from New Consumer Classification System (NCCS) A, B, and C segments in urban markets with a population over one lakh users. The data is collected from a panel of users across the metro, mini-metro, Tier 1, and Tier 2 cities. Using this, Nielsen examines how panelists engage with their mobile devices, including their OTT viewing habits.