Two decades of TRAI data reveal a sharp decline in Indian television’s pricing power. Advertising revenues have slumped, pay DTH subscribers have fallen by 12 million, and overall industry revenues are shrinking. With digital platforms rising, broadcasters face mounting pressure to reinvent models and sustain relevance in a changing media landscape.
The economics of Indian television are showing clear signs of strain. According to the Telecom Regulatory Authority of India (TRAI), industry revenues have slipped over the past two years, with advertising income dropping from ₹31,800 crore in 2022 to ₹29,400 crore in 2024. Overall television revenue fell to ₹67,900 crore in 2024, down 4.23% from 2022 levels.
Meanwhile, the pay DTH subscriber base has contracted by 12.65 million in four years, standing at 56.9 million as of March 2025. Cable households remain stagnant, underscoring the sector’s struggle to expand reach. Analysts attribute this decline to the rapid rise of OTT platforms, shifting consumer habits, and judicial interventions that have reshaped pricing and distribution norms.
Key Highlights
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Ad slump: Advertising revenue fell to ₹29,400 crore in 2024 from ₹31,800 crore in 2022.
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Revenue decline: Overall TV revenue dropped 4.23% to ₹67,900 crore in 2024.
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Subscriber loss: Pay DTH base shrank by 12.65 million in four years, now at 56.9 million.
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Stagnant cable growth: No significant expansion in cable households.
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Structural pressures: OTT competition, regulatory changes, and consumer migration eroding pricing power.
Sources: Financial Express, ET BrandEquity, TRAI Reports