Hindi TV’s Viewership Plummets Below 50% in 2024— A Channel of Change?

Hindi-language TV viewership, for the first time ever, dropped below 50% in 2024, which reflects the ongoing change in local program viewing preference. Industry sources have shown that audiences are watching more content in the likes of Tamil, Telugu, Bengali, and Marathi, due to the expansion of region-specific OTT platforms and localized content.

The decline in Hindi TV ratings is attributed to demographic changes, diversified entertainment options, and rising popularity of streaming platforms with local content. Broadcasters now aim at making multilingual shows to cater to the evolving Indian viewer preferences.

Industry experts believe this trend indicates a broader cultural shift, as regional storytelling gathers momentum and India's entertainment sector is revolutionized. Advertisers are also refining strategies to target regional markets more directly.

Source: Economic Times, India Today, Business Standard