In a fascinating shift in digital consumption, Indian audiences in 2025 are choosing a “time-traveling” approach to entertainment. According to the Ultra Media OTT Insights Report 2025, iconic Hindi classics like Don and Mera Naam Joker are standing neck-and-neck with post-2000 blockbusters like Munna Bhai M.B.B.S. in the battle for screen time.
The data-driven study from Ultra Media & Entertainment Group reveals that nostalgia is no longer just for older generations. Instead, it has become a “discovery engine” for Gen Z, turning legacy films into first-time viewing experiences.
While modern cinema continues to thrive, the report highlights a massive surge in watch time for three specific eras. Post-2000 films achieved the highest completion rates, followed closely by the high-octane 90s and restored legends from the 50s–70s.
- Pre-1980 Legends: Don, Amar Prem, Bobby, Aradhana, and Mera Naam Joker.
- 90s & 2000s Favorites: Munna Bhai M.B.B.S, Andaz Apna Apna, Sarfarosh, Koi… Mil Gaya, and Karan Arjun.
- Restored Gems: Rangeela, Pyaasa, and Half Ticket significantly outperformed mainstream catalogue expectations.
The study paints a clear picture of the modern Indian streamer. The audience is predominantly young and male, with a striking 80:20 male-to-female ratio. Nearly 70% of total viewership came from users below the age of 44, led significantly by the 18–24 age group.
Geographically, the “Classic Craze” is led by metros but supported by a strong tier-2 appetite:
- Metros: Delhi, Mumbai
- Growth Hubs: Pune, Hyderabad, Ahmedabad, Jaipur, Patna
Ultra Play recorded a staggering 250% year-on-year growth in 2025, fueled by the addition of over 700 new titles. During festive periods, consumption spiked by nearly 300%, proving that “family binge-watching” often involves returning to timeless stories.
“Viewers no longer see cinema through the lens of eras, but through the strength of storytelling,” said Sushilkumar Agrawal, CEO of Ultra Media & Entertainment Group.
Ultra Play Growth Roadmap:
- 2025 (Current): 250% YoY growth.
- 2026 (Projected): 5,00,000+ Subscribers.
- 2027 (Projected): 1,000,000+ Subscribers.
To support this expansion, Ultra is planning significant platform upgrades including multi-device access, offline viewing, and enhanced streaming quality to ensure legacy content looks as sharp as modern hits.
Key Highlights:
- Timeless Appeal: Iconic films like Don, Mera Naam Joker, and Munna Bhai M.B.B.S were the top drivers of watch time on Ultra Play in 2025.
- Gen Z Discovery: Nearly 70% of viewers are under 44, with the 18–24 age group increasingly viewing classic Hindi cinema for the first time.
- Restoration Success: Digital restoration of films like Sarfarosh and Rangeela led to higher engagement and completion rates compared to non-restored mainstream titles.
- Rapid Expansion: Ultra Play achieved 250% YoY growth in 2025, with projections to hit 1 million subscribers by 2027 through platform technological upgrades.
