Indian audiences in 2025 displayed a striking blend of nostalgia and contemporary taste on OTT platforms, with classic and post-2000 Hindi films emerging as clear favourites, according to Ultra Media & Entertainment Group’s latest digital consumption study.

From Amitabh Bachchan’s iconic Don and Raj Kapoor’s epic ‘Mera Naam Joker’ to Sanjay Dutt’s much-loved ‘Munna Bhai M.B.B.S’ and Aamir Khan’s ‘Sarfarosh’, viewers showed a strong appetite for stories that have stood the test of time.

According to a PTI report, Ultra Media & Entertainment Group has released ‘The Ultra Media OTT Insights Report 2025’, offering a comprehensive, data-driven snapshot of how Indian audiences consumed content on its Hindi-language OTT platform, Ultra Play, over the year. The findings underline a clear tilt towards post-2000 Hindi blockbusters, which delivered the highest audience share, watch time and completion rates.

The report noted that films from the 1990s followed closely, registering strong retention and repeat viewership, while classics from the 1950s to the 1970s continued to command loyal audiences. Within the pre-1980 segment, ‘Don’, ‘Amar Prem’, ‘Bobby’, ‘Aradhana’ and ‘Mera Naam Joker’ emerged as the five most-watched titles on Ultra Play, consistently outperforming other catalogue films.

Titles from the 1990s and early 2000s such as ‘Munna Bhai M.B.B.S’, ‘Andaz Apna Apna’, ‘Tezaab’, ‘Sarfarosh’, ‘Koi… Mil Gaya’, ‘Khalnayak’, ‘Karan Arjun’ and ‘Ghayal’ recorded the highest watch time and repeat viewing, highlighting the enduring popularity of films from this era.

The report also pointed out that restored titles like ‘Rangeela’ and ‘Sarfarosh’ exceeded expectations, delivering strong engagement and completion rates compared to comparable mainstream catalogue films. Other restored classics, including ‘Half Ticket’, ‘Pyaasa’ and ‘Pardes’, also contributed significantly to overall consumption.

Interestingly, the study observed that classic cinema is no longer the preserve of older viewers. Younger audiences, particularly Gen Z, are increasingly discovering legacy films, turning nostalgia into first-time viewing rather than simple revisits. This shift signals a widening audience base for classic Indian cinema in the digital space.

Geographically, engagement was led by metro markets such as Delhi and Mumbai, followed by Pune, Hyderabad, Ahmedabad, Jaipur and Patna. Across regions, viewers showed a clear preference for post-2000 blockbusters, action thrillers, South Indian dubbed films and legacy Hindi cinema. Demographically, the audience skewed young and male, with an 80:20 male-to-female ratio, and nearly 70 per cent of total viewership coming from users below the age of 44, led by the 18–24 age group.

From a growth perspective, Ultra Play recorded a robust 250 per cent year-on-year growth in 2025, driven by the addition of more than 700 new titles. Festive-period consumption surged by nearly 300 per cent, underlining the platform’s increasing traction during peak viewing windows.

Commenting on the findings, Sushilkumar Agrawal, CEO of Ultra Media & Entertainment Group, said the data reinforces the audience’s enduring connection with legacy films and restored classics. He noted that viewers no longer see cinema through the lens of eras but through the strength of storytelling, adding that when presented and curated well, classic films can compete head-to-head with modern blockbusters.

Rajat Agrawal, COO and Director, said Ultra’s journey reflects the evolution of Indian content consumption from the VHS era to television, digital syndication and now OTT. He added that the company’s focus has remained firmly on owning, preserving and monetising strong stories across generations.

Looking ahead, Ultra expects its subscriber base to continue growing, with projections crossing 5,00,000 by 2026 and one million by 2027. With planned platform upgrades including smoother navigation, offline viewing, multi-device access and improved streaming quality, the company aims to further strengthen audience engagement and retention in the coming years.