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Updated: May 19, 2025 08:14
Following a year of stagnant growth and guarded optimism, India's broadcasting sector is listening to the promise of FY26, driven by green shoots in pay-TV subscription growth, digital growth, and a return to free-to-air (FTA) channels. Industry captains and analysts alike now anticipate the industry to emerge from its stagnant phase, basing it on both consolidation and changing consumer patterns.
Broadcasters are betting on a recovery driven by new pay-TV subscribers-3.5 million added so far in 2025, including a significant boost from the ongoing IPL season. The re-launch of FTA Hindi general entertainment channels on DD Free Dish is set to unlock fresh advertising revenue, especially from rural audiences, with DD Free Dish reaching up to 50 million homes. Industry leaders such as Zee Entertainment have strong weekly impressions and more than 740 million viewers, highlighting the staying power of linear TV even in an era of abundant digital options.
However, ad revenue continues to be under pressure, courtesy macroeconomic headwinds and conservative expenditure by FMCG behemoths. Despite that, there is a sense of optimism: ad men predict a 6-7% increase in ad spending for FY26, with some predicting even better growth if economic trends continue to be encouraging. Digital adverting keeps growing at the expense of traditional mediums, led by performance-led ads and influencer-driven campaigns.
Consolidation in the industry is also anticipated to result in improved ad yields and cost savings, while digital platforms of broadcasters are anticipated to generate an increasing proportion of revenue-expected to reach 25% by FY27. With the shift to digital, broadcasters are monetizing content more effectively and reaching more people, paving the way for better margins and a return to pre-pandemic levels of profitability.
With economic markers stabilizing and strategic changes in motion, broadcasters are set for a brighter, more vibrant FY26-to reach both conventional and digital viewers in a fast-changing media landscape.
Sources: The Economic Times, Exchange4Media, BW Marketing World
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