Prabhas‘ pan-India action spectacle “Salaar: Part 1 – Ceasefire” has taken the Indian mobile streaming platforms by storm in March 2025, emerging as the most-watched movie according to Nielsen’s latest Mobile Audience Measurement report. The film, directed by Prashanth Neel and available on JioHotstar, has captured the attention of viewers across the country, showcasing the growing demand for multilingual content in India.
The Nielsen report tracks viewership habits on seven major streaming platforms, including Prime Video, JioHotstar, MX Player, Netflix, SonyLIV, and ZEE5. The data reveals a diverse content landscape with a mix of regional productions and international offerings, catering to the varied tastes of audiences. The rankings are based on passive mobile measurement of Android users aged 18-45 in urban markets with populations exceeding 100,000.
JioHotstar has emerged as a dominant player in the streaming space, securing the top spots in both movie and series categories. The platform’s content strategy and competitive positioning have propelled it to the forefront of India’s streaming market, showcasing a wide range of content to cater to diverse preferences.
In the original series category, MX Player’s “Aashram” continues to reign supreme, followed closely by JioHotstar’s “Thukra Ke Mera Pyaar.” Netflix’s Korean drama “When Life Gives You Tangerines” has also made a mark, indicating the platform’s success in offering K-content to Indian viewers. The global appeal of Netflix’s “Stranger Things” further solidifies its position in the rankings.
Non-original series rankings are dominated by popular television shows, with “MTV Roadies” leading the pack on JioHotstar. Indian soap operas like “Yeh Rishta Kya Kehlata Hai” and “Anupama” also feature prominently, showcasing the enduring popularity of traditional Indian storytelling. HBO’s “Game of Thrones” continues to attract dedicated audiences in India, highlighting the appeal of premium Western content on streaming platforms.
The March data reflects viewing habits across different city tiers, with Nielsen’s composite metric combining reach and time spent to determine the rankings. The focus is on users from segments A, B, and C of the New Consumer Classification System, representing the core demographic driving streaming consumption in urban India.
India’s mobile-first entertainment market continues to drive streaming growth, with PwC research indicating that a significant portion of time spent on mobile apps is related to entertainment and media. The country’s position as the world’s second largest internet market underscores the importance of mobile internet users in shaping the streaming landscape, making Nielsen’s mobile-focused measurement approach crucial for understanding viewer preferences and trends in the digital entertainment space.
