Why India’s TV grows despite a rise in streaming platforms

India’s television market is seeing steady growth, with total revenue projected to rise from $14 billion in 2024 to $18.1 billion by 2029, according to a recent report by professional services network PwC (PricewaterhouseCoopers).

- Lata Jha

Indian households see OTT platforms as additive, not substitutive.

(ISTOCKPHOTO)

The growth is being driven by an increase in pay TV households, even as streaming platforms expand their footprint.

Industry executives say India’s longstanding shared-screen culture is a key factor. Unlike global markets where OTT (over-the-top) has replaced cable, Indian households tend to see OTT as additive rather than substitutive. Broadcasters have reinforced this advantage by doubling down on regional content and adopting smart pricing strategies over the past few years.