Despite the surge in Over-The-Top (OTT) streaming services, India's television industry continues to demonstrate remarkable growth, defying global trends. Forecasts predict the Indian television market will rise from $14 billion in 2024 to $18.1 billion by 2029. This resilience is rooted in several key factors that distinguish the Indian market from its global counterparts.
One of the primary drivers is India's strong shared-screen culture, where families often watch television together. Unlike many Western countries where OTT platforms have largely replaced traditional TV, Indian households view streaming services as an addition to, rather than a substitute for, television. Industry experts note that TV and OTT platforms fulfill different consumer needs in India. Television remains a family-first entertainment choice, while OTT caters more to individual preferences, particularly in urban areas.
The affordability and accessibility of traditional pay-TV options also contribute significantly to its sustained popularity. For middle-income households (NCCS B, C, and D), a cable or Direct-to-Home (DTH) pack, priced between ₹200–₹350 per month, offers access to over 100 channels in multiple languages. This makes it a cost-effective and reliable shared-screen entertainment option. In contrast, OTT platforms often require multiple paid subscriptions and dependable broadband connectivity, increasing household expenses.
Broadcasters have strategically reinforced their position by focusing on regional content and adopting competitive pricing strategies. The availability of content in local languages caters to diverse audiences across the country, further solidifying TV's cultural relevance. Furthermore, the rise of affordable smart TVs has expanded access to sophisticated home entertainment in both urban and rural areas. These TVs, available for as little as USD 115.53-173.31, bring smart features within reach of a broader consumer base.
The Indian television market is witnessing a surge in demand for larger screen sizes and advanced technologies. Consumers are increasingly opting for screens larger than 50 inches, driven by decreasing prices, better content accessibility, and the growing trend of connected living. This has led to manufacturers introducing new models with features like Mini-LED QLED technology and AI-powered smart functionalities.
While the OTT market in India is expanding rapidly and is projected to almost double in the next five years, television maintains a dominant grip on viewers. The total number of TVs in India is projected to reach 214 million by 2030. The media and entertainment sector in India has already surpassed USD 27.56 Billion, with television accounting for 30%. The overlapping base of nearly half a billion viewers who seamlessly switch between television and digital screens represents a significant opportunity for the media industry.
In conclusion, India's television industry continues to thrive due to its unique cultural dynamics, affordable access, strategic focus on regional content, and the increasing demand for advanced TV technology. While OTT platforms are transforming the media landscape, television remains a central part of Indian households' entertainment choices.
