At the World Audio Visual and Entertainment Summit (WAVES) 2025, industry leaders convened to address the evolving landscape of India’s television industry. With the rise of digital platforms and changing consumer behaviors, the traditional pay-TV sector faces both challenges and opportunities.
India’s pay-TV industry, once a dominant force, is witnessing a decline in subscriptions. As of 2025, the subscriber base has dropped below 100 million homes, a significant decrease from 120 million a few years prior. This decline is attributed to the proliferation of over-the-top (OTT) platforms, free direct-to-home (DTH) services like DD Free Dish, and accessible content on platforms like YouTube .
Connected TV (CTV) is gaining traction in India, with households adopting smart TVs and streaming devices. Projections indicate that CTV households will surpass 60 million by the end of 2025. This shift reflects consumers’ preference for on-demand content and personalized viewing experiences .
Despite the challenges, industry stalwarts remain optimistic. Uday Shankar, Vice-Chairman of Jio Star—a joint venture between Disney and Reliance Industries—emphasized that television is not obsolete. He highlighted the potential for growth through innovative content and strategic investments, aiming to revitalize the television sector .
Similarly, Harit Nagpal, CEO of Tata Play, acknowledged the hurdles but stressed the importance of content windowing and enhanced offerings to retain viewership .
Similarly, Harit Nagpal, CEO of Tata Play, acknowledged the hurdles but stressed the importance of content windowing and enhanced offerings to retain viewership .
Experts predict a hybrid ecosystem where pay-TV and digital platforms coexist. While pay-TV may continue to experience a gradual decline, it is expected to remain relevant, especially in regions with limited digital infrastructure. The focus will be on adapting to consumer preferences, investing in regional content, and leveraging technological advancements to enhance the viewing experience .
The Indian television industry stands at a crossroads, balancing traditional models with digital innovations. By embracing change, fostering collaboration, and prioritizing consumer needs, pay-TV can navigate the digital transformation and continue to play a significant role in India’s media landscape.
Key Highlights:
- India’s pay-TV subscriptions have declined below 100 million homes due to competition from digital platforms.
- Connected TV (CTV) adoption is rising, with projections exceeding 60 million households by the end of 2025.
- Industry leaders advocate for innovative content strategies and regulatory fairness to revitalize the sector.
- A hybrid ecosystem of pay-TV and digital platforms is anticipated to cater to diverse consumer preferences.