DTH decline deepens as viewers shift to streaming

Direct-to-home (DTH) service providers are losing subscribers and revenue as consumers switch to streaming platforms that offer on-demand viewing and portability.

- Dipali Banka

Three of the four DTH operators—market leader Tata Play Ltd, Sun Direct TV Pvt. Ltd and Dish TV India Ltd—reported a decline in revenue in FY25, while Airtel unit Bharti Telemedia Ltd's revenue grew 5%.

"Since 2021, the pay DTH subscriber base has witnessed a decline of over 7 million, with the migration to OTT services emerging as the primary catalyst," said Chandrashekar Mantha, partner, media and entertainment sector leader at Deloitte India. "The appeal of on-demand viewing, coupled with a broader variety of content, has fundamentally shifted consumer preferences."

Mantha said this churn has been more pronounced in the metros and among younger viewers, where the appetite for personalized entertainment is the strongest. However, DTH remains the main source of entertainment in rural India.