ibn sultan
India’s Direct-to-Home (DTH) television sector is witnessing a sharp downturn, with a subscriber base erosion of nearly 10 million over the past three years, signaling a major transformation in consumer viewing preferences.
As per the data released by the Telecom Regulatory Authority of India (TRAI), the paid DTH subscriber count declined by 14.6%, with 10 million in March 2021 to September 2024.
This shift has also impacted the industry’s financial health. The combined revenue of leading private DTH operators — Tata Play, Airtel Digital TV, Dish TV, and Sun Direct — fell from ₹12,284 crore in FY22 to ₹11,072 crore in FY23, reflecting a nearly 10% drop.
Industry analysts attribute the decline to the explosive growth of OTT platforms such as JioTV, Netflix, Amazon Prime Video, and Disney+ Hotstar, which offer on-demand content, flexible plans, and mobile access. The trend intensified as major sports events like the IPL and ICC World Cup were streamed for free online, undercutting the value proposition of traditional DTH.
Additionally, the rise of free-to-air platforms like DD Free Dish and consistent subscription price hikes have pushed consumers to explore more cost-effective and flexible digital alternatives.(Agencies)
