Distribution of the direct to home (DTH) market in India Q4 2024, by operator

Tata Play, a company within the Tata Group, held the highest share in the DTH market in India towards the end of 2024, with roughly ** percent. The operator was ahead of the Bharti Telemedia-owned operator, Airtel Digital TV, during the measured period. In alignment with the decline in pay TV connections, DTH subscriptions also plunged since 2023.

The future of the Indian television 

Similar to the global trend, television viewership across India has been on a decline in recent years. The rise of free TV and digital streaming has resulted in a declining trend in pay TV connections in India, although cable TV and DTH persist as the main types of active television subscription in India. 

Television revenues

 India is one of the countries with the highest numbers of pay TV subscribers globally, coming only second to China. Asia holds arguably the most impactful market for global pay TV subscriptions and its revenue growth. But pay TV is not the only cash-flow segment of the television market. Although subscriptions for pay TV are still the main generator of revenue of the TV industry in India, advertisement revenue is catching on. The overall distribution of ad expenditure across India showed that television remains one of the preferred places for advertising.