Cable TV and DTH services have been facing a drop in usage since the shift has been towards digital consumption, where content is accessed through the internet rather than traditional cable connections, shared Pankaj Krishna, Founder & CEO of Chrome Data Analytics & Media. He was speaking at the third edition of e4m English Journalism 40 under 40 conference on the topic - The CTV Story: Overlap: Linear + CTV Consumption Growth & Projections Audience Transition: (Free TV to CTV & Pay TV to CTV).
Krishna explained the term "OTT" to the audience which stands for "Over The Top". This describes content that is delivered directly via the internet. So, whether it’s watching a show or streaming radio, it all falls under digital consumption.
According to Krishna, the digital revolution continues to evolve. Digital media revenues are surging, having nearly reached Rs 100,000 crore, surpassing cable or linear TV, which has plateaued at around ?75,000 crore (750 billion rupees). “This shift is evident as digital platforms continue to introduce new shows and content.”
He also highlighted that for instance shows like Zakir Khan’s new series on SonyLiv, which according to him has seen substantial digital viewership, indicates a preference for consuming content through digital platforms rather than traditional TV.
Krishna also spoke about digital platforms being largely free, though premium versions or specific subscriptions may incur costs. For example, YouTube has about 2.7 billion monthly users, most of whom use the free version. “Digital advertising revenue is skewed towards free platforms, while television subscriptions typically generate more revenue through pay models,” said Krishna.
The trend shows that linear or analogue TV consumption is subscription-based, while digital consumption is predominantly free. This reflects India's preference for free content, impacting how media consumption evolves, he explained.
Regarding media reach, he shared that news channels are increasingly consumed through digital means. For instance, a leading news network’s digital reach complements its cable viewership, adding significant incremental reach. This trend is seen across various channels, with digital platforms providing an additional audience reach of up to 48%.
He also emphasized on the fact that in India, the media landscape is significantly influenced by major global players like Google, Amazon, Meta, and Apple, collectively known as "GAMA". These companies dominate the media industry, impacting how news and content are delivered and monetized.
“The largest media companies in India are now dwarfed by global giants. This dominance highlights a concern about foreign influence on Indian media.”
According to him, Connected TVs (CTVs) represent the next evolution in television. Unlike traditional CRTs or even LCDs, CTVs can connect directly to the internet. With around 70 million connected TVs in India and the number expected to grow, this technology is becoming standard in households.
“Connected TVs can be connected through internal systems (like those from Samsung or LG) or external devices (such as streaming sticks or smart boxes). As the technology advances, it’s anticipated that every TV will become connected, integrating seamlessly with internet-based content.”
He shared that the data shows that North and East India have a higher percentage of free TV usage compared to South and West India, where pay TV is more prevalent. This reflects regional differences in media consumption.
He concluded that as we move forward, the trend is clear: digital and connected TVs will dominate the media landscape, reflecting a shift from traditional cable and satellite connections.
